Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing

被引：350

作者：

Beck, Norbert ^{[1
]}

Rygl, David ^{[1
]}

机构：

[1] Steinbeis Univ, Inst Management & Int, Berlin, Germany

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2015年 / 27卷

关键词：

Multiple channel retailing; Multi-Channel Retailing; Cross-Channel Retailing; Omni-Channel Retailing; Click and Collect; MULTICHANNEL CUSTOMER MANAGEMENT; INTERNET CHANNEL; CONSUMER; SATISFACTION; CHOICE; CLICKS; SALES; WILL;

D O I：

10.1016/j.jretconser.2015.08.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Business experts have enthusiastically projected a seamless, retail world where customers can shop across channels, anywhere and at any time This type of multiple channel retailing is often referred to as Omni-Channel Retailing. Within academia, by contrast, there have been proportionately fewer attempts to systematically categorize the diversity of multiple channel retailing that currently exists. Hence, the concepts Multi-, Cross-, and Omni-Channel are used indistinctly. This article proposes a categorization of Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing by means of a literature review, a taxonomy of multiple channel retailing, a literature classification table, and by way of illustration, a mobile Click and Collect shop. (C) 2015 Elsevier Ltd. All rights reserved,

引用

页码：170 / 178

页数：9

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