Considering the changing consumer shopping behaviors and new technology trends, how would you recommend Macy’s compete with Amazon and other retailers in the future?

Review the followings articles related to brick and click shopping and multichannel retailing (Use the university online library search engine and additional library resources on TLC Portal to find the articles):

Avery, J.,  Steenburgh, T.J., Deighton, J., & Caravella, M. (2013). Adding bricks to clicks: On the role of physical stores in a world of online shopping. GfK Marketing Intelligence Review, 5(2), 29.

Birchall, J. (2009, May 14). Macy’s online sales rise 16% despite store woes. The Financial Times, pp. 16.

Clicks and bricks; retailers and the internet. (2012). The Economist, 402 (8773), 18.

Griffiths, G H & Howard, A (2008). Balancing clicks and bricks – strategies for multichannel retailers. Journal of Global Business Issues, 2(1), 69.

Katia Campo, & Els Breugelmans. (2015). Buying groceries in brick and click stores: Category allocation decisions and the moderating effect of online buying experience. Journal of Interactive Marketing, 31, 63.

Macy – online order fulfillment center expansion – Arizona. (2014). World Market Intelligence News

Macy’s fights online shopping with a tablet in fitting rooms. (2015). Engadget [Engadget – BLOG]

Mixing bricks with clicks; retail. (2013). The Economist,406(8828), 70.

Newman, D. (2016). The Top 10 Trends Driving Marketing In 2017. Forbes. Retrieved from http://www.forbes.com/sites/danielnewman/2016/10/18/the-top-10-trends-driving-marketing-in-2017/#34f633e17581

Case Assignment

Develop a report in terms of the following guidelines based on the articles listed above and other supplemental articles. At least two additional articles should be included in the analysis. A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Facts Recap,” instead of a sentence or a question.

• Briefly review the facts on the brick and click retailing and multichannel shopping, as reported in the articles.
• Describe how Macy’s performed in online channel? How Macy’s could do a better job to manage the online and offline channels? Consider appropriate distribution concepts to support your arguments.
• Considering the changing consumer shopping behaviors and new technology trends, how would you recommend Macy’s compete with Amazon and other retailers in the future?