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Article
Publication date: 1 February 2002

Denise D. Schoenbachler and Geoffrey L. Gordon

Observes that traditional retail, catalog, and online‐only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple…

Abstract

Observes that traditional retail, catalog, and online‐only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple channels or to retain their single channel model and risk becoming obsolete and left behind by new, multi‐channel competitors. The decision process and implementation of a multi‐channel strategy could be simplified if businesses understood what drives consumers to a single channel, multiple channels, and which channels are preferred. Outlines the key issues facing multi‐channel marketers, and encourages multi‐channel businesses to take a customer‐centric view rather than a channel focused view to work through the challenges unique to the multi‐channel marketer. A model of multi‐channel buyer behavior is proposed to help the multi‐channel marketer develop a customer‐centric view. Presents a series of propositions which serve to encourage and direct future research in this area.

Details

Journal of Consumer Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 18 April 2016

Sophie Jeanpert and Gilles Paché

When a company simultaneously manages several distribution channels, there are important issues regarding the sharing of marketing and logistical resources. This paper…

Abstract

Purpose

When a company simultaneously manages several distribution channels, there are important issues regarding the sharing of marketing and logistical resources. This paper aims to discuss the integration of sales staff, communication and logistical operations to improve service delivery to multi-channel consumers.

Design/methodology/approach

The paper is based on a literature review regarding multi-channel strategy to build a conceptual framework. This framework is discussed using three illustrations from the French multi-channel distribution field (King Jouet, Fnac and Darty).

Findings

The exploratory research underlines the importance of information about how consumers order in different channels. This makes the global management of different channels difficult and threatens marketing and logistical sharing.

Practical implications

The integration process is becoming increasingly important in service recovery. Companies must therefore facilitate total access to logistical information. This requires an organisational interaction between marketing and the supply chain activities.

Originality/value

The paper underlines the importance of the integration process in service recovery management, particularly when a defective product must be replaced and a new product be made available to consumers.

Details

Journal of Business Strategy, vol. 37 no. 2
Type: Research Article
ISSN: 0275-6668

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Book part
Publication date: 17 June 2020

Maria Palazzo, Pantea Foroudi and Alfonso Siano

Abstract

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Beyond Multi-channel Marketing
Type: Book
ISBN: 978-1-83867-686-5

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Article
Publication date: 25 September 2019

Gregory Bressolles and Gerald Lang

The purpose of this paper is to expand existing research on fulfillment systems for multi-channel retailers by combining analysis of customer expectation (CE) with…

Abstract

Purpose

The purpose of this paper is to expand existing research on fulfillment systems for multi-channel retailers by combining analysis of customer expectation (CE) with economic performance (EP) aspects.

Design/methodology/approach

This exploratory study is based on a literature review of supply chain management and marketing combined with the results of an online questionnaire submitted to French and Chinese multi-channel retailers from two sectors.

Findings

The results enable the authors to identify 13 important key performance indicators (KPIs) used by multi-channel retailers for measuring e-fulfillment system performance and also to determine under which of the EP or CE criteria these KPIs might be linked.

Research limitations/implications

Although the sample size is limited, this research is intended to be exploratory, based on the practices of supply chain and marketing managers. Moreover, the results do not address interdependencies among the different KPIs.

Practical implications

E-fulfillment is a major challenge for multi-channel retailers; it is cost intensive and critical for customer satisfaction. The identified set of KPIs enables retailers to choose those relevant to their particular infrastructure.

Originality/value

A limited number of scholarly works have explored the operational implications of online retailing in terms of e-fulfillment in a multi-channel context. In order to manage such supply chains efficiently and effectively, traditional measures of supply chain performance need to be adapted. This study expands existing knowledge by developing measurement systems and metrics for the evaluation of supply chain performance in this context.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Abstract

Details

Direct Marketing: An International Journal, vol. 2 no. 2
Type: Research Article
ISSN: 1750-5933

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Article
Publication date: 14 March 2016

Shannon Cummins, James W. Peltier and Andrea Dixon

This paper aims to develop an omni-channel framework in the context of sales and sales management related to six areas: sales contexts, impact of technology, stages in the…

Abstract

Purpose

This paper aims to develop an omni-channel framework in the context of sales and sales management related to six areas: sales contexts, impact of technology, stages in the sales process, impact on relationships, impact on firm performance and the role of various communication tools and platforms. The paper also offers future reach needs in each of these areas.

Design/methodology/approach

Literature review and research needs development.

Findings

Research in omni-channel marketing in the context of sales and sales management is virtually silent. The authors identify key research gaps and offer recommended future research opportunities.

Originality/value

To date, little research in sales and sales management has studied multi-channel marketing. The omni-channel research framework reported here is unique and will help guide research in this area.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 12 June 2017

Elizabeth Manser Payne, James W. Peltier and Victor A. Barger

In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer…

Abstract

Purpose

In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research.

Design/methodology/approach

The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity.

Findings

Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts.

Practical implications

The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships.

Originality/value

The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 12 July 2011

Siwon Cho and Jane Workman

This study aims to examine whether gender, fashion innovativeness and opinion leadership, and need for touch have effects on consumers' multi‐channel choice and…

Abstract

Purpose

This study aims to examine whether gender, fashion innovativeness and opinion leadership, and need for touch have effects on consumers' multi‐channel choice and touch/non‐touch shopping channel preference in clothing shopping.

Design/methodology/approach

A survey was conducted using a convenience sample of 123 male and 154 female US college students. Data were analyzed using PASW Statistics 18 and Analysis of Moment Structure (AMOS) 18.

Findings

Results showed that participants' multi‐channel choice was influenced only by fashion innovativeness and opinion leadership such that consumers high in fashion innovativeness and opinion leadership tend to use more than one shopping channel. Touch channel preference was influenced by need for touch and multi‐channel choice such that participants who had higher need for touch and used more than one channel for clothing shopping preferred local and non‐local stores. Non‐touch channel preference was influenced by fashion innovativeness and opinion leadership and multi‐channel choice. Regardless of gender, those high in fashion innovativeness and opinion leadership who used more than one channel preferred TV retailers, catalogs, and online stores.

Research limitations/implications

Results cannot be generalized to the larger population of other consumer groups. Future research should include other population groups.

Originality/value

This study is the first to investigate the effects of consumers' gender, fashion innovativeness and opinion leadership, and need for touch on their multi‐channel choice and touch/non‐touch shopping channel preference in clothing shopping.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 15 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 23 October 2007

Bruce D. Keillor

Abstract

Details

Direct Marketing: An International Journal, vol. 1 no. 4
Type: Research Article
ISSN: 1750-5933

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Article
Publication date: 13 February 2009

Kim Hongyoun Hahn and Jihyun Kim

The purpose of this research is to examine the influences of consumer trust and perceived internet confidence on consumer apparel shopping intention via the online…

Abstract

Purpose

The purpose of this research is to examine the influences of consumer trust and perceived internet confidence on consumer apparel shopping intention via the online retailer operated by a multi‐channel retailer.

Design/methodology/approach

A total of 261 students in a large US Midwestern University participated in the paper‐based survey and provided usable responses. Structural equation modeling was used to test hypotheses.

Findings

Consumer trust in an online retailer was a significant predictor of perceived internet confidence and search intention for product information via the online retailer. Search intention for product information via the online store and perceived internet confidence were significant and strong predictors of consumers' behavioral intention toward the online retailer.

Research limitations/implications

Limitations of the present study include sampling, which prevents the generalization of the results to all multi‐channel shoppers.

Practical implications

The findings of the study suggest that retailers offer an internet channel as part of a multi‐channel retail strategy and provide consistent service throughout their various channels.

Originality/value

The paper finds that there are significant influences of consumer trust and perceived internet confidence on consumer apparel shopping intention via the online retailer operated by a multi‐channel retailer.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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