Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration

Clothing Retail Channel Use and Digital Behavior: Generation and Gender Differences

“…Hence, channel integration has been acknowledged as a promising strategy for retailers. Herhausen, Binder, Schögel and Herrmann (2015) find that online-offline channel integration associated with consumers' shopping behavior, including product search, intention to buy, and willingness-to-pay differed by product category. In the product category of flip flops, willingness-to-pay increased 28% when online and offline channels were integrated, while it increased 35% for sunglasses.…”

“…Results from this study suggest the channel integration yields a larger increase (22%) in willingness-to-pay in the online channel than in the offline channel (7%). Yet, Herhausen et al (2015) argue that strategies for successful channel integration in creating positive customer reactions toward different channels remain unclear. Goldsmith and Flynn (2005) provide insights specific to clothing buying retail channel use.…”

Theorizing E-Commerce Business Models: On the Impact of Partially and Fully Supported Transaction Phases on Customer Satisfaction and Loyalty

“…Considering this rich body of work, it comes as a surprise that e-commerce business models are described as the most discussed yet least understood concepts in the ecommerce field (Veit et al 2014 The value provided by an e-commerce business model is decisive for customers' choice of the e-commerce channel (Lim 2014) and, as a further consequence, also for the reuse intention (Adapa & Cooksey 2013;Wang et al 2016). Nowadays e-commerce business models are often based on multiple channels, also referred to as bricks and clicks business models (Herhausen et al 2015). Several studies consider channels a part of a business model's value network that describes how companies conduct transactions through coordination and collaboration with other parties (Al-Debei & Avison 2010).…”

Analysis and Strategy Study on the Conflict of Omni-channel Retailing in Mobile Internet Era

“…A physical store retailers, which distance closer to customers, and for the reason the customer does not need to wait for receiving the product, the customers' requirements can be met immediately (Agatz et al, 2008) [2]. In the store, the retailers also have the opportunity to enhance the quality of the service through a personalized and "rich, multisensory brand experience" via their sales staff and the physical presence of products that allow the customer to try, touch and feel before making a purchase (Herhausen et al, 2015;Rigby, 2011;Webb, 2002) [3] [4] [5]. In the physical store, customers can return products easily and conveniently when they are not satisfied, and the shop assistances can help the customers in the decision-making process or with any potential setups or repairs (Rigby, 2011).…”