Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation

Manuel Sánchez-Pérez, Antonia Estrella-Ramón, Cristina Segovia-López and María B. Marín-Carrillo
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Manuel Sánchez-Pérez: School of Economics and Business, University of Almeria, Almeria, Spain
Antonia Estrella-Ramón: School of Economics and Business, University of Almeria, Almeria, Spain
Cristina Segovia-López: School of Economics and Business, University of Almeria, Almeria, Spain
María B. Marín-Carrillo: School of Economics and Business, University of Almeria, Almeria, Spain

International Journal of Applied Behavioral Economics (IJABE), 2014, vol. 3, issue 4, 17-39

Abstract: 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.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jabe00:v:3:y:2014:i:4:p:17-39

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