Business Question

For this assignment, you are going to compare and contrast shopping in different channels. I want you to describe shopping WITHIN A SINGLE PRODUCT CATEGORY of your choosing. You will describe the shopping experience using two different CHANNELS provided by a SINGLE RETAILER. One channel must be in a physical store, the other can be a website or mobile app. Pay attention to details in the directions. This assignment should be completed in essay form.

MKT 379 – Application Assignment 4
Channel Comparison – Essay Assignment
For this assignment, you are going to compare and contrast shopping in different channels.
I want you to describe shopping WITHIN A SINGLE PRODUCT CATEGORY of your choosing.
You will describe the shopping experience using two different CHANNELS provided by a
SINGLE RETAILER. One channel must be in a physical store, the other can be a website or
mobile app.
Here are some EXAMPLES of the types of purchases you could describe:
1. Shopping for toys on Target’s website versus shopping for toys in a Target store
2. Shopping for laptops on Best Buy’s website compared to shopping for a laptop in a
Best Buy store
3. Shopping for school supplies using Wal-Mart’s app versus shopping for supplies in a
Wal-Mart store
You may either go to a physical store and compare the retailer’s store with their website or
app or you can rely on an experience you had in the past and describe that process to the
best of your ability.
Using an ESSAY format, describe the shopping experience with your chosen retailer
with two different channels. Compare and contrast the physical store with the
website or mobile app.
Answer and elaborate upon the following questions in your essay:
1. What differences are there in the assortments offered through the two channels?
2. Are prices the same or different between channels?
3. What are specific benefits and problems associated with each channel?
4. From which channel did you (or would you) make a purchase? Explain why.
5. Does the retailer engage in cross-channel retailing? Explain.
6. Do you feel the retailer is a successful omnichannel retailer? Explain why.
Use at least 10 terms from the chapter in your discussion. They do not have to be “key
terms” as defined in the textbook. You can use terms such as “touch-and-feel” or “look-andsee” that are discussed in the book but not specifically defined as “key terms”.
Walk me through the shopping process in essay form, answer the questions outlined above,
and provide enough discussion to demonstrate an understanding of each term used from
the chapter. There are no specific page-length requirements, but please use complete
sentences and paragraphs as needed. Proofread your work for spelling and grammar
errors. Use bold font for each term used in your assignment so that I can easily find the
terms and assess if they are used correctly.