Crafting Integrated Multichannel Retailing Strategies |
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| Authors: | Jie Zhang Paul W Farris John W Irvin Tarun Kushwaha Thomas J Steenburgh Barton A Weitz |
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| Institution: | 1. Robert H. Smith School of Business, University of Maryland, 3311 Van Munching Hall, College Park, MD 20742, USA;2. Darden Graduate School of Business Administration, University of Virginia, P.O. Box 6550, Charlottesville, VA 22906-6550, USA;3. J. C. Penney Company, Inc., 6501 Legacy Drive, Plano, TX 75024, USA;4. Kenan-Flagler Business School, University of North Carolina at Chapel Hill, Campus Box 3490, McColl Building, Chapel Hill, NC 27599-3490, USA;5. Harvard Business School, Soldiers Field, Boston, MA 02163, USA;6. Warrington College of Business Administration, University of Florida, P.O. Box 117153, Gainesville, FL 32611, USA |
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| Abstract: | 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. |
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