Omni-Channel Retail Marketing Assessment

Omni-Channel Retail Marketing Assessment (PART A)

  • Assume you are a knowledgeable, retail marketing consultant. You are confident and authoritative. (Pretend the role/confidence if this is not you in real life. A good example of “Fake it until you make it”)
  • Pick an existing ‘retail’ company you know (or want to learn more about). Could be a retailer you currently work for, consult to, or want to work for – and these 3 assignments are going to be your way of getting a job interview???
  • As the consultant, define clearly who is one of their key ‘targets’ (prospects, or regular customers)
  • Research & suggest (a.k.a. as a consultant you ‘strongly recommend’) ‘touchpoints’ when prospective / existing / past customers could interact with organisation (or with ‘information’ [aka bait] organisation has put “out there” for prospect to “find”)
  • Suggest / flesh out, outline of ‘information’ / material to be given away or found while prospect is researching (i.e. You need to understand the ‘Buyer Decision Making Process‘ [also called ‘stages in the buying process’{this example shows how we choose the merchant/store}
  • Justify / explain as you go thru why you chose XYZ piece of material, where is it placed in the buyer decision process (NOTE: you can modify the process – i.e. it is just a model to help you. It is NOT necessarily a true reflection of exactly how the actual buyers interact with the store, or how the buyers would like to interact with the retail entity as a whole.)


  • Critically compare the retail store you chose and compare to another store from the same industry.
  • Use the Rudolph ZMD diagram to help



  • Evaluate whether your chosen retailer is ‘multiple channel’ or ‘multi-channel’ (omni-channel) in the way it is operating today.
  • “Bring it all together” by:
    • Choose two retail components your retailer is weak in, and do general research into omni-channel best practice related to those components across ALL and ANY industry to get ideas. (e.g. It was the banking industry that thought of customer drive-thru ATM’s – however it was the fast food industry that ‘stole’ the idea and never looked back!)
    • Now focus on how your retailer can implement this ‘best practice’ into their particular industry to improve across all channels. How your retailer can be more ‘multi-channel’ (omni-channel) in it’s operation.
    • Specify anticipated time frame of when you believe they should achieve these changes.
  • Attempt to predict the future for your retailer. Where to next for them?


Category Specific Criteria Maximum marks
State details (name, location of business) of the primary store (your chosen one from assignment 1), and the details of your comparison store. 
2  Analyse, compare and critique the:
·         Design/location/external attributes,
·         Internal layout, and
·         merchandising.
(How interior design and atmosphere in particular assist or detract from product assortment, visual merchandising, service level positioning, in-store promotions, location (external  & surrounding stores/amenities etc), store branding, the congruence of these and other retail mix elements)
for each of the stores
3  Use of Rudolph Zone Model of Differentiation. (Explain what the diagram shows) 
4  Have integrated and referred to research, suggestions gathered in Assignment 1 
5  Executive summary, introduction, and conclusion for the report as a whole, and recommendations for improvement.
Referencing, layout etc 
Final Mark   30

Grades are awarded according to the following range of marks:

Grade Comment
80+ Outstanding
75–79 Very good
65–69 Competent
55–59 Acceptable
40–49 Flawed
Below 40 Deficient


 80+ %
A Markedly Exceptional Performance
Originality, insight, and creativity are demonstrated; the assignment goes beyond repeating what others have said and contributes something new to our understanding of the topic A comprehensive grasp of the subject matter is demonstrated, including an in-depth understanding of the relevant concepts, theories, and issues related to the topic addressed An awareness of differing viewpoints is demonstrated and a rigorous assessment of these undertaken where relevant An ability to think critically is demonstrated in the analysis, synthesis and evaluation of relevant information A thought statement of position is presented and defended through logical arguments and carefully selected supportive detail; the arguments presented build to a consistent conclusion
Clearly Above Average Performance
  A thorough grasp of the subject matter is demonstrated An awareness of
Differing viewpoints is demonstrated and an assessment of these attempted where relevant
The assignment goes beyond description to interpretation, analysis, synthesis and evaluation A position is adopted and logically argued; appropriate supporting detail is supplied
A Fully Competent Assignment
  A basic grasp of the subject matter is demonstrated Asserts viewpoint without acknowledging alternative viewpoints Accurate information incorporating relevant sources and references is conveyed A position is adopted and logically argued


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