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Defining a retailer’s channel strategy applied to young consumers

Brigitte de Faultrier (ESSCA School of Management, LUNAM University, Angers, France)
Jacques Boulay (ESSCA School of Management, LUNAM University, Angers, France)
Florence Feenstra (ESSCA School of Management, LUNAM University, Angers, France)
Laurent Muzellec (UCD Michael Smurfit Graduate Business School, University College Dublin, Blackrock, Co. Dublin, Ireland)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 1 December 2014

Abstract

Purpose

The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers.

Design/methodology/approach

The authors use a qualitative study that adopts the consumer perspective and employed an investiga-tive channel-scan approach based on two scenarios applied to 12 retailers selling childrenswear. The authors studied 139 flows between all the channels and explored the retailers’ child orientation.

Findings

The paper revealed that the channel configuration and integration of retailers showed a di-versity of approach leading us to distinguish eight different retail channel strategies. It also appears that there is limited evidence of a specific selling channels designed for children by retailers in selling products aimed at the child market.

Research limitations/implications

This study contributes to the retail marking literature by showing evidence of child orienta-tion in channel management. Nevertheless, the results show the need for future research to understand the causes and effects of channel child orientation and the way it contributes to the retail channel strategy.

Practical implications

The findings have practical implications for retailers by providing a framework to help them in their decision-making regarding retail channel strategy. It also sheds new light on the con-tribution from young consumers in retail channel strategy.

Originality/value

The contribution of this paper is to explore the combined perspective of configuration and integration of the channel-to-market as part of the retail channel strategy. The paper also provides evidence of child orientation in retail channel strategy when retailers selling prod-ucts for children are concerned.

Keywords

Acknowledgements

This paper is based on a research project “Kids and Retailing” funded by the French competitive cluster Nova Child.

Citation

de Faultrier , B., Boulay, J., Feenstra, F. and Muzellec, L. (2014), "Defining a retailer’s channel strategy applied to young consumers", International Journal of Retail & Distribution Management, Vol. 42 No. 11/12, pp. 953-973. https://doi.org/10.1108/IJRDM-02-2014-0018

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited