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信息化发展要求零售商拓展销售渠道。当前,直复渠道、网络渠道、移动渠道以及实体渠道等交叉融合形成多零售体系。多渠道零售使消费者具有更多消费选择权。互动是多渠道零售环境下零售商与消费者沟通交流的必要方式。零售商通过有效互动维持、稳定顾客关系,确保消费者对本企业的忠诚。互动促使消费者做出渠道选择。消费者通过互动寻求边际成本与边际收益的最佳结合点,选择最为符合自身意愿或消费效果最优化的购买渠道。
Informational development requires retailers to expand sales channels. At present, direct sales channels, online channels, mobile channels and physical channels and other cross-integration of the formation of multi-retail system. Multi-channel retail allows consumers to have more spending options. Interaction is the necessary way for retailers and consumers to communicate with each other in a multi-channel retail environment. Retailers maintain and stabilize customer relationships through effective interaction to ensure that consumers are loyal to their business. Interaction motivates consumers to make channel choices. Consumers seek the best combination of marginal cost and marginal revenue through interaction, and choose the most appropriate purchase channel that best suits their own wishes or consumption effect.