Evaluating channel performance in multi-channel environments

The Hare and the Tortoise: Do Earlier Adopters of Online Channels Purchase More?

“…They already make more purchases through existing offline channels, so they are more knowledgeable about offline channels and less responsive to marketing efforts that encourage uses of the new online channel. Empirical evidence affirms that heavy shoppers exhibit greater loyalty to sales channels than light shoppers and are less likely to switch to different channels (Gensler, Dekimpe, and Skiera 2007). Thus, our study confirms that it remains difficult to move heavy shoppers from existing sales channels to a new channel, even after they adopt this new channel.…”

“…Heavy shoppers bought with higher frequency and volume through these offline channels, which might suggest they perceive offline shopping as more convenient than do other customers. Moreover, positive shopping experiences in a channel increase channel loyalty (Ansari, Mela, and Neslin 2008), especially if customers initiate their purchase process through offline channels (Dholakia, Zhao, and Dholakia 2005;Gensler, Dekimpe, and Skiera 2007). Thus, heavy shoppers might tend to keep shopping through their preferred, existing, offline channels and delay their adoption of a new online channel.…”

Sales Channel as a Strategic Choice - SME Managers Seeking Profitability

“…Enterprises can offer additional services between the different sales channels, so that consumers are given the opportunity to order online and then pick up the product in a store, which increases the consumers' options (Venkatesan et al, 2007). According to Gensler, Dekimpe and Skiera (2007), customers who generally spend more money and make more frequent purchases prefer to use multiple sales channels. In addition, customers using multiple sales channels spend on average 20-30 percent more money compared to customers who only use one sales channel (Myers, Van Metre & Pickersgill, 2004).…”

The Impact of the Introduction and Use of an Informational Website on Offline Customer Buying Behavior

“…However, we posit that the effect could be negative if the online information makes those customers (1) more efficient buyers, who make fewer shopping trips and fewer impulse purchases in the store and/or (2) more critical buyers, who use the information but buy from competitors or consider the information provided insufficient. Gensler, Dekimpe, and Skiera (2007) and Pauwels, Leeflang, Teerling, and Huizingh(2011) also demonstrate that the effects of an additional transactional channel depend on the product category; certain product categories are more suitable for online buying than others. Yet no empirical results at the individual level reveal whether customers increase or decrease their spending across product categories over time as a result of their use of an informational website.…”