Multiple-channel and cross-channel shopping behavior Role of consumer shopping orientations

Purpose - The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, cross-channel shopping behavior, and shopping outcomes. Design/methodology/approach - Using multiple sources of data including surveys of store, web, and cross-channel shoppers and their transaction information, the impact of consumer shopping orientations on comparison-shopping, likelihood of cross-channel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings - Results suggest that high-thrift customers patronizing a cross-channel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for cross-channel compared to multi-channel retailers irrespective of the transaction channel used by consumers. Research limitations/implications - The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors. Practical implications - These results suggest that brick-and-click retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels. Originality/value - This paper examines managerial implications of multiple independent channel vs cross-channel strategies by retailers using data from customers of a commercial retailer.