DRTL 3090 Exam 1 – User Experience (UX) Fundamentals – Practice Questions &
Study Guide
What is Omni-Channel? - ANS ✔✔Smooth transition between all the channels that is being
operated by the retailer
Knowing everything about each channel, channels will work from same database of products,
money, promos
Channel transparency
Consumers will interact with "brands" NOT "channels"
Single-Channel - ANS ✔✔Customers experience a single type of touchpoint;
Retailers have a single type of touchpoint
Mom& Pop Shops
Informational
Consumers know about brand and product
Multi-channel - ANS ✔✔Customer sees multiple touch-points acting independently
Retailers' channel knowledge and operations exist in technical and functional styles
Transactional
How customer pays and takes delivery
Cross-Channel - ANS ✔✔Customer sees multiple touch-points as part of the same brand
retailers have a single view of the customer but operate in functional styles
Omni-Channel - ANS ✔✔Customers experience a brand, not a channel within a brand
Retailers leverage their 'single view of the customer' in coordinated and strategic ways
Experiential in nature
,how customers feel
OMNICHANNEL = ___________ - ANS ✔✔CUSTOMER EXPERIENCE
What does Omni-Channel mean for Retailers - ANS ✔✔Merchandising
Marketing
Supply Chain/Logistics
Store Operations
Product Development and Sourcing Managers
Merchandising - ANS ✔✔Customer-centric
Important to track customer movement across channels
Merchandising organizations can not be channel specific
Marketing - ANS ✔✔Relevancy determined by website visists, social network affitinities, age,
interests, and other purchases
Supply Chain/Logistics - ANS ✔✔Omni-channel fulfillment needs to be profitable
Retailers can't maintain separate inventory for different channels
Inventory has to be a "shared asset"
Store Operations - ANS ✔✔Stores are not going away
Employees need to be knowledgeable
Stores become an extension of the supply chain
Product Development and Sourcing Managers - ANS ✔✔Cont. emphasis on private label
BUT....movement of production further and further will not work anymore;
, Near-sourcing is more profitable model
Trends in Omni-Channel - ANS ✔✔Making use of Social Media
Integrate customer reviews
Use digital means to personalize physical shopping
Technological advances in stores
Merging social and local
The evolution twoards an integrated physical, digital, mobile and social shopping experience is
just starting
Multi-Channel Retailing - ANS ✔✔It is a B2C model integrating stores, direct marketing and
online
Organizational Structure - ANS ✔✔Pure-Play (Amazon.com, Expedia.com)
Dual-channel (Target)
Multi-channel retailers (JCP)
Electronic spin-offs (QVC)
Reasons for Multi-channel approach - ANS ✔✔Reach more customers
Provide customer convenience
Compete more effectively
Grow business
Balance
Achieve profitability
Expand globally
Study Guide
What is Omni-Channel? - ANS ✔✔Smooth transition between all the channels that is being
operated by the retailer
Knowing everything about each channel, channels will work from same database of products,
money, promos
Channel transparency
Consumers will interact with "brands" NOT "channels"
Single-Channel - ANS ✔✔Customers experience a single type of touchpoint;
Retailers have a single type of touchpoint
Mom& Pop Shops
Informational
Consumers know about brand and product
Multi-channel - ANS ✔✔Customer sees multiple touch-points acting independently
Retailers' channel knowledge and operations exist in technical and functional styles
Transactional
How customer pays and takes delivery
Cross-Channel - ANS ✔✔Customer sees multiple touch-points as part of the same brand
retailers have a single view of the customer but operate in functional styles
Omni-Channel - ANS ✔✔Customers experience a brand, not a channel within a brand
Retailers leverage their 'single view of the customer' in coordinated and strategic ways
Experiential in nature
,how customers feel
OMNICHANNEL = ___________ - ANS ✔✔CUSTOMER EXPERIENCE
What does Omni-Channel mean for Retailers - ANS ✔✔Merchandising
Marketing
Supply Chain/Logistics
Store Operations
Product Development and Sourcing Managers
Merchandising - ANS ✔✔Customer-centric
Important to track customer movement across channels
Merchandising organizations can not be channel specific
Marketing - ANS ✔✔Relevancy determined by website visists, social network affitinities, age,
interests, and other purchases
Supply Chain/Logistics - ANS ✔✔Omni-channel fulfillment needs to be profitable
Retailers can't maintain separate inventory for different channels
Inventory has to be a "shared asset"
Store Operations - ANS ✔✔Stores are not going away
Employees need to be knowledgeable
Stores become an extension of the supply chain
Product Development and Sourcing Managers - ANS ✔✔Cont. emphasis on private label
BUT....movement of production further and further will not work anymore;
, Near-sourcing is more profitable model
Trends in Omni-Channel - ANS ✔✔Making use of Social Media
Integrate customer reviews
Use digital means to personalize physical shopping
Technological advances in stores
Merging social and local
The evolution twoards an integrated physical, digital, mobile and social shopping experience is
just starting
Multi-Channel Retailing - ANS ✔✔It is a B2C model integrating stores, direct marketing and
online
Organizational Structure - ANS ✔✔Pure-Play (Amazon.com, Expedia.com)
Dual-channel (Target)
Multi-channel retailers (JCP)
Electronic spin-offs (QVC)
Reasons for Multi-channel approach - ANS ✔✔Reach more customers
Provide customer convenience
Compete more effectively
Grow business
Balance
Achieve profitability
Expand globally
