Crafting Integrated Multichannel Retailing Strategies

Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

“…The research results clearly show that multichannel consumers do not separate channels when they shop fashion, which is consistent with previous literature [31,58,77]. Furthermore, consumers do not have a clear channel strategy.…”

“…Their shopping behavior is more exploratory, seeking more variety than consumers who buy in a single channel [39,56]. In addition, multichannel consumers consider their shopping experience holistically [31] and look for an integrated [77] and consistent experience between channels [58]. They do not think of channels in isolation but combine them and made decisions based on their mood and lifestyle demands [49].…”

Mapping customer journeys in multichannel decision-making

“…It is a much needed addition to marketing discourse, complimenting the retailer's view of multichannel strategy which is the subject of a growing number of academic and practitioner articles 2,11 . More specifically, by adopting inductive research we allow for realistic patterns to emerge of how consumers use and react to different media and channels in their shopping journeys.…”

Dual-channel warehouse and inventory management with stochastic demand

“…A firm with a decentralized warehouse policy establishes a dedicated e-fulfillment warehouse and has separate warehouses where each sales channel has separate inventory, operation, and commercial teams. In many situations, using a decentralized policy for all channels in dual-channel strategies results in inefficiency (Bendoly, 2004;Zhang et al, 2010;Hübner et al, 2015). Despite the current profits of these firms, they lack inter-channel coordination, which leads to long-term inefficiency and consumer confusion (Zhang et al, 2010).…”