Multichannel Commerce: A Consumer Perspective on the by Manuel Trenz

By Manuel Trenz

This booklet takes an in-depth examine customer habit within the context of multichannel trade and explores how the convergence of actual and digital channels impacts purchaser decision-making in a multichannel setting. during this regard, it is going a ways past explaining offerings among on-line and offline revenues channels, in its place offering insights into how the interaction among diversified channel kinds is valued by way of assorted customer forms and for various items. The ebook extends prior conceptualizations of multichannel trade to mirror and comprise contemporary technological advances. the consequences supply worthwhile instructions on how, why and while multichannel integration prone should be exploited via classical outlets, supporting them to compete with their in simple terms on-line opponents at the internet.

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Additional resources for Multichannel Commerce: A Consumer Perspective on the Integration of Physical and Electronic Channels

Example text

Accordingly, the experience of one channel is integrated with the features of another channel. 1 and described in detail in the subsequent paragraphs. As mentioned before, the type of integration with the highest active customer involvement, multichannel integration services, is of primary interest for this study. 4 Multichannel Integration 23 While a certain level of coordination is necessary to realize information and service integration, these coordination efforts are hidden from the consumer.

Thereby, sellers are unable to react on small changes in demand and supply. In contrast, online prices can be changed at very low marginal costs. They can even be triggered automatically based on certain threshold values in stock, demand, the competitive situation or based on customer characteristics. In fact, prices are changed more often on the internet (Bailey 1998) and the mean price changes are smaller (Brynjolfsson and Smith 2000). These frequent adjustments have consequences for buyers and for competition.

As mentioned before, the type of integration with the highest active customer involvement, multichannel integration services, is of primary interest for this study. 4 Multichannel Integration 23 While a certain level of coordination is necessary to realize information and service integration, these coordination efforts are hidden from the consumer. Major issues in this area relate to inventory systems, warehousing, marketing and pricing. Keeping track of the inventory is a major challenge even for single channel retailers, where inventory inaccuracy is a ubiquitous phenomenon (DeHoratius and Raman 2008).

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