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Should retailers harmonize marketing variables across their distribution channels? An investigation of cross-channel effects in multi-channel retailing

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  • van Baal, Sebastian

Abstract

Retailers with more than one channel of distribution have to decide whether marketing variables such as conveyed image, price, and assortment should be harmonized across channels. This article presents an integrative model and survey results that shed light on this question; its focus is on stores, online shops, and catalogs. The results show that harmonization of marketing variables has advantages and disadvantages: on the one hand, it correlates positively with overall customer loyalty and cross-channel customer retention, i.e., one channel causes more sales in other channels. On the other hand, it also correlates positively with cannibalization within the distribution system. This suggests that general recommendations strictly favoring or disfavoring harmonization do not account sufficiently for the complexity of the problem and retailer heterogeneity.

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  • van Baal, Sebastian, 2014. "Should retailers harmonize marketing variables across their distribution channels? An investigation of cross-channel effects in multi-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1038-1046.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:1038-1046
    DOI: 10.1016/j.jretconser.2014.04.012
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    3. JoAnne Labrecque & Maurice Doyon & Raymond Dupuis & Genevieve Dufour, 2019. "Compétitivité du secteur agroalimentaire à l’heure du commerce électronique," CIRANO Project Reports 2019rp-16, CIRANO.
    4. Shakir Goraya, M. Awais & Zhu, Jing & Akram, Muhammad Shakaib & Shareef, Mahmud Akhter & Malik, Aneela & Bhatti, Zeeshan Ahmed, 2022. "The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
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    7. von Briel, Frederik, 2018. "The future of omnichannel retail: A four-stage Delphi study," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 217-229.
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    9. Cao, Lanlan & Li, Li, 2018. "Determinants of Retailers' Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 1-16.
    10. Tagashira, Takumi & Minami, Chieko, 2019. "The Effect of Cross-Channel Integration on Cost Efficiency," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 68-83.
    11. Tagashira, Takumi, 2022. "Information effects of warehouse automation on sales in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
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