Une comparaison empirique du profil des acheteurs monocanal et multicanaux

Christophe Bezes ()
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Christophe Bezes: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

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Abstract: This research verifies the possibility to segment retailing channels based on the characteristics of purchasers, and identifies those that are most predictive of purchase on a particular channel. Carried out on 1,478 customers of a multichannel retailer, the study highlights the need to think about customer multichannel management, either in terms of customers, but purchasers. A major predictive criterion, rarely used, springs: the distance to points of sale. This research shows also that the shopping orientations of the same individual differ from one channel to another.

Keywords: MULTICHANNEL RETAIL; CONSUMERS PROFILE; FORECASTING; SALES; IN-STORE SHOPPING; ONLINE SHOPPING (search for similar items in EconPapers)
Date: 2012-03
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Published in Revue management & avenir, 2012, 52, pp.140-158. ⟨10.3917/mav.052.0119⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00861107

DOI: 10.3917/mav.052.0119

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