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Title: A value-based approach to developing a multi-channel shopper typology
Authors: Oh, L.-B. 
Teo, H.-H. 
Keywords: Multi-channel retailing
Retail patronage behaviour
Shopper typology
Utilitarian value
Issue Date: 2006
Citation: Oh, L.-B.,Teo, H.-H. (2006). A value-based approach to developing a multi-channel shopper typology. Proceedings of the 14th European Conference on Information Systems, ECIS 2006. ScholarBank@NUS Repository.
Abstract: Consumers are increasingly expecting retailers to provide them with information, products and services through multiple retail channels ranging from physical stores, catalogue to Website. However, there is currently a lack of understanding in what multi-channel shopping attributes consumers really value. This poses a challenge to retailers who are attempting to integrate their retail channels. Drawing upon prior work in retail patronage behaviour and synthesizing research in traditional retailing and single-channel e-Commerce, this paper identified six dimensions that can be used to classify consumers into a shopper typology based on their utilitarian values. Based on the pilot study's preliminary results, we derived a typology comprising of three types of multi-channel shoppers that differed in terms of information and service expectations. The results offer useful insights to retailers when formulating multi-channel retail strategies. This exploratory study also laid the foundation for future research in the domain of multi-channel retailing.
Source Title: Proceedings of the 14th European Conference on Information Systems, ECIS 2006
Appears in Collections:Staff Publications

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