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Critical View of Multiple Channels Retailing

Critical View of Multiple Channels Retailing

Richard Ladwein, Thouraya Ben Achma, Mohamed Slim Ben Mimoun
Copyright: © 2021 |Pages: 12
ISBN13: 9781799871927|ISBN10: 1799871924|EISBN13: 9781799871941
DOI: 10.4018/978-1-7998-7192-7.ch017
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MLA

Ladwein, Richard, et al. "Critical View of Multiple Channels Retailing." Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing, edited by Hatem El-Gohary, et al., IGI Global, 2021, pp. 302-313. https://doi.org/10.4018/978-1-7998-7192-7.ch017

APA

Ladwein, R., Ben Achma, T., & Ben Mimoun, M. S. (2021). Critical View of Multiple Channels Retailing. In H. El-Gohary, D. Edwards, & M. Ben Mimoun (Eds.), Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing (pp. 302-313). IGI Global. https://doi.org/10.4018/978-1-7998-7192-7.ch017

Chicago

Ladwein, Richard, Thouraya Ben Achma, and Mohamed Slim Ben Mimoun. "Critical View of Multiple Channels Retailing." In Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing, edited by Hatem El-Gohary, David Edwards, and Mohamed Slim Ben Mimoun, 302-313. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-7192-7.ch017

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Abstract

The aim of this chapter is to better understand the gap that exists between the literature dealing with multiple channels shopping behavior and the actual shoppers' behavior. Adopting a critical analysis of a large literature of research articles dealing with consumer behavior and retailing in a multiple channel context, covering the period from 2002 to 2020, this chapter identifies an important gap in the literature: generally the authors define the different situations of multiple channels retailing (e.g., multichannel, crosschannel, and omni-channel) from the company point of view, and the main distribution channels presented in the literature review do not reproduce the richness of variety of channels available to the shoppers. Implications for future research related to multiple channel retailing and shopping behavior are discussed.

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