||Physical channel is facing severely challenges on its sales turnover owing to slow but gradual disseminated effects of market saturation and cause sluggish new store opening speed, this is obvious seen in particular relatively small scale economy in Taiwan; fixed/variable costs are roar up annually which includes rental, electricity/water for operation, labor cost, in contrast, sales turnover is at downtrend decreased which have shown impacts from deteriorated macroeconomic environment in Taiwan, and shifting of customer behavior, all aforementioned have resulted in lower customer count, drop in sales turnover for retailers. Emerge of Virtual channel appears to be salvation from savior in long run torture as stand of physical channel, virtual channel is deems as brand new momentum/growth engine in eye of physical channel and to be counted on as an alternative of increasing corporate/company sales turnover, majority of them take a crack at creation of larger market economic scale, lineups to joint in virtual channel is common from even earlier time up to current.|
Looking ahead, witnessed the growth and evolution of virtual channels, it is obviously that the multi-channel trend is going to onward in next decade, customers/consumers experienced different/peculiar shopping events which delimited the restrictions from time/location that traditional shopping would have to confront with, this has changed customer/consumer shopping habit/behavior, integration of upper and down streams supply chains has made new shopping era either for retailer or consumer. It triggers a crucial topic of how corporation/company to co share its virtual and physical resources to gain win, all aiming at maximization of profitability and simultaneously would have provided thrilling shopping experience to customer/consumer.
The research hypothetically assumes and utilizes 9 elements that formed Business Model to analyze key enterprise resources, how enterprises can adapt and properly combine internal resources to acquire advantageous even strategic alliance position, we are about to observe and will get conclusion throughout case study in this research, testrite group in this case, to explore business model under how seamless retailing works in multi channel marketing, hope this research will serve as significant reference at regards of combination virtual/physical channels for all other retailers as well.