Photo by rawpixel on Unsplash

Omnichannel behavior

Photo by rawpixel on Unsplash

Omnichannel behavior

The so-called omnichannel phenomenon has had an exponential growth in the last decade. In this project we explore how we can characterize it and what implications it has for retailing strategy.

Avatar
Mónica Cortiñas
Professor of Marketing

Publications

Consumers are increasingly combining distribution channels, both between purchases and when completing the same purchase in the …

In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has …

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 are a novel service institution arising out of the Internet’s ability to allow an exclusively online channel …

A fundamental distinction between goods and services is that in the retailing of goods and some services the costs of production and …

The purpose of this study is to identify customer-specific differences in a general model of e-loyalty taking into account the …

Since the advent and rapid diffusion of the Internet, the subject of consumer channel choice has attracted a large amount of research, …

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

In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has …

Seminario en el marco del Máster Universitario en Dirección de Marketing

Seminario en el marco del International Seminar: The Retail Challenge from Multichannel to Omnichannel Strategy