Crafting Integrated Multichannel Retailing Strategies

Jie Zhang, Paul W. Farris, John W. Irvin, Tarun Kushwaha, Thomas J. Steenburgh and Barton A. Weitz

Journal of Interactive Marketing, 2010, vol. 24, issue 2, 168-180

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.

Keywords: Retail strategy; Cross-channel synergy; Retail mix decision; Channel format; Consumer behavior; Internet retailing (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (97)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:24:y:2010:i:2:p:168-180

DOI: 10.1016/j.intmar.2010.02.002

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