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Multichannel Strategy – The Dominant Approach In Modern Retailing

Author

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  • Dragan Stojković
  • Stipe Lovreta
  • Zoran Bogetić

Abstract

The purpose of this paper is to thoroughly analyse the concept of multichannel strategy, focussing on retail, to enable the academic community and marketers to better understand its advantages and disadvantages. This paper presents a comprehensive literature review and financial data analysis. The authors have analysed the financial data of 88 retail companies in the 2007 to 2014 period, and have proven that the importance of multichannel strategy has grown with the emergence of e-commerce. The main hypothesis is that the multichannel concept dominates modern marketing channels because it is widely accepted and provides superior financial performance. Multichannel retailing is definitely a winning concept, if adequately implemented. However, wrongly implemented it can negatively influence business performance.

Suggested Citation

  • Dragan Stojković & Stipe Lovreta & Zoran Bogetić, 2016. "Multichannel Strategy – The Dominant Approach In Modern Retailing," Economic Annals, Faculty of Economics and Business, University of Belgrade, vol. 61(209), pages 105-128, April - J.
    • Handle: RePEc:beo:journl:v:61:y:2016:i:209:p:105-128
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    References listed on IDEAS

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    1. Schröder, Hendrik & Zaharia, Silvia, 2008. "Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 15(6), pages 452-468.
    2. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    3. Brown, James R. & Dant, Rajiv P., 2008. "Scientific method and retailing research: A retrospective," Journal of Retailing, Elsevier, vol. 84(1), pages 1-13.
    4. Dholakia, Utpal M. & Kahn, Barbara E. & Reeves, Randy & Rindfleisch, Aric & Stewart, David & Taylor, Earl, 2010. "Consumer Behavior in a Multichannel, Multimedia Retailing Environment," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 86-95.
    5. Melis, Kristina & Campo, Katia & Breugelmans, Els & Lamey, Lien, 2015. "The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?," Journal of Retailing, Elsevier, vol. 91(2), pages 272-288.
    6. Pantano, Eleonora & Viassone, Milena, 2015. "Engaging consumers on new integrated multichannel retail settings: Challenges for retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 106-114.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    multichannel strategy; retailing; e-commerce; marketing channels;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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