What Do My Channels Provide to My Customers? Omni-Channel Customers versus Mono-channel Customers and the Impact of Distribution Services

21 Pages Posted: 8 Jan 2018 Last revised: 27 Mar 2019

See all articles by Monica Cortinas

Monica Cortinas

Universidad Pública de Navarra

Raquel Chocarro

University of Navarra

Margarita Elorz

University of Navarra

Date Written: March 23, 2019

Abstract

In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has come to be known as omnichannel behaviour. Greater understanding of this phenomenon could aid retailers in managing consumer contact points more efficiently. Using distribution services and channel policies, among other key variables, this paper aims to arrive at a conceptual definition of omnichannel behaviour that will enable firms to implement more effective customer segmentation. Methodologically, it is an empirical study based on an online survey of the customers of a global fast fashion chain. The key channel characteristics in this segmentation are found to be the assurance of product delivery and privacy policy. The majority of users of both the offline and online channels are women, younger, more innovative in channel usage and do most of their shopping online.

Keywords: Omnichannel, Multi Channel, Segmentation, Distribution Services, Channel Policies, Online Distribution

JEL Classification: M

Suggested Citation

Cortinas, Monica and Chocarro, Raquel and Elorz, Margarita, What Do My Channels Provide to My Customers? Omni-Channel Customers versus Mono-channel Customers and the Impact of Distribution Services (March 23, 2019). Available at SSRN: https://ssrn.com/abstract=3096461 or http://dx.doi.org/10.2139/ssrn.3096461

Monica Cortinas (Contact Author)

Universidad Pública de Navarra ( email )

Campus Arrosadía
Pamplona, Navarra 31006
Spain

Raquel Chocarro

University of Navarra ( email )

Campus de Arrosadía
Pamplona, Navarra 31006
Spain
+34948166077 (Phone)
+34948169404 (Fax)

Margarita Elorz

University of Navarra ( email )

Campus de Arrosadía
Pamplona, Navarra 31006
Spain

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