Categorization of multiple channel retailing in Multi-, Cross-, and Omni†Channel Retailing for retailers and retailing

Norbert Beck and David Rygl

Journal of Retailing and Consumer Services, 2015, vol. 27, issue C, 170-178

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 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (101)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:27:y:2015:i:c:p:170-178

DOI: 10.1016/j.jretconser.2015.08.001

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