A value-based approach to developing a multi-channel shopper typology

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.