Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing |
| |
Institution: | 1. NEOMA Business School (Merger Between Rouen Business School and Reims Management School), Boulevard André Siegfried, 76825, Mont-Saint-Aignan, France;2. Sup de Co Montpellier Business School, 2300, avenue des Moulins, 34185 Montpellier cedex 4, France;1. Cranfield University, School of Management, United Kingdom;2. Michigan State University, United States |
| |
Abstract: | Business experts have enthusiastically projected a seamless, retail world where customers can shop across channels, anywhere and at any time. This type of multiple channel retailing is often referred to as Omni-Channel Retailing. Within academia, by contrast, there have been proportionately fewer attempts to systematically categorize the diversity of multiple channel retailing that currently exists. Hence, the concepts Multi-, Cross-, and Omni-Channel are used indistinctly. This article proposes a categorization of Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing by means of a literature review, a taxonomy of multiple channel retailing, a literature classification table, and by way of illustration, a mobile Click and Collect shop. |
| |
Keywords: | Multiple channel retailing Multi-Channel Retailing Cross-Channel Retailing Omni-Channel Retailing Click and Collect |
本文献已被 ScienceDirect 等数据库收录! |
|