Multiplechannel and crosschannel shopping behaviorrole of consumer shopping orientations
Purpose The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, crosschannel shopping behavior, and shopping outcomes. Design/methodology/approach Using multiple sources of data including surveys of store, web, and crosschannel shoppers and their transaction information, the impact of consumer shopping orientations on comparisonshopping, likelihood of crosschannel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings Results suggest that highthrift customers patronizing a crosschannel 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 crosschannel compared to multichannel 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 brickandclick 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 crosschannel strategies by retailers using data from customers of a commercial retailer.