Non Store Retailing

Submitted to: Submitted by:

Mr. Sourabh Kalra Tanya Gautam (57)
Contents:

 Definition of Non Store Retailing

 Advantages and Disadvantages

 Types of Non Store retailing

1. In Home Retailing
2. Telephone Retailing
3. Catalogue Retailing
4. Direct Response Retailing
5. Automatic Vending
6. Electronics Retailing

Most successful type

 Conclusion

Non-store Retailing:
 Non-Store Retailing is the selling of goods and services outside the confines of a retail
facility.

It is a generic term describing Retailing taking place outside of shops and stores (that

is, off the premises of fixed retail locations and of markets stands).

The selling of goods and services without establishing a physical store is known as Non-Store
Retailing.

It includes such services as vending machines, direct-to-home selling, telemarketing, catalog

sales, mail order, and television marketing programs.

The fast growing method used by retailers to sell products is through methods that do not have
customers physically visiting a retail outlet. In fact, in many cases customers make their
purchase from within their own homes.A large majority about 80% of retail transactions are
made in stores. However, a growing volume of sales is taking place away from stores. It is
estimated that non-store sales account for almost 20% of total retail trade. The non-store
distribution channel is marked by low entry thresholds. Compared to store retailing that
requires a retail outlet, inventory, cash flow to hire staff and advertising, non-store retail
start-ups usually have to invest little to reach out to potential buyers of the goods and
services they offer. Non-store retailing is therefore not only used by established Brick
and mortar business retailers who develop an online Bricks and clicks business model
presence, but also by the individual Pure play , often him- or herself a consumer, to
create an EShop or to run sales parties. The rise of Social media helps to connect
sellers to potential buyers.

Some global Non store Retail companies are:

  The Home Depot, Inc.
 Dollar Tree, Inc.
 Forever 21, Inc.
 The Bon-Ton Stores, Inc.
 Costco Wholesale Corporation
 Amazon.com, Inc.
 AutoZone, Inc.

Advantages of Non Store Retailing:

 Its freedom from a physical retail presence.
 The high fixed costs of operating retail outlets are eliminated.
 The breadth of customer coverage is considerably wider than is possible
with an individual retail location.
 Companies do not have to spend large sums or dilute stock building new
locations, or acquiring them.
 This truly gives the non-store retailer a global market from a cheap,
centralized location.

Disadvantages of Non Store Retailing:

 There is also the fear of credit card abuse and mail fraud, both related to the
sense of detachment that not holding a prospective purchase brings.
 And since most of us do not have the luxury of a pricey T1 Internet connection, we must
still deal with painfully slow connections.
 Types of Non Store Retail Format:
Following are the six types of non store retailing:
 Direct selling,
 Tele marketing,
 Online retailing,
 Automatic vending,
 Direct marketing
 Electronics retailing.

Direct Retailing

Telephone Retailing

Non Store
Non Store Retailing
Retailing
Catalogue Retailing
Non Store Retailing

Direct Response Retailing

Automatic Vending

Electronic Retailing

Direct Selling:
Direct selling is also defined as personal contact between a sales person and a
consumer away from a retail store. This type of retailing has also been called in
home selling. Annual volume of direct selling in India is growing fast from the
beginning of the 21st century.
Like other forms of non-store retailing, direct selling is utilized in most countries.
It is particularly widespread in Japan, which accounts for about 35% of the
worldwide volume of direct selling. The U.S. represents almost 30% of the total
and all other countries the rest.

The two kinds of direct selling are

 Door to door
 Party plan

Direct retailing originated several centuries ago and has mushroomed into a $9
billion industry consisting of about 600 companies selling door-to-door, office-to-
office, or at private-home sales meetings. The forerunners in the direct-selling
industry include The Fuller Brush Company (brushes, brooms, etc.),
Electrolux (vacuum cleaners), and Avon (cosmetics). In addition, Tupperware
pioneered the home-sales approach, in which friends and neighbors gather in a
home where Tupperware products are demonstrated and sold. Network marketing,
a direct-selling approach similar to home sales, is also gaining prevalence in
markets worldwide. Network marketing companies such as Amway and Shaklee
reward their distributors not only for selling products but also for recruiting others
to become distributors. In 2007, Amway’s parent company tested an Internet
recruitment model by launching Fanista, a Web site that sells entertainment media
such as books, movies, and music, while rewarding users for bringing other
customers to the site

Advantages of Direct Selling:

 Consumers have the opportunity to buy at home or at another convenient

Non-Store location that provides the opportunity for personal contact with a
sales person.
 For the seller, direct selling offers the boldest method of trying to persuade
ultimate consumers to make a purchase.
 The seller takes the product to the shopper’s home or work place and
demonstrates them for the consumer.

Disadvantages of Direct Selling:

 Sales commissions run as high as 40 to 50%of the retail price; of course,

they are paid only when a sale is made.
 Recruiting sales people most of whom are part timers are difficult tasks.
 Some sales representatives use high pressure tactics or are fraudulent.
Telemarketing:
Sometimes called telephone selling, telemarketing refers to a sales person
initiating contact with a shopper and closing a sale over the telephone.
Telemarketing many entail cold canvassing from the phone directory. Many
products that can be bought without being seen are sold over the telephone.
Examples are pest control devices, magazine subscriptions, credit cards and club
memberships.
Despite some problems, telemarketing sales have increased in recent years.
Fundamentally, some people appreciate the convenience of making a purchase by
phone. Costs have been reduced by computers that automatically dial telephone
number, even deliver a taped message and record information the buyer gives to
complete the sale. The future of telemarketing is sure to be affected by the degree
to which the problems above can be addressed and by the surge of online retailing.

Online Retailing:
When a firm uses its website to offer products for sale and then individuals or
organizations use their computers to make purchases from this company, the
parties have engaged in electronic transactions (also called on line selling or
internet marketing).

Many electronic transactions involve two businesses which focus on sales by

firms to ultimate consumers. Thus online retailing is one which consists of
electronic transactions in which the purchaser is an ultimate consumer.
Online retailing is being carried out only by a rapidly increasing number of new
firms, such as Busy.com, Pets Mart and CD Now.com. Some websites feature
broad assortments, especially those launched by general merchandise retailers such
as Wal-mart and Target. Some Internet only firms, notably Amazon.com are using
various methods to broaden their offerings.

Whatever their differences, e-retailers are likely to share an attribute. They are
unprofitable or best, barely profitable. Of course, there are substantial costs in
establishing an online operation. Aggressive efforts to attract shoppers and retain
customers through extensive advertising and low prices are also expensive. The
substantial losses racked by online enterprises used to be accepted, perhaps even
encouraged by investors and analysts. The rationale was that all available funds
should be used to gain a foothold in this growing market.

Despite these challenges, online retailing is expected to grow, rapidly and

significantly for the foreseeable future. Online sales represented about 1% of retail
spending in 2005, but one research firm estimates that consumer purchases on the
Internet with triple by the year 2010.

Which product categories are consumers most likely to buy on the Internet in the
future?
Consumers' shopping intentions in 2005 placed the following goods and services at
the tope of the list: books, music and videos, computer hardware and software,
travel and apparel. Of course, given that change on the Internet occurs, these
categories soon may be surpassed by others - perhaps groceries, toys, health and
beauty aids, auto parts or pet supplies.
Advantages of Online Retailing:

 Bargaining power of consumers. They enjoy a wider choice

 Supplier power. It is more difficult for consumers to manage a non-digital
channel.
 Internet increases commoditization.
 Threat of new entrants. Online means it is easier to introduce new services
with lower over-heads
 Threat of substitutes
 Rivalry among competitors. It is easier to introduce products and services to
different markets

Disadvantages of Online Retailing:

It has absence of personal touch.
No feel-touch factor for customers.
Automatic Vending:
The sale of products through a machine with no personal contact between buyer
and seller is called automatic vending.
The appeal of automatic vending is convenient purchase. Products sold by
automatic vending are usually well-known presold brands with a high rate of
turnover. The large majority of automatic vending sales comes from the "4 C's" :
cold drinks, coffee, candy and cigarettes.
Automatic vending is a unique area in non-store merchandising because the variety
of merchandise offered through automatic vending machines continues to grow.
Initially, impulse goods with high convenience value such as cigarettes, soft
drinks, candy, newspapers, and hot beverages were offered. However, a wide array
of products such as hosiery, cosmetics, food snacks, postage stamps, paperback
books, record albums, camera film, and even fishing worms are becoming
available through machines.

Advantages and disadvantages:

Vending machines can expand a firm's market by reaching customers where and
when they cannot come to a store. Thus vending equipment is found almost
everywhere, particularly in schools, work places and public facilities. Automatic
vending has high operating costs because of the need to replenish inventories
frequently. The machines also require maintenance and repairs.
Future Expectations:
The outlook for automatic vending is uncertain. The difficulties mentioned above
may hinder future growth. Further, occasional vending-related scams may scare
some entrepreneurs away from this business.

Vending innovations give reason for some optimism. Debit cards that can be used
at vending machines are becoming more common. When this card is inserted into
the machine, the purchase amount is deducted from the credit balance.
Technological advances also allow operators to monitor vending machines from a
distance, thereby reducing the number of out-of-stock or out-of-order machines.

Direct Marketing:
There are no consumers on the exact nature of direct marketing. In effect, it
comprises all types of non-store retailing other than direct selling, telemarketing,
automatic vending and online retailing. In the context of retailing, it has been
defined as direct marketing as using print or broadcast advertising to contact
consumers who in turn, buy products without visiting a retail store.

Direct marketers contact consumers through one or more of the following media:
radio, TV, newspapers, magazines, catalogs and mailing (direct mail). Consumer
orders by telephone or mail. Direct marketers can be classified as either general -
merchandise firms, which offer a variety of product lines, or specialty firms which
carry - only one or two lines such as books or fresh fruit.

Under the broad definition, the many forms of direct marketing include:
 Direct mail - in which firms mail letters, brochures and even product
samples to consumers, and ask them to purchase by mail or telephone.
 Catalog retailing - in which companies mail catalogs to consumers or make
them available at retail stores.
 Televised shopping - in which various categories of products are promoted
on dedicated TV channels and through infomercials, which are TV
commercials that run for 30 minutes or even longer on an entertainment
channel.

Advantages of Direct Marketing:

Direct marketing provides shopping convenience. In addition, direct marketers

enjoy comparatively low operating expenses because they do not have the
overhead of physical stores.

Disadvantages of Direct Marketing:

  Consumers must place orders without seeing or touching the actual
merchandise. To off-set this, direct marketers must offer liberal return
policies.
 Furthermore, catalogs and to some extent, direct mail pieces are costly and
must be prepared long before they are issued.
 Price changes and new products can be announced only through
supplementary catalogs or
brochures.
 Direct marketing's future is difficult to forecast, given the rise of the
Internet.
 The issue is whether or not firms relying on direct marketing can achieve
and sustain a differential advantage in a growing competition with online
enterprises.

E-Retailing:
Internet Retailing or e-retailing as is usually referred to as covers retailing using a
variety of different technologies or media. It may be broadly be a combination of
two elements. Combining new technologies with elements of traditional stores and
direct mail models using new technologies to replace elements of stores or direct
mail retails. Internet retail also has some elements in common with direct mail
retailing. For example, e-mail messages can replace mail messages and the
telephone, that are used in the direct mail model as means of providing
information, communication and transactions while on-line catalogues can replace
printed catalogues.

As with direct mail businesses, critical success factors include:

(i) Use of customer databases
(ii) Easy ordering
(iii) Quick Delivery

Operational elements that the Internet retail model shares with both the retail store
and direct mail models include:
(i) Billing of customers
(ii) Relationships with supplier

There are, therefore, many elements that Internet retail and more traditional retail
models have in common. Indeed many of the most successful Internet retailers
have been those that have been able to successfully transfer critical elements from
traditional retailing to the Internet, such as customer service and product displays.

Another reason why the concept of e- retailing or online retailing has not gained
prominence in India is that the Indians prefer to touch the products physically
before buying them. This facility is provided through the multi-brand outlets, not
available online. Studies have revealed the preferences of the customers towards
the traditional shopping methods. Hence the retailer online should first make it a
point to spot the potential customers and accordingly plan out the product. If the
customers are more open to online shopping, then nothing can be more beneficial.
They save the time and effort to visit, departmental stores, shopping malls, etc.
products can be delivered by a click of the mouse.
Future Expectation/Growth of Non-store retailing:

Non-store retailing grew at a much faster rate than store-based retailing during the
review period. While direct seller Amway embarked on an aggressive brand
campaign in 2008, it was Internet retailing which drove growth, riding on
increasing Internet penetration, the reduced cost of Internet access, and greater
familiarity with on-line purchasing.
With some market observers predicting that by the year 2000 non-store retailing
will handle 30 percent of all general merchandise sold, non-store channels may
become a powerful force in the retailing industry. 

Most effective type of non store retailing:

As the studies show direct selling is most effective.

Direct selling is most effective, due to the personal touch , the customer is
comfortable in buying through direct selling.
The customer is able to meet the retailer and can feel and touch the product before
the sale.
The retailer is also able to gain customers confidence through direct selling.

Conclusion:
Five major forms of non store retailing such as direct selling, telemarketing,
automatic vending, on line retailing and direct marketing are discussed in detail.
Each type has advantages as well as drawbacks.

The importance and the share of the retail online sales are increasing at an
increasing rate. It also signifies that with the time constraint coming in the life-
style of many buyers the non-store based retailing and e-tailing will be the core of
the retailing business around the world in near future and in India as well.