Postioning of online vs. brick and mortar

Advantages to online positioning

·      Clear pictures, and many views offer the online shopper to fully see what the product is like without physically seeing it and feeling it

·      The colors of the website really portray what AllSaints is about

   Ex: pre-aged, vintage, darker and basic colors

·      Allow customer to listen to music through their basement sessions, which AllSaints is known to have

·      Excellent job of creating a specific image in the consumers mind

·      Succeed in conveying the concept of the products and brand and how their merchandise fulfills the consumers need

·      Offer Basement Sessions and video collections

·      Offer their website in different countries, currencies and languages 

 

Click here to visit website  

Advantages to brick and mortar positioning

·      Get the full experience and of shopping at AllSaints 

                  --The design, layout, music, pictures within the store all portray what AllSaints is about

·      Ipads throughout the store that allow shopper to view online website

·      Succeed at establishing the specific image for AllSaints in the consumers mind

·      Have a much broader selection of merchandise than offered online

·      The sales people are knowledgeable and available to help with any questions you may have about the product or brand

·      Succeed in conveying the concept of the products and brand and how their merchandise fulfills the consumers need 

Disadvantages to online positioning

·      Only selected merchandise and sizes sold online

·      AllSaints tends to be out of stock in many items and sizes, which then allows the shopper to go to a competitor

·      Free shipping is not offered worldwide

·      Customer service has limited hours

Disadvantages to brick and mortar positioning

·      I do not believe that there are any disadvantages to the way that AllSaints positions themselves in-store. 

      

                                    Multichannel Marketing Concepts 

• Multichannel marketing is the use of many different types of marketing, such as web sites, catalogs, telephone calls, mail, and television advertisements in order to obtain the business of a consumer.

• AllSaints and Allsaints.com do not have many different types of marketing. AllSaints prefers to keep their customers and others informed by word of mouth, rather than advertising excessive amounts. 

• AllSaints does offer an app that you can download for your smartphone or tablet. Although this is a good start for multichannel marketing, this app needs improvement. The app does not have much of the merchandise, and the app as a whole tends to close very frequently while in use.
• Also, if you join AllSaints newsletter, you receive frequent emails about new merchandise and promotions 
• Currently, AllSaints does not have television advertisements