Multichannel Commerce

Trenz, Manuel

doi:10.1007/978-3-319-16115-0

Cited by 14 publications

(6 citation statements)

References 236 publications

(523 reference statements)

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“…Dentro de las características del consumidor se incluyen las variables demográficas -edad, nivel educativo, nivel de ingresos, entre otros- (Konuş et al, 2008;Schoenbachler & Gordon, 2002) y geográficas, ya que la elección del canal puede estar condicionada por la proximidad geográfica con la tienda física (Trenz, 2015). La experiencia previa en el uso de los distintos canales también se considera como una variable relevante a la hora de explicar el comportamiento del consumidor en el entorno multicanal (Gensler et al, 2012;Valentini, Montaguti, & Neslin, 2011).…”

Section: Del Consumidorunclassified

“…En segundo lugar, las propias características o atributos del canal influyen en la selección realizada por los consumidores. Algunas de las principales variables estudiadas dentro de esta categoría son: calidad, o capacidad que tiene el canal para satisfacer las necesidades del consumidor (Bendoly, Blocher, Bretthauer, Krishnan, & Venkataramanan, 2005;Neslin et al, 2006;Trenz, 2015;Verhoef et al, 2007); conveniencia, o facilidad con que los consumidores pueden recopilar información, tiempo de realización del proceso de compra, obtención inmediata del producto comprado, etc. (Gensler et al, 2012;Trenz, 2015;Verhoef et al, 2007); riesgo, o grado de incertidumbre sobre el resultado obtenido (Bendoly et al, 2005;Black et al, 2002;Gensler et al, 2012;Neslin et al, 2006;Trenz, 2015); o disfrute, aspecto de relevancia en canales a distancia y especialmente en las etapas de búsqueda de información (Trenz, 2015;Verhoef et al, 2007).…”

Section: Del Consumidorunclassified

“…Otra variable de este grupo es el precio del producto, existiendo diferentes interpretaciones en cuanto a su clasificación. Si bien se puede considerar como una variable relacionada con los atributos del canal o del producto (Black et al, 2002;Neslin et al, 2006), desde una perspectiva multicanal el precio se suele encuadrar como parte de las decisiones organizacionales (Bendoly et al, 2005;Trenz, 2015), dado que las empresas pueden incentivar la utilización de un canal u otro mediante la discriminación de precios entre los canales ofertados. Adicionalmente, en entornos de integración de canales se incluyen los servicios postventa como variable de interés -por ejemplo, la posibilidad de recoger el producto en tienda física independientemente del canal utilizado para la compra o poder establecer una comunicación entre cliente y empresa por distintos canales-, dado que el modo en que las empresas implementan estos servicios influyen en la decisión de uso de canal en los consumidores (Chiang, Zhang, & Zhou, 2006;Trenz, 2015;Verhoef et al, 2007).…”

Section: Del Consumidorunclassified

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Análisis de las variables de influencia en la preferencia de uso de canal por parte de los consumidores españoles en entornos de múltiples canales

Natale¹

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The emergence of Internet has changed consumer shopping behaviors and purchasing habits, shaking up the landscape of retailing worldwide. Consumers are now combining the different available channels so that they use the channels that better suit their needs at any given time in order to enhance their shopping behaviors. Chapter three presents the literature review of the variables influencing consumer behavior in multi-channel retailing, from a value-based approach. A big difference with existing research is the holistic characterization of perceived value, including both costs and benefits, as well as utilitarian and hedonic views. The final proposal consists of five different categories, adapted to multi-channel contexts: perceived quality, monetary costs, non-monetary costs, hedonic aspects of shopping and brand knowledge. As a result of the literature review the study sets the different groups of variables included in the predictive model. This chapter also presents the concept of spillover effect, which is characteristic of multi-channel retailing and complements the valuebased view to better explain shoppers' channel preferences. Chapter four provides an overview of the product under study in this research: clothing and apparel. From a characterization of the product that includes objective and subjective attributes, the investigation examines the different characteristics of this product that make it especially relevant in the study of channel preferences. Based on the research model presented in chapters two thorough four, Chapter 5 details the research design. The research is defined as an exploratory empirical study conducted in a nonexperimental setting. This chapter details the operationalization of the different variables of the model. The research uses quantitative data collected through an online questionnaire answered by a representative sample of Spanish consumers, which is presented in detail. Chapter six describes the data analysis. The data analysis comprises two main blocks: a comparison of results between offline and online shoppers, and the application of statistical analysis to contrast the research hypotheses and validate the predictive model proposed in this study. The final chapter, Chapter 8, summarizes the main conclusions deriving from the data analysis. The chapter offers an objective assessment of the degree of achievement of the research objectives, and discusses the main theoretical, methodological and practical contributions and implications of the doctoral research. The chapter also offers an in-depth examination of specific conclusions of the research for each variable included in the model. Finally, the document addresses the main limitations of the study and outlines future avenues of research in multichannel retailing.

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Section: Del Consumidorunclassified

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Análisis de las variables de influencia en la preferencia de uso de canal por parte de los consumidores españoles en entornos de múltiples canales

Natale¹

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“…When multiple channels were first offered, retailers operated those channels separately . However, some multi-channel retailers faced potential channel conflicts, such as the cannibalization of sales between channels (Trenz, 2015). To overcome such negative 'dissynergies', some multi-channel retailers moved beyond multi-channel strategies and started integrating isolated channels into a single seamless channel known as Omni ("all", "everything", or "universal").…”

Section: Introductionmentioning

confidence: 99%

“…These options include order online and pick-up in-store or receive at home, as well as in-store return, order in-store, and receive at home. It was expected that the apparel sector would be the slowest sector to adopt e-commerce given that consumers have traditionally considered clothes to be "experience products" (Trenz, 2015) and the difficulty of translating in-store experience into the online environment (Blázquez, 2014). Despite these challenges, apparel has been becoming the fastest-growing segment in e-commerce after food and drink and first in terms of the online market size (Raes, 2019).…”

Section: Introductionmentioning

confidence: 99%

Understanding consumers’ selection of last mile logistics channel in omnichannel fashion

Zarei¹

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Internet began to emerge in the very late 1980s. Since then, Internet has had an extraordinary pace over the growth and spread all over the world. Due to this fact, retailers were interested to present their products through an online platform as an alternative to traditional stores. This movement brought remarkable growth in the market around the world, especially in B2C (Business-to-Consumer) companies, where sales increased more than 14.1% compared to previous years (eMarketer, 2019) .This was particularly significant in the Spanish market case. The Global Retail E-Commerce Index highlights that Spain, among all small countries in terms of population, has had impressive progress in e-commerce, especially in the fashion sector (Ben-Shabat et al., 2015). In fact, the fashion sector has become the fastest-growing segment in e-commerce after categories of food and beverages, with the global market size of approximately 484 billion dollars and it is expected to reach around 765 billion dollars by the year 2022 (Raes, 2019).Within this development, retailing platforms have evolved dramatically and two contrary movements have arisen from retailers. On the one hand, physical retailers have felt the pressure to include the online channel in their retailing strategy, offering their consumers a broader selection of shopping options (Cammiss, 2015). On the other hand, pure online retailers have decided to do the opposite: opening physical stores or cooperating with other retailers to include physical channels to the offer to let consumers be able to touch and feel the products before the purchase (Mehra et al., 2013).During the early years of offering multiple channels, retailers operated those channels separately (Bell et al., 2014). However, some multichannel retailers faced potential channel conflicts such as cannibalization sales between channels (Kollmann et al., 2012). By time passing, in order to overcome these negative "dis-synergies", a new retailing strategy comes, which is known as the 'Omnichannel approach' (Combs, 2015). This is an evolution of the multi-channel retailing and provides a continuous background of the consumer's experience and sensations through all available purchase channels, rather than just one (Verhoef et al., 2015).Under these rapidly changes, retailers have provided countless last-mile logistics options to deliver or return the product -i.e., regardless of buying online or offline (e.g., at home, stores, lockers, dedicated vans, or in a convenient pick-up point). Results in, almost all retailers (80%), who have provided multiple retailing channels, offer more than one delivery option (Capper, 2014) and return option (Graham Charlton, 2014). However, as consequence, that logistics that were simple (i.e., physical stores were the end-point of transactions), has become dramatically complicated (e.g., products can be returned or picked up at home, stores, lockers, dedicated vans, or in a convenient pick-up point).XIV | P a g e explorar la estrategia, como un fenómeno de comportamiento que va...

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