Hospitality Marketing - 1938 Words

Name: Erika Cabrera Course: HRT 321- Hospitality Marketing Date: October 24th, 2006 Assignment: Since students in Hospitality programs across the country are required to take a Hospitality Marketing course in addition to a Principles of Marketing course, there must be some fundamental or additional information differences between these two courses. One would assume there would be some differences within the established four P s of marketing (product, price, place, promotion). For this question explore and clarify those fundamental differences and give some comparisons/contrasts examples for each issue either among various parts of the hospitality industry or between some part(s) of the hospitality industry and†¦show more content†¦When making marketing decisions marketers take into consideration, location as to where the product will be available, middle men needed to get to the place desired, transportation needed to transport product etc. In the case of the clock radio, marketers would have to consider what store/locations would best fit to sell their products, th en they would need to figure out how to transport their product to that location and what middle men would be involved in getting this product to its target market.6 As when in the traditional marketing setting place is equivalent to the physical place where the product will be sold, in hospitality marketing it refers to the places and intermediates that would promote the product/service mix; this is called the distribution mix concept. The distribution mix concept is a combination of direct and indirect distribution channels utilized by the hospitality industry to make customers aware of, to reserve, and to deliver its service. Direct distribution is when the hotel company assumes total responsibility for promoting, reserving and providing products and services to its customers. Where as indirect marketing is when the hotel company relies on outside resources such as travel agents, Internet websites etc. A mix of both of these types of distribution channels is often used to maximize visibility, occupancy and profit in the industry.7 The third P, promotion isShow MoreRelatedMarketing Plan For Hospitality Operations Essay2030 Words   |  9 Pagesâ€Å"Hospitality operations must be designed and operated in a sustainable way if they are to be successful in the long term† In order for hospitality operations to be sustainable in the long term, it is essential that these operations are designed and operated in a sustainable way. Hospitality is defined as the act of being friendly and welcoming to customers, this is important as the hospitality industry is reliant on customers coming back. This essay is specifically looking at hospitality operationsRead MoreMarketing for Hospitality and Tourism1820 Words   |  8 PagesChapter 1 Introduction Marketing for Hospitality and Tourism  ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens â€Å"Marketing is so basic that it cannot be considered a separate function. It is the whole of business seen from the point of view of its final result, that is, from the customers point of view†¦Business success is not determined by the producer, but by the customer.† -Peter Drucker  ©2006 Pearson EducationRead MoreHospitality and Tourism Marketing2505 Words   |  11 PagesHospitality and Tourism Marketing Hospitality and Tourism companies recognise that they cannot appeal to all customers in the marketplace Table of Contents 1. Introduction 2 2. Marketing Strategy 2 3. Market Segmentation 3 4. Market Targeting 5 4.1Target Market Selection 5 5. Positioning 6 6. Pret a Manger 7 7. Market Segmentation, Market Targeting and Market Positioning 8 8. Conclusion 9 9. References 10 10. Appendices 11 Read MoreMarketing Of The Hospitality And Tourism Industry989 Words   |  4 PagesIntroduction This essay will examine the role and importance of various pricing strategies in regards to marketing in the hospitality and tourism industry. External Factors of Pricing There are a number of factors to be taken into consideration when setting a price for a product or service. Some of these factors are internal, meaning that they are influenced by the company’s objectives and their organizational structures. Other factors are external, meaning they are shaped by the company’s competitorsRead MoreMarketing Communication in the Hospitality Industry34407 Words   |  138 Pages........................................................ 4 2.1 Service Marketing.......................................................................... 4 2.2 Marketing Communications........................................................... 5 2.2.1 Communication Process..................................................... 6 2.2.2 Marketing Communication Models...................................... 7 2.2.3 Marketing Communication Tools ........................................ 8 2.2.4 ConsumerRead MoreMarketing Management For Tourism And Hospitality2737 Words   |  11 Pages Student Name(s): Sasha Stimpson Student ID Number(s): 20609477 Student UCLan Email: SStimpson@uclan.ac.uk Assignment Due Date: 08th February 2015 Course / Subject: Marketing Management for Tourism and Hospitality Year: 2 Module Code: TL2008 Semester: 2 Module Title: Marketing Management for Tourism Hospitality Assessment No: 1 (resubmission) Module Tutor: Dr. Philip Stone Student Declaration in Respect of Plagiarism:- ‘In submitting this form, I confirm that this assignmentRead MoreMarketing in Hospitality by Quynh Anh3216 Words   |  13 PagesMarketing In Hospitality By: Quynh Anh MARKETING IN HOSPITALITY LO1. Understand the Concepts of Marketing in a Service Industry Context 1.1define and Explain the Concept of Marketing A concept is the general scheme or formation of something and marketing is the way in which a produce is moved by means of a channel to reach its target audience. Marketing idea is the attitude which encourages firms to center on their consumers’ desires. This is by examining their wants and making efficient choicesRead MoreHospitality Marketing Essay example1953 Words   |  8 PagesAssignment: Since students in Hospitality programs across the country are required to take a Hospitality Marketing course in addition to a Principles of Marketing course, there must be some fundamental or additional information differences between these two courses. One would assume there would be some differences within the established four Ps of marketing (product, price, place, promotion). For this question explore and clarify those fundamental differences and give some comparisons/contrastsRead MoreE Marketing On Hospitality Industry Essay3116 Words   |  13 Pagesdifferent aspects of e-marketing in hospitality industry, section 2.1 will be focusing on the definition, coverage and the misuse of the term e-marketing. Section 2.2 will be focusing on e-marketing usage. Section 2.3 will be focusing on strategies or forms of e-marketing found in hospitality industry. Section 2.4 will focus on importance of e-marketing in hospitality industry. Section 2.5 will focus on the challenges associate d with the implementation of e-marketing in hospitality industry 2.1 DefinitionRead MoreMarketing Strategies For The Hospitality Industry1452 Words   |  6 PagesThe hospitality industry is an industry that heavily relies on the experience economy. It is essential for hotels and restaurants to gain a competitive advantage through differentiation to create and provide unique experiences for customers. After all, customers not only pay for products, they also pay for the services provided, embracing the experience economy. There are seven marketing strategies to achieve this goal, two of which are â€Å"Physical Evidence† and â€Å"Process†. This paper will be discussing

Australian Airline Industry - Essay - 1136 Words

Table of Contents Identify a market for tourism or hospitality services in the Asia Pacific region that is essentially oligopolistic in nature. Analyse the pricing and supply strategies of the key firms operating in this market. Introduction This report explains the theory of oligopoly and discusses how Australia s airline industry provides a solid example of an oligopoly market. It uses case studies of Qantas, Jetstar, Virgin and Tiger airlines to demonstrate how they all need to employ profit-maximising strategies that take into account the likely response to the strategies of other firms. Airline Industry Overview Australia s airline industry can be classified into three broad categories: ï‚ § domestic trunk route airlines†¦show more content†¦In the absence of effective economic regulatory oversight of the industry, it has the potential to evolve into a Qantas monopoly. High capital and set-up costs have traditionally contributed to high entry costs and have increased the market power of the airlines currently holding the top position, impeding competition. Should such circumstances continue to prevail over the longer term, it raises the issue of whether Australia s domestic market is really big enough to sustain competitive supply and whether a lightly regulated oligopoly is still appropriate. http://www.aph.gov.au/library/pubs/rp/2002-03/03rp10.htm Pricing strategy Budget air carriers have revolutionized domestic travel in Australia, making low cost travel a year-round reality for holidaymakers and business travelers alike. Both Jetstar and Virgin blue’s pricing strategy will be analyzed and discussed in this section. Low cost carriers open a totally new product: no frills, no food, no drinks, no spacious seats, no travel agencies bookings, but a very low price (Barbot, 2004). This â€Å"low-cost revolution† (Doganis, 2001) has then greatly affected the full service traditional carriers, they will have to respond this phenomenon progressively. Jetstar and Virgin blue’s pricing strategy is fairly similar. Both airlines are low cost carriers, they reduced the operating cost by cutting off unnecessary service and chargingShow MoreRelatedMalaysian Airlines Case Study962 Words   |  4 PagesAs a part of Crossman Communications, this essay will go into depth about the client, Malaysian Airlines and their recent campaign. Malaysian Airlines founded in 1957, currently flies to 53 different destinations having over 12 000 employees (Malaysian Airlines, 2017). The airline company offers the best way to fly to and from Malaysia flying over 40 000 people everyday (Malaysian Airlines, 2017). The campaign was set to rebuild the trust of Australian and New Zealander flyers due to the multipleRead MoreAid For Airline And Its Impact On The Tourism Industry1473 Words   |  6 PagesAid for Airline? Qantas airlines are an iconic Australian business, which has heavily shaped the tourism industry. However in the 2013-14 financial year, (Qantas, 2014, pg.1) due to falls in revenue, growing competition and high expenses the airline reported a 2.8 billion dollar loss. (Mccrann, 2014) It was then that the company felt it required government support to assist them in getting back on their feet. Commonly referred to as a â€Å"bailout† and in this case more specifically a â€Å"debt guarantee†Read MoreThe Policy Innovation Process Within The Australian Public Services1557 Words   |  7 Pagesquestion aims to identify the major obstacles to the policy innovation process within the Australian public services. In this research, academic theories defines and classified major obstacles to policy innovation in a different context of management. However, the paper identifies some obstacle to policy innovation in Australian public sectors; and how these problems can be removed. Nevertheless, the structure of the essay plan has three parts. The first part will classify the major obstacles to policy innovationRead MorePorters 5 Forces and Hofstedes Cultural Dimension3620 Words   |  15 PagesThe purpose of this report is to determine the suitability of Safety Airlines Ltd. expansion of business into Australia. The Porter’s Five Forces is used as a guideline of the competitive nature of the Australian domestic airline industry. An analysis of the airline industry context in Australia is made where the threats are identified and what strategies are to be employed to determine the competitive advantage for Safety Airlines Ltd. From the analysis, Porter’s Five Forces showed that the threatsRead MoreQantas Strat Mgt2611 Words   |  11 Pages1.0 Introduction The Australian domestic airlines industry operations usually consist of transportation of freight and passengers domestically (IBISWORLD, 2010). The industry has been experiencing slightly negative annual revenue growth of negative 0.4% for the past five years (IBISWorld, 2010). The domestic airlines industry consist of two major players such as Qantas Airways and Virgin Blue, and three minor players such as Regional Express, Skywest and Tiger Airways (IBISWorld, 2010). 2.0 ExternalRead MoreDefending Territory Case Studies Analysis2104 Words   |  9 PagesTerritory Case Studies Analysis Submitted by SEEMAB ALAM (17480932) Table of Contents Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...3 External Environment Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..3 General Environment Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...3 Industry environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..4 The competitive Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.5 Opportunities and threats†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦....6 Internal Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.6 Tangible and Intangible Resources†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.6 CoreRead MoreThe Impact Of Operations Management Within The Aviation Industry1219 Words   |  5 PagesThis essay will analyse and evaluate how operations management within the aviation industry helps to gain customers and allow airlines and airports to compete. The nature of operational management can be described as the administration business practices to create the highest level of efficiency possible. (Investopedia) The processes can be defined as the transformation of inputs, such as supplies, labour and resources into goods or services at minimum cost, thereby creating value. (Shim and Siegel)Read MoreBusiness Analysis : Qantas And Jetstar Essay2646 Words   |  11 Pagesauditing, marketing planning and corporate strategy : Marketing planning and marketing audit by Qantas would help this airline in getting the information have a better understanding of the demands of the customers, market demand, analysis of competitors in the market, dealers and other forces present in the international market. A formal marketing planning of the Qantas airline will help it in forecasting the market situations that would help it in developing diversified strategies for the futureRead MorePrinciples of Management in Aviation2412 Words   |  10 PagesPrinciples of Management in Aviation Essay Assignment The Macquarie dictionary defines ‘advantage’ as: â€Å"any state, circumstance, opportunity, or means specially favorable to success, interest, or any desired end†, and also defines ‘competition’: â€Å"the rivalry between two or more business enterprises to secure the patronage of prospective buyers.† (Macquarie, 2011) From these definitions, one can infer that a company’s competitive advantages are means of setting itself apart fromRead MoreChange Model2981 Words   |  12 PagesThe aim of this essay is to critically analyse the background of the Qantas and its decision to launch Jetstar on May 2004 that operated around 800 flights a week across network of 14 destinations within Melbourne, Sydney and Brisbane. Secondly, this essay will evaluate how Data Collection Feedback Cycle change model is used to gather major information and to critically analyse it. Thirdly, this essay will critically evaluate the background of Qantas and Virgi n Blue and will also highlight various

Canada vs china Essay Example For Students

Canada vs china Essay The two countries I have chosen to compare are China and Canada. Their systems of government are very different and have different powers and rolls in their country. Canada has a system of government very similar to our own. While chinas government appears to be similar as well, but it is quite different. Canadas government democratic and is parliamentary in form but, very much like our own. Like all large governments it is representative democracy. Canada has a central government designed to deal with the country as a whole. Things like national defense, banking, currency, and commerce are controlled by the central government. All other matters are left to the provinces to deal with. Such as education, hospitals, and civil rights are responsibilities of the states. The Canadian Parliament consists of two houses. Their Senate is made up of 104 members who serve until the age of seventy-five. The House of Commons is composed of 295 members who are popularly elected to serve for five-year terms. The Parliament elects the executive, the Prime Minister. Canada has a Federal system and is divided into ten provinces that have powers the way our states do. Chinas government is a dictatorship it is led by the communist party. A premier who is now Li Peng leads the country. The Executive powers rest in the State Council, which is headed by the premier, Li Peng. The National Peoples Congress is the most powerful part of Chinas government. Its members are indirectly elected to serve five-year terms. One representative is elected from each province for every 400,000 people, with a minimum of ten representatives from each. There are approximately 3000 representatives in Chinas Congress. China also has a federal government. The country is divided into Provinces, which are divided into even smaller divisions of several types. The Communist party controls the government. Other parties do exist but the Communists Party is in control of the government. Canada and China are very different States and are run by very different forms of government. The basic underlying difference between the two governments is the location of sovereignty in the counties. In China it seems as though the people do play a large part in the government, but after studying it, it is evident that the power really rests with the Communist party and the dictatorship. While in Canada the people popularly elect their representatives who elect their Prime Minister. The people elect their representatives to office and the representatives have to answer to the people. In China the members of The National Peoples Congress are indirectly elected. Im not sure what that means, but it sounds a little fishy. At any rate representatives are not popularly elected. The Communist party almost solely runs the nation. In Canada there are several different parties involved in government. In china only four percent of the population belong to the Communist p! arty. Still Communist party members hold the vast majority of significant government positions. On the other hand the Chinese and Canadian governments do have some similarities. Both governments are federal in form. They both have divisions between the central and local governments. They both are representative democracies. Well at least China tries to look like one. Canada and China are examples of governments that are fundamentally quite different. In China the people hold very little power in their government. The power rests with a small group and the Communist party. While in Canada the people popularly elect their representatives and hold the power in the government. The sovereignty rests with the people in Canada and with the Dictatorship in China. There lies the difference between the two types of government. That is also what makes America as well as Canada and other governments like ours so great. .u016d556e49d4b3947deed84a9810b40c , .u016d556e49d4b3947deed84a9810b40c .postImageUrl , .u016d556e49d4b3947deed84a9810b40c .centered-text-area { min-height: 80px; position: relative; } .u016d556e49d4b3947deed84a9810b40c , .u016d556e49d4b3947deed84a9810b40c:hover , .u016d556e49d4b3947deed84a9810b40c:visited , .u016d556e49d4b3947deed84a9810b40c:active { border:0!important; } .u016d556e49d4b3947deed84a9810b40c .clearfix:after { content: ""; display: table; clear: both; } .u016d556e49d4b3947deed84a9810b40c { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u016d556e49d4b3947deed84a9810b40c:active , .u016d556e49d4b3947deed84a9810b40c:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u016d556e49d4b3947deed84a9810b40c .centered-text-area { width: 100%; position: relative ; } .u016d556e49d4b3947deed84a9810b40c .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u016d556e49d4b3947deed84a9810b40c .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u016d556e49d4b3947deed84a9810b40c .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u016d556e49d4b3947deed84a9810b40c:hover .ctaButton { background-color: #34495E!important; } .u016d556e49d4b3947deed84a9810b40c .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u016d556e49d4b3947deed84a9810b40c .u016d556e49d4b3947deed84a9810b40c-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u016d556e49d4b3947deed84a9810b40c:after { content: ""; display: block; clear: both; } READ: Skeptical views on noahs ark Essay The people have control over the government. It is something we often overlook and take for granted. I wouldnt want to live in China or any other Communist country. In a dictatorship the dictator gets what he wants, not the people in a democracy the majority gets what they want, but the minority has the right to whine as much as he wants. What a great country we live in.Bibliography:

Companies Need To Actively Follow Dynamic †Myassignmenthelp.Com

Question: Discuss About The Companies Need To Actively Follow Dynamic? Answer: Introduction Retailing has today reached a tipping point, no longer getting to avoid omnichannel shopping. The changing demographics and technologies have also permanently altered how consumers behave and the retailers have faced this in a completely unprecedented manner. Today, simply proactively managing store portfolios would not do companies need to actively follow a dynamic, advanced and data-centric outlook to build the operations store portfolio for ensuring continuing viability (Walsh 2016). Discussion E-commerce is growing, and the growth will continue. However, it does not imply that brick and mortar would die because of it, at least not in the near future. Brick and mortar retailers have knowledge and supply chain capabilities. What they lack is technological knowledge and understanding, which can be managed by organically by means of hiring people or by partaking in acquisitions (Agrawal 2017). Shoppers are always into wanting to touch, feel and experience the product they want to buy, before buying it. They might be using digital means for researching and narrowing down their choices, but when the matter comes to compensating and buying, they look forward to seeing it in real and making sure they are making the correct choice. The future of retail is situated at the juncture of brick and mortar and e-commerce. The two shopping experience forms must be seamlessly integrated and must complement each other. The main objective for each of these shopping experiences is the same - making the method of buying products for customers as stress-free and exciting as possible. Today, as the modern shoppers have gained admittance to new technologies and changed what they wish to buy, both e-commerce and brick and mortars companies have had to alter their approached and adapt (Popomaronis 2017). It is difficult to present to customers a convincing and sticky brand experience online, especially if the products on display are non-utility items similar to accessories, apparels and home goods. In this process, many businesses have already lost money online and still offline they have been highly profitable. This tendency is getting compelled by a wish to exploit the growth in the experience economy buyers are selecting to purchase experience over products. E-commerce might be expedient, but consumers look for surprise and extemporaneity while shopping, which is only available in a brick and mortar environment. Among convenience and smart shopping, there exists a positive tension, which exist with the knowledge that there would be a pragmatic element too. At the end of the day, it is all about the comprehension of the different needs and preferences of the consumers and meeting them by means of exciting and quirky ways, not only with the help of online of offline experience, but with the connection that exists between them all (Shearman 2016). Conclusion Online shopping is trending upward and some sections of retail feel the influence more than others, like apparel and consumer goods. Online sales still today do not alone represent the whole of retail spending the need and demand for physical stores still exist and its role inside the omnichannel world still remains critical. References Agrawal, A. 2017.Does eCommerce Success Mean Physical Stores Will Disappear in the Future?. [online] HuffPost. Available at: https://www.huffingtonpost.com/aj-agrawal/does-ecommerce-success-me_b_8904146.html [Accessed 10 Sep. 2017]. Popomaronis, T. 2017.Survival In Today's Retail Environment Means Merging Physical And Digital. [online] Forbes.com. Available at: https://www.forbes.com/sites/tompopomaronis/2017/06/30/survival-in-todays-retail-management-means-merging-physical-and-digital/#45843ba16e9c [Accessed 10 Sep. 2017]. Shearman, S. 2016.Back to bricks and mortar: how e-commerce has embraced the real world. [online] the Guardian. Available at: https://www.theguardian.com/media-network/2016/jul/07/bricks-and-mortar-ecommerce-retail-digital [Accessed 10 Sep. 2017]. Walsh, M. 2016.The future of e-commerce: bricks and mortar. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/jan/30/future-of-e-commerce-bricks-and-mortar [Accessed 10 Sep. 2017].