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Categorization of multiple channel retailing in Multi-, Cross-, and Omni†Channel Retailing for retailers and retailing

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  • Beck, Norbert
  • Rygl, David

Abstract

Business experts have enthusiastically projected a seamless, retail world where customers can shop across channels, anywhere and at any time. This type of multiple channel retailing is often referred to as Omni-Channel Retailing. Within academia, by contrast, there have been proportionately fewer attempts to systematically categorize the diversity of multiple channel retailing that currently exists. Hence, the concepts Multi-, Cross-, and Omni-Channel are used indistinctly. This article proposes a categorization of Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing by means of a literature review, a taxonomy of multiple channel retailing, a literature classification table, and by way of illustration, a mobile Click and Collect shop.

Suggested Citation

  • Beck, Norbert & Rygl, David, 2015. "Categorization of multiple channel retailing in Multi-, Cross-, and Omni†Channel Retailing for retailers and retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 170-178.
    • Handle: RePEc:eee:joreco:v:27:y:2015:i:c:p:170-178
    DOI: 10.1016/j.jretconser.2015.08.001
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    References listed on IDEAS

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