Segmenting multichannel consumers across search,purchase and after-sales

While bricks-and-mortar stores and the Internet are dominant retailing channels, mobile and social media have rapidly emerged and challenge traditional retail models and consumer behavior. However, researchers have yet to account for how consumers integrate mobile and social channels throughout the various stages of the buying process. Using Latent-Class Cluster Analysis segmentation, we examine consumer behavior in store, Internet, mobile, and social media channels across the search, purchase and after-sales buying stages in the aggregate and specific to the clothing, holiday travel and consumer electronics categories. We find five multichannel consumer segments on the basis of perceived channel importance across the buying process, as well as psychographic and demographic characteristics. Interestingly, we find a polarization in perceived importance of mobile and social media channels, with two consumer segments rating mobile and social media channels as unimportant in the buying process. Furthermore, and compared to prior segmentations of multichannel consumer behavior, we do not find an aggregate store-focused segment. However, a store-focused segment exists in the context of buying clothing and represents 28.6 per cent of consumers. The findings show multichannel consumer preferences and behavior continues to evolve in line with new and emerging retailing channels. Further, this study confirms that there is no ‘one-size fits all’ approach to multichannel retailing.     

Crafting Integrated Multichannel Retailing Strategies

Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today's retail landscape. While there are many benefits of operating multiple channels, these retailers also face many challenges. In this article, we discuss the key issues concerning multichannel retailing, including the motivations and constraints of going multichannel, the challenges of crafting multichannel retailing strategies and opportunities for creating synergies across channels, key retail mix decisions facing multichannel retailers, and the dynamics of multichannel retailing. We synthesize current knowledge drawn from the academic literature and industry practice, and discuss potential directions for future research.     

Shopping mall retailing: A bibliometric analysis and systematic assessment of Chebat's contributions

Shopping malls are unique retail environments offering individual consumption experiences within a holistic retail ecosystem. Drawing on a bibliometric analysis and a systematic review of 31 articles, this research synthetizes Jean-Charles Chebat's contributions to the shopping mall literature. Findings highlight four core clusters of the shopping mall literature, namely spatial wayfinding, atmospherics, consumer differences across shopping mall experiences, and shopping mall consequences. The newly developed Shopping Mall Experience Framework extends Chebat's research proposing additional elements of interest for current mall retailing research. Managerial implications offer practical guidance on successfully designing and maneuvering shopping malls of the future.     

A Second-hand Shoppers’ Motivation Scale: Antecedents, Consequences, and Implications for Retailers

In view of growing interest in alternative consumption channels and critiques of conventional retailing, this study proposes a scale of second-hand shopping motivations. After defining the concept, we present the characteristics of second-hand shopping and explain the importance of a motivation-based approach. Through qualitative and quantitative studies and two data collections carried out in France with 708 subjects, we propose a reliable, valid, eight-factor scale that includes motivations related to products and distribution channels. A second-order hierarchical structure supports the tripartite nature (critical, economic, and recreational) of this form of shopping. Furthermore, the measure reveals, through a typological analysis, four consumer segments: “polymorphous enthusiasts”, “thrifty critics”, “nostalgic hedonists”, and “regular specialist shoppers”. We discuss the applications of this new scale and their implications for both research and retailing strategies.     

“Showrooming” in Consumer Electronics Retailing: An Empirical Study

The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Based on their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, they state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.     

Consumer experiences,attitude and behavioral intention toward online food delivery (OFD) services

Prior research has mostly examined consumer attitudes toward online services/retailing in general and a few researchers have addressed consumer experiences with online food delivery (OFD) services. The purpose of this study is to examine the structural relationship between convenience motivation, post-usage usefulness, hedonic motivation, price saving orientation, time saving orientation, prior online purchase experience, consumer attitude and behavioral intention towards OFD services. The study proposes an integrative theoretical research model based on the Contingency Framework and Extended Model of IT Continuance. 224 valid questionnaires were collected to empirically test the research model using the partial least square (PLS) path modeling approach. The results imply that the proposed hypotheses were supported, except for the relationship between prior online purchase experience and post-usage usefulness. Practical implications and limitations are discussed.     

Consumer entitlement theory and measurement

Previous studies of personality observe that a healthy individual maintains a level of entitlement. Consumer entitlement concerns the extent to which a customer expects special treatment in retail environments. To date, marketing scholars have not investigated consumer entitlement at the buyer–seller interface. This article represents an initial attempt to examine this construct in a retailing context. The development of a scale, the consumer entitlement inventory (CEI), is reported. The scale's psychometric properties were examined, with the use of an undergraduate sample ( N = 410). Antecedents and implications for consumer entitlement are discussed. © 2005 Wiley Periodicals, Inc.     

Modeling innovative points of sales through virtual and immersive technologies

This study examines the benefits of virtual and augmented reality for retailing in order to propose a theoretical framework for the development of innovative and efficient stores. The purpose is to investigate the relevance of advanced technologies in the points of sale from user’s standpoint for deeply understanding their influence on consumer’s perception. The study gathers data from 150 respondents for investigating the influence on consumers in terms of ease of use, enjoyment and store perception. To achieve this goal, the research focuses on Structural Equation Model (SEM) approach to map the correlations among variables.The results illustrate consumer’s response towards the introduction of virtual and immersive technologies in traditional points of sales. Specifically, they are prompted to use these stores, which became more attractive and appealing.Managerial and marketing implications are also theoretically discussed, showing how an immersive store might represent the starting point for further advances in retailing.     

Exploring Perceived Channel Price,Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping

This study investigates consumer perceptions of price-quality-value based on shopping channel attributes as antecedents of channel choice and usage in multichannel shopping environments. Findings indicate that channel usage intention is directly influenced by consumer perceptions of channel value and indirectly by consumer perceptions of channel quality and channel price. Consumer perceptions of channel attributes most important to channel usage intention include utilitarian and hedonic value, service and merchandise quality, and monetary and non-monetary price. Managerial implications for retailers suggest a need for strategic management and differentiation of channel attributes to enhance channel value perceptions and increase channel usage intention.     

Minding the competition: The drivers for multichannel service quality in fashion retailing

PurposeConsumer purchasing behaviour has changed substantially in the light of recent developments in E-Commerce. So-called ‘multichannel customers’ tend to switch retail channels during the purchasing process. In order to address changing consumer behaviours, multichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. Drawing on expectation confirmation theory, this paper investigates drivers for service quality from the perspective of multichannel fashion customers.Design/methodology: This paper approaches the topic of multichannel service quality by adopting a social constructionist research paradigm, utilising an abductive approach and an embedded case study research strategy. It aims to explore the lived experiences and perspectives of individuals in the context of an evolving complex and multidimensional phenomenon. The paper seeks information-rich cases and therefore views service quality through the eyes of experienced German multichannel customers. A customer perspective helps to explain the phenomenon of multichannel service quality and helps to disclose the meaning that these customers give to it. The sample size for this research consisted of 18 in-depth interviews and two focus groups including ten focus group participants. As such, a process of methodological triangulation was followed.FindingsIntegration quality is identified as the essence of competitive advantage for multichannel retailers. The paper conceptualises integration quality as a catalyst, which plays a supporting role in reinforcing the reactions of the physical and electronic service quality in order to provide an optimised service quality experience.Originality/valueThis paper looks at retailer/customer interactions in the context of purchases of a fashion product at a retailer using different retail channels. It highlights the distinctive requirements of multiple-channel systems within which the focus should not only be to enhance and improve physical and/or electronic service quality, but must also be about the integration of the service offers of each channel. The paper contributes to the interpretation of multichannel service quality with a new concept that explains the phenomenon from the perspective of customers.     

Gender differences in the linkage of online patronage behavior with TV-and-online shopping values

The main purpose of this study is to investigate gender differences in the linkage of online patronage behavior with multi-channel shopping values in context of TV-and-online retailing. Data collected from 226 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The empirical result shows that utilitarian and hedonic TV shopping values have indirect positive effects on consumer online patronage intention through their associated online counterparts. Additionally, both utilitarian and hedonic TV shopping values are found to influence their associated online counterparts more strongly for men than for women. The findings of this study provide several important implications for the research and practice of multi-channel retail service.     

Consumer decision-making of slow moving consumer goods in the age of multi-channels

Currently, consumer decision-making is influenced by the spread of technology that has made multi-channel retailing possible. Multi-channel retailing can be defined as a retailer using a combination of separate and independent channels without any overlap for promoting and selling products and services. This study contributes to three research streams: consumer decision-making, multi-channel retailing and slow-moving consumer goods (SMCG). A theoretical framework is developed to examine the decision-making processes of two groups of consumers, Millennials and Mothers. As the aim of the study was to gain insight into consumer decision-making in the context of multi-channels it was designed to be exploratory and used an abductive approach. The empirical material was mainly collected via interviews in store and consumers’ homes. The interview data are complemented by in-store observations. Our findings show that multi-channels influence consumers’ decision-making and that there are differences between Millennials and Mothers. Different devices and channels are used at different stages of the decision-making process and we claim that they complement, rather than conflict with each other. Retailers need to understand that customers expect omni-channelling, which has a positive impact on brand and sales. We argue that retailers who want to remain competitive will need to move toward omni-channelling.     

Crosswise and reciprocal interdependencies within retailers’ multichannel structures

Understanding consumer behavior across channels is the fundamental basis for implementing successful multichannel retailing strategies. This study analyzes the crosswise and reciprocal relationships between offline and online brand beliefs, offline and online retail brand equity and consumers’ conative loyalty to a retailer in multichannel structures. The relationships are contextualized by investigating fashion and grocery retail sectors and different prior channel performances that are likely to affect the paths to loyalty across channels. To provide insight into these issues, two cross-sectional and two longitudinal models are employed. The results show that former brick-and-mortar retailers are able to significantly increase consumers’ loyalty to the firm by primarily designing offline (secondary online) attributes and beliefs. The results hold for retailers in both fashion and grocery retailing, however, with stronger effects in fashion, as well as for retailers with strong vs. weak prior channel performance. However, indirect effects indicate that online brand beliefs and offline retail brand equity are the central strategic levers for prior strong (vs. weak) retailers. Reciprocal relationships between online and offline retail brands underline important channel interdependencies. Managers thus need to take these crosswise and reciprocal interdependencies between channels into account when designing successful multichannel retailing systems. This study introduces the novel idea of simultaneous crosswise and reciprocal relationships within multichannel retail structures and shows that paths to loyalty vary for retailers in different retail sectors and retailers with strong vs. weak offline and online channel performances.     

Online and offline retailing: What we know and directions for future research

The fast-paced growth of e-commerce is rapidly changing consumers’ shopping habits and shaping the future of the retail industry. While online retailing has allowed companies to overcome geographic barriers to selling and helped them achieve operational efficiencies, offline retailers have struggled to compete with online retailers, and many retailers have chosen to operate both online and offline. This paper presents a review of the literature on the interaction between e-commerce and offline retailing, highlighting empirical findings and generalizable insights, and discussing their managerial implications. Our review includes studies published in more than 50 different academic journals spanning various disciplines from the inception of the internet to present. We organize our paper around three main research questions. First, what is the relationship between online and offline retail channels including competition and complementarity between online and offline sellers as well as online and offline channels of an omnichannel retailer? Under this question we also try to understand the impact of e-commerce on market structure and what factors impact the intensity of competition /complementarity. Second, what is the impact of e-commerce on consumer behavior? We specifically investigate how e-commerce has impacted consumer search, its implications for price dispersion, and user generated content. Third, how has e-commerce impacted retailers’ key managerial decisions? The key research questions under this heading include: (i) What is the impact of big data on retailing? (ii) What is the impact of digitization on retailer outcomes? (iii) What is the impact of e-commerce on sales concentration? (iv) What is the impact of e-commerce and platforms on pricing? And (v) How should retailers manage product returns across online and offline channels? Under each section, we also develop detailed recommendations for future research which we hope will inspire continued interest in this domain.     

Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns

Scientifically judging and comparing different mobile e-commerce retailing applications (apps) are essential to increase online shopping efficiency and enhance design for system improvement. In this research, the use of mobile apps in e-commerce retailing is viewed as an information operation process, and distance of information-state transition (DIT) theory is introduced to measure the “convenience” of mobile apps to obtain service information. Thus, a novel DIT-based evaluation method for the ease of use of mobile apps in e-commerce retailing from the perspective of consumer online shopping behaviour patterns is proposed. Three representative Chinese enterprises, namely, Tianmao Mall, Jingdong Mall and Suning Easy-to-buy, are chosen as study objects. Moreover, the corresponding ease-of-use indicators of three mobile apps under typical online shopping behaviour patterns are evaluated quantitatively. Results show that this research has important implications not only for online consumers but also for designers of online shopping systems.     

Consumer Market Beliefs About Retailing

This study emprically examines the subject of general beliefs that consumers have about retailing. Results from a survey of 485 consumers about the degree of consumer endorsement for sixteeen market beliefs are reported and discussed in terms of implications for retailing management.     

Street harassment is marketplace discrimination: The impact of street harassment on young female consumers’ marketplace experiences

This study brings street harassment to the retailing and consumer services literature streams. Street harassment describes unwanted interactions in public spaces between strangers or customers and is often motivated by a person’s gender, sexual orientation, or gender expression. To date, marketers have overlooked the occurrence of street harassment in retail establishments and consumer service domains, such as in theaters, public markets, recreational areas, and shopping malls. This work empirically demonstrates the extent to which young women in Nepal experience harassment from men in the marketplace and the various tactics they employ to lessen it. Furthermore, this research exposes the extent to which Nepali men admit to participating in verbal, physical, or visual harassment of women in various retailing and service settings. The article concludes with a discussion of theoretical, managerial, and societal implications and encourages public policy officials to treat street harassment as a criminal offense.     

Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach

The way consumers make decisions across online and offline channels according to their perceptions of retailers׳ marketing practices is not well understood in the current literature. A few empirical studies have examined consumer decision-making styles (CDMS) and marketing practice among online and shopping mall consumers. This research endeavors to understand CDMS as market segments on the perception of marketing practice across retail channels. A total of 315 online and paper–pencil-questionnaires were collected to conduct the statistical analysis for the measurement and structural model using the partial least squares (PLS) path modeling approach, a structural equation modeling (SEM) technique. Six consumers׳ characteristics–perfectionist, brand consciousness, price conscious, fashion conscious, recreational and impulsive shoppers–were assessed in respect of retail products, price, advertising and retailing across-channels. The study contributes to retailing management by enabling it to implement effective retail segmentation and cross-channel strategy according to CDMS. The study limitations and implications are discussed.     

Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices. We propose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition. We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues.