Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation
This article aims to analyse and offer managerial guidance about the processes of planning, implementation and control of a multichannel strategy within the framework of Multichannel Customer Management Decision (MCMD). To achieve this objective, firstly we justify the growing adoption of a multicha...
| Main Authors: | , , , |
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| Format: | info:eu-repo/semantics/article |
| Language: | English |
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IGI Global
2023
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/14837 |
| _version_ | 1789406381108887552 |
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| author | Sánchez Pérez, Manuel Estrella Ramón, Antonia María Segovia López, Cristina Marín Carrillo, María Belén |
| author_facet | Sánchez Pérez, Manuel Estrella Ramón, Antonia María Segovia López, Cristina Marín Carrillo, María Belén |
| author_sort | Sánchez Pérez, Manuel |
| collection | DSpace |
| description | This article aims to analyse and offer managerial guidance about the processes of planning, implementation and control of a multichannel strategy within the framework of Multichannel Customer Management Decision (MCMD). To achieve this objective, firstly we justify the growing adoption of a multichannel strategy by retailers and channels participants. Following MCMD framework, we analyse the consumer behaviours linked to this kind of strategy in order to deeply understand the factors which affect consumer choice decisions related to channels. Alternative channels to brick and mortar retail channel are described, such as online channel. This helps us to offer a guide to define the multichannel strategy. Additionally, we give some ideas about the implementation of this strategy. Finally, in order to get a feedback to this planning process, we suggest carrying out a control phase. The work ends with conclusions section and future research streams. |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-14837 |
| institution | Universidad de Cuenca |
| language | English |
| publishDate | 2023 |
| publisher | IGI Global |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-148372023-12-19T08:52:25Z Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation Sánchez Pérez, Manuel Estrella Ramón, Antonia María Segovia López, Cristina Marín Carrillo, María Belén Marketing This article aims to analyse and offer managerial guidance about the processes of planning, implementation and control of a multichannel strategy within the framework of Multichannel Customer Management Decision (MCMD). To achieve this objective, firstly we justify the growing adoption of a multichannel strategy by retailers and channels participants. Following MCMD framework, we analyse the consumer behaviours linked to this kind of strategy in order to deeply understand the factors which affect consumer choice decisions related to channels. Alternative channels to brick and mortar retail channel are described, such as online channel. This helps us to offer a guide to define the multichannel strategy. Additionally, we give some ideas about the implementation of this strategy. Finally, in order to get a feedback to this planning process, we suggest carrying out a control phase. The work ends with conclusions section and future research streams. 2023-12-19T08:52:25Z 2023-12-19T08:52:25Z 2014 info:eu-repo/semantics/article Sánchez-Pérez, M., Estrella-Ramón, A., Segovia-López, C., & Marín-Carrillo, M. B. (2014). Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation. International Journal of Applied Behavioral Economics (IJABE), 3(4), 17-39. http://doi.org/10.4018/ijabe.2014100102 2160-9810 2160-9802 http://hdl.handle.net/10835/14837 en https://www.igi-global.com/gateway/article/119713 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess IGI Global |
| spellingShingle | Marketing Sánchez Pérez, Manuel Estrella Ramón, Antonia María Segovia López, Cristina Marín Carrillo, María Belén Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation |
| title | Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation |
| title_full | Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation |
| title_fullStr | Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation |
| title_full_unstemmed | Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation |
| title_short | Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation |
| title_sort | multichannel retailing and consumer behaviour: strategy design and implementation |
| topic | Marketing |
| url | http://hdl.handle.net/10835/14837 |
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