Acquiring Customers Through Click-and-Collect, Price Matching, and Environmental Information

María-Jose Miquel-Romero (), Marta Frasquet () and Alejandro Mollá-Descals ()
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María-Jose Miquel-Romero: University of Valencia
Marta Frasquet: University of Valencia
Alejandro Mollá-Descals: University of Valencia

A chapter in Advances in National Brand and Private Label Marketing, 2024, pp 47-52 from Springer

Abstract: Abstract Showrooming is becoming a common behavior that damages the profitability of store-based retailers and may also amplify the environmental impact derived from last mile home delivery. The aim of this study is, first, to find out if offering a click-and-collect channel with a price-match can help the visited retailer to acquire customers by converting competitive showroomers; second, to uncover if being aware of the different environmental impact of the delivery options could change the showroomer's mind towards the click-and-collect option; and third, to reveal if environmental awareness is moderated by the individual’s environmental concern and bad conscience during showrooming. Results highlight the strategic relevance for multichannel retailers of offering a click-and-collect option and providing information on the environmental impact of last mile delivery for managing the competitive showrooming issue.

Keywords: Click&collect; retailing; showrooming; environmental awareness; bad conscience (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-69192-8_5

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DOI: 10.1007/978-3-031-69192-8_5

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