Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation

Abstract

This article aims to analyze 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 channel participants. Following MCMD framework, we analyze 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 channels are described, such as online channels. 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 feedback on this planning process, we suggest carrying out a control phase. The work ends with a conclusions section and future research streams.