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A guide to developing and managing a well‐integrated multi‐channel retail strategy

Barry Berman (Barry Berman is the Walter H. “Bud” Miller Distinguished Professor of Business, at Hofstra University, Hempstead, New York, USA.)
Shawn Thelen (Shawn Thelen is Assistant Professor of Marketing, both at Hofstra University, Hempstead, New York, USA.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 March 2004

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Abstract

A well‐integrated multi‐channel format enables consumers to examine goods at one channel, buy them at another channel, and finally pick them up at a third channel. Multichannel retailing offers synergies, as it can result in an increased customer base, added revenue, and higher market share. Common characteristics of a well‐integrated retail strategy include: highly‐integrated promotions, product consistency across channels, an integrated information system that shares customer, pricing and inventory data across multiple channels, a process that enables store pick‐up for items purchased on the Web or through a catalog, and the search for multi‐channel opportunities with appropriate partners. This article provides a check‐list to enable a retailer to assess its readiness to undertake a multi‐channel strategy.

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Citation

Berman, B. and Thelen, S. (2004), "A guide to developing and managing a well‐integrated multi‐channel retail strategy", International Journal of Retail & Distribution Management, Vol. 32 No. 3, pp. 147-156. https://doi.org/10.1108/09590550410524939

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited