1 research outputs found
Design of Multichannel Retailing Pet Shop
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