Success factors in multi-channel retailing
Project
ProjectCreating the right multi-channel strategy is one of the most important challenges for retailers today. More and more 'traditional' retailers develop a web shop as an addition to their physical store space to profit from the growing trend in online sales.
To help retailers with the challenges brought on by the combination of a web shop and a physical ('brick-and-mortar') space, PriceWaterhouseCoopers (PwC) the professorship e-business at CAREM conducted exploratory research. The goal of the research was to inventory how retailers might optimise their multi-channel strategy. The project aimed specifically at describing the strategic and operational challenges multi-channel retailers must confront and the options they have to anticipate. Results were based on interviews as well as an online survey among multi-channel retailers in the Netherlands.
Publications
- Speel in op kanaalvoorkeuren consument: veranderend zoek- en koopgedrag van de consument drijft multichannel retail (in Dutch)
- Kruisbestuiving voorwaarde voor succesvolle multichannel strategie (in Dutch)
Contact professor Jesse Weltevreden.