To read this content please select one of the options below:

Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry

Wooyong Jo (Emory University, Atlanta, USA)
Jikyung (Jeanne) Kim (IE University, Madrid, Spain)
Jeonghye Choi (Yonsei University, Seoul, Republic of Korea)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 4 April 2020




This study aims to identify, within the context of the French fashion industry, the characteristics of multichannel shoppers, that is, consumers who use more than one channel in a single shopping trip. We especially investigate whether consumers' focus on quality versus price affects their multichannel shopping tendency and their flexibilities in their shopping lists (basket flexibility).


We surveyed a representative sample of 400 French shoppers regarding fashion apparel purchasing. We use a logistic regression framework to measure the probability of a shopper becoming a multichannel shopper based on the key constructs and a battery of control variables.


The analysis shows that, in fashion buying, shoppers focused on quality and those with high basket flexibility have a higher probability of becoming multichannel shoppers. The probability becomes even greater when a shopper is both quality oriented and has basket flexibility.

Research limitations/implications

We focus on the fashion apparel market for a deeper understanding of multichannel usage of products with both experience and search features. Future research can investigate other industries for higher generalizability.

Practical implications

Our research provides insights into multichannel fashion companies whose managements aim to effectively manage high-value customers who tend to use more channels when shopping. Specifically, an omnichannel marketing strategy should focus on capturing the quality-oriented and highly basket-flexible segment of consumers.


Our study provides evidence that for products having high experiential as well as search features, quality-oriented and highly flexible shoppers engage more in multichannel shopping. Because these characteristics are related to the long-term value of customers, we provide the link between multichannel marketing and firm profitability in the context of the fashion industry.



The authors gratefully acknowledge insightful comments and suggestions from the two anonymous reviewers and the editor of APJML. This paper streams from work started during the first author’s undergraduate studies at Yonsei University. This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea [Grant NRF-2017S1A3A2066788].


Jo, W., Kim, J.(J). and Choi, J. (2020), "Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 1, pp. 250-274.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles