Crafting Integrated Multichannel Retailing Strategies

被引：322

作者：

Zhang, Jie ^{[1
]}

Farris, Paul W. ^{[2
]}

Irvin, John W. ^{[3
]}

Kushwaha, Tarun ^{[4
]}

Steenburgh, Thomas J. ^{[5
]}

Weitz, Barton A. ^{[6
]}

机构：

[1] Univ Maryland, Robert H Smith Sch Business, College Pk, MD 20742 USA

[2] Univ Virginia, Darden Grad Sch Business Adm, Charlottesville, VA 22906 USA

[3] JC Penney Co Inc, Plano, TX 75024 USA

[4] Univ N Carolina, Kenan Flagler Business Sch, Chapel Hill, NC 27599 USA

[5] Harvard Univ, Sch Business, Soldiers Field, Boston, MA 02163 USA

[6] Univ Florida, Warrington Coll Business Adm, Gainesville, FL 32611 USA

来源：

JOURNAL OF INTERACTIVE MARKETING | 2010年 / 24卷 / 02期

关键词：

Retail strategy; Cross-channel synergy; Retail mix decision; Channel format; Consumer behavior; Internet retailing; PRICE DISPERSION; CUSTOMER MANAGEMENT; INTERNET CHANNEL; ONLINE; IMPACT; OPPORTUNITIES; ACQUISITION; DIRECTIONS; CHALLENGES; KNOWLEDGE;

D O I：

10.1016/j.intmar.2010.02.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today's retail landscape. While there are many benefits of operating multiple channels, these retailers also face many challenges. In this article, we discuss the key issues concerning multichannel retailing, including the motivations and constraints of going multichannel, the challenges of crafting multichannel retailing strategies and opportunities for creating synergies across channels, key retail mix decisions facing multichannel retailers, and the dynamics of multichannel retailing. We synthesize current knowledge drawn from the academic literature and industry practice, and discuss potential directions for future research. (C) 2010 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

引用

页码：168 / 180

页数：13

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