El denominado fenómeno omnicanal ha tenido un crecimiento exponencial en la última década. En este proyecto exploramos cómo podemos caracterizarlo y qué implicaciones tiene para la estrategia en retailing.
Photo by rawpixel on Unsplash
Omnichannel behavior
Photo by rawpixel on Unsplash
Omnichannel behavior
Publications
Omni-channel users and omni-channel customers: a segmentation analysis using distribution services
Purpose. Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete …
What Do My Channels Provide to My Customers? Omni-Channel Customers versus Mono-channel Customers and the Impact of Distribution Services
Consumers are increasingly combining distribution channels, both between purchases and when completing the same purchase in the …
Omnichannel Behaviour: Definitions and Covariables
In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has …
Different channels for different services: information sources for services with search, experience and credence attributes
A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access …
Private Sales Clubs: A 21st Century Distribution Channel
Private sales clubs are a novel service institution arising out of the Internet’s ability to allow an exclusively online channel …
Channel Choice in the 21st Century: The Hidden Role of Distribution Services
A fundamental distinction between goods and services is that in the retailing of goods and some services the costs of production and …
Customer heterogenity in the development of e-loyalty
The purpose of this study is to identify customer-specific differences in a general model of e-loyalty taking into account the …
Situational variables in online versus offline channel choice
Since the advent and rapid diffusion of the Internet, the subject of consumer channel choice has attracted a large amount of research, …
Understanding multi-channel banking customers
This paper contributes to the knowledge of the impact of the multi-channel strategy by analyzing its effects on one key aspect of the …
Talks
Omnichannel Behaviour: Definitions and Covariables
In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has …
Omnichannel Behaviour: Definitions and Covariables
Seminario en el marco del Máster Universitario en Dirección de Marketing
Omnichannel Behaviour: Definitions and Covariables
Seminario en el marco del International Seminar: The Retail Challenge from Multichannel to Omnichannel Strategy
