This course offers an in-depth analysis of distribution channels and their role in managing customer service at every stage. It covers topics such as e-channel behavior, channel design, the selection, motivation, and control of channel members, types of retailers, retailer marketing decisions, the future of retailing, and wholesaling. Building on knowledge from Consumer Behavior, the course emphasizes how retailing is centered around the consumer experience and the services needed to deliver exceptional customer service to targeted demographics. It highlights the importance of “omni-channel” retailing as a key strategy in the fashion industry, aiming to enhance the retail experience and provide optimal customer service across all levels of the retail supply chain to maintain a competitive edge.
