Multichannel Retailing: A Review and Research Agenda

Huan Liu, Lara Lobschat and Peter C. Verhoef

Foundations and Trends(R) in Marketing, 2018, vol. 12, issue 1, 1-79

Abstract: The emergence of multiple channels is reshaping consumers’ purchase behavior and retailers’ marketing styles. We synthesize existing research on multichannel retailing based on more than 150 articles published in peer-reviewed marketing journals, most after 2006. From this synthesis, we reveal conditions under which both consumers and retailers can benefit from a multichannel context. More specifically, we identify multichannel retailing as a win-win game contingent on market environments, retailer characteristics, channel attributes, product categories, social and situational factors, and customer heterogeneity. Last, we highlight multiple directions for future research.

Keywords: Multichannel retailing; Multichannel shopping; Multichannel marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (16)

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