IDEAS home Printed from https://ideas.repec.org/a/igg/jabe00/v3y2014i4p17-39.html
   My bibliography  Save this article

Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation

Author

Listed:
  • Manuel Sánchez-Pérez

    (School of Economics and Business, University of Almeria, Almeria, Spain)

  • Antonia Estrella-Ramón

    (School of Economics and Business, University of Almeria, Almeria, Spain)

  • Cristina Segovia-López

    (School of Economics and Business, University of Almeria, Almeria, Spain)

  • María B. Marín-Carrillo

    (School of Economics and Business, University of Almeria, Almeria, Spain)

Abstract

This article aims to analyse and offer managerial guidance about the processes of planning, implementation and control of a multichannel strategy within the framework of Multichannel Customer Management Decision (MCMD). To achieve this objective, firstly we justify the growing adoption of a multichannel strategy by retailers and channels participants. Following MCMD framework, we analyse the consumer behaviours linked to this kind of strategy in order to deeply understand the factors which affect consumer choice decisions related to channels. Alternative channels to brick and mortar retail channel are described, such as online channel. This helps us to offer a guide to define the multichannel strategy. Additionally, we give some ideas about the implementation of this strategy. Finally, in order to get a feedback to this planning process, we suggest carrying out a control phase. The work ends with conclusions section and future research streams.

Suggested Citation

  • Manuel Sánchez-Pérez & Antonia Estrella-Ramón & Cristina Segovia-López & María B. Marín-Carrillo, 2014. "Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation," International Journal of Applied Behavioral Economics (IJABE), IGI Global, vol. 3(4), pages 17-39, October.
    • Handle: RePEc:igg:jabe00:v:3:y:2014:i:4:p:17-39
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijabe.2014100102
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jabe00:v:3:y:2014:i:4:p:17-39. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.