Crafting Integrated Multichannel Retailing Strategies
University of Maryland - Robert H. Smith School of Business
University of Virginia - Darden School of Business
University of North Carolina Kenan-Flagler Business School
Thomas J. Steenburgh
University of Virginia - Darden Graduate School of Business
Barton A. Weitz
University of Florida - Warrington College of Business Administration
April 15, 2009
Harvard Business School Marketing Unit Working Paper No. 09-125
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.
Number of Pages in PDF File: 37
Keywords: multichannel marketingworking papers series
Date posted: January 8, 2010 ; Last revised: September 19, 2012
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