Design of Multichannel Retailing Pet Shop

Hapsari, Indri and Parastuty, Zulaicha and T., Christine Canseriz (2012) Design of Multichannel Retailing Pet Shop. Proceeding The 4th Indonesia Internation Conference in Innovation, Entrepreneurship, and Small Business. ISSN 978-979-19081-5-3

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Abstract

Purpose of this paper is to decide the pet shop channel combination that gives the fastest payback period or need less capital. There are 3 channels from preliminary survey. These channels are the physical store (Pet Shop), mobile store (Mobile Pet Salon) and Internet store (E-Pet). A questionnaire was developed to understand customer needs and there are more than 100 dog owners in Surabaya as the respondent, who were selected from some existing pet shops visitor. A total of 100 usable questionnaires were returned. The results are important factors for each channel, which will be a base to prepare the business development from marketing, technical, management and financial factor. Limitations of the study are minimum number of sample and a lack of theory to develop questionnaire. This paper will provides guidance for entrepreneurs who have a plan to running pet shop with multichannel retailing strategies. From all the factors, it was known that all of the combinations were feasible, but if the purpose is using minimum capital, it was better to choose Mobile Pet Salon and E-Pet, eventhough it takes longer pay back period. If the purpose is getting a minimum return period, it is better to choose Pet Shop and Mobile Pet Salon combination, with higher capital needed and shorter discounted pay back.

Item Type: Article
Uncontrolled Keywords: Feasibility Study, Multichannel Retailling, Electronic Channel, Mobile Channel
Subjects: T Technology > T Technology (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Indri Hapsari 203009
Date Deposited: 24 Jul 2013 08:24
Last Modified: 24 Jul 2013 08:24
URI: http://repository.ubaya.ac.id/id/eprint/3789

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