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Websites as Information Hubs: How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to the Physical Store

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  • Kristina Kleinlercher
  • Oliver Emrich
  • Dennis Herhausen
  • Peter C. Verhoef
  • Thomas Rudolph

Abstract

Multichannel retailers aim to steer customers to physical stores in order to increase cross-selling, benefit from higher margins, and offer multisensory experiences. The question of how retailers can steer customers to strategically important channels remains. We propose that retailers may induce customers to switch to physical stores by communicating information about channel integration on their websites and that this explicit communication is influenced by the implicit communication of shopping benefits of which customers and retailers may not be aware. Using a multilevel and multisource approach with field data on 1,479 customers and 104 firms, we find that informational online-to-physical channel integration on a retailer’s website influences customers’ online-to-physical store switching and that the density of concurrently communicated shopping benefits moderates this effect. Our results extend the literature on channel choice and provide implications for retailers regarding how to design websites as information hubs to steer customers to physical stores.

Suggested Citation

  • Kristina Kleinlercher & Oliver Emrich & Dennis Herhausen & Peter C. Verhoef & Thomas Rudolph, 2018. "Websites as Information Hubs: How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to the Physical Store," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(3), pages 330-342.
    • Handle: RePEc:ucp:jacres:doi:10.1086/698415
    DOI: 10.1086/698415
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    Cited by:

    1. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    2. Nuo Chen & Chong Ye & Jiaonan Wang, 2022. "Research on the Sustainability of Channel Strategy Selection on the Overall Efficiency of Listed Retail Enterprises: Evidence from China," Sustainability, MDPI, vol. 14(16), pages 1-25, August.
    3. Broekhuizen, T.L.J. & Emrich, O. & Gijsenberg, M.J. & Broekhuis, M. & Donkers, B. & Sloot, L.M., 2021. "Digital platform openness: Drivers, dimensions and outcomes," Journal of Business Research, Elsevier, vol. 122(C), pages 902-914.
    4. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
    5. Evanschitzky, Heiner & Bartikowski, Boris & Baines, Tim & Blut, Markus & Brock, Christian & Kleinlercher, Kristina & Naik, Parikshit & Petit, Olivia & Rudolph, Thomas & Spence, Charles & Velasco, Carl, 2020. "Digital Disruption in Retailing and Beyond," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 187-204.

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