Abstract
Section snippets
Multichannel strategies. The need to understand multichannel strategies is not new. Prior research has called for examinations of how pure play or Internet retailers define different strategies and manage multiple channels (Neslin et al., 2006). What is new is the evolution in the number of channels that must be considered.
In their article, “Consumer Willingness to Pay across Retail Channels,” Chatterjee and Kumar highlight some differences between omni-channel retailers and pure play online retailers. Their results...
Strategies affecting retailer performance. Retailing research has long realized the importance of merchandise pricing (e.g., Grewal et al., 2010, Grewal et al., 2011, Grewal et al., 2012; Roggeveen et al., 2014), prompting examinations of various elements of pricing, such as reference prices, how price offers are communicated, locations of prices, and the presence of low price guarantees. A newer and exciting method that retailers can use to communicate price is through social coupons on sites such as Groupon. For a social coupon, some...
Conclusion. This special issue focuses on two important issues for retailers in today’s interconnected marketplace – understanding the impact of multichannel opportunities for retailers and how the different strategies they adopt affect customers and their behavior, and thus firm performance. Three papers in this special issue focus on multichannel issues. It is interesting and important to note that all three of those papers discussed the moderating impact of the type of good on the outcome; for example,...