An empirical comparison of the profile of single-channel and multichannel buyers

What is it about?

This research verifies the possibility to segment retailing channels based on the characteristics of purchasers, and identifies those that are most predictive of purchase on a particular channel. Carried out on 1,478 customers of a multichannel retailer, the study highlights the need to think about customer multichannel management, either in terms of customers, but purchasers.

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Why is it important?

A major predictive criterion, rarely used, springs: the distance to points of sale. This research shows also that the shopping orientations of the same individual differ from one channel to another.