The value propositions of multi-, cross-, and omni-channel retailing

Abstract

Purpose

This study examines how retailers leverage multiple-channel strategies in relation to their customer value propositions (CVPs). More specifically, the purpose of this paper is to identify and analyze how multi-, cross- and omni-channel CVPs differ in terms of how they create value and which types of shopping motivations they aim to satisfy.

Design/methodology/approach

This conceptual paper presents and synthesizes three theoretical discussions pertaining to consumer shopping motivations, CVPs and multiple-channel retailing strategies into a tentative conceptual framework. Nine case examples are used to illustrate three different channel strategies: multi-channel, cross-channel and omni-channel retailing.

Findings

A tentative framework for understanding retailers’ channel strategies is suggested.

Practical implications

Retailers will benefit from a structured and synthesized understanding of the differences between multiple-channel strategies and their links to CVPs.

Originality/value

This paper introduces and integrates the concept of CVPs with the literature on multi-channel retailing strategies.

Citation

Yrjölä, M., Saarijärvi, H. and Nummela, H. (2018), "The value propositions of multi-, cross-, and omni-channel retailing", International Journal of Retail & Distribution Management, Vol. 46 No. 11/12, pp. 1133-1152. https://doi.org/10.1108/IJRDM-08-2017-0167