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Une comparaison empirique du profil des acheteurs monocanal et multicanaux

Author

Listed:
  • Christophe Bezes

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

This research verifies the possibility to segment retailing channels based on the characteristics of purchasers, and identifies those that are most predictive of purchase on a particular channel. Carried out on 1,478 customers of a multichannel retailer, the study highlights the need to think about customer multichannel management, either in terms of customers, but purchasers. A major predictive criterion, rarely used, springs: the distance to points of sale. This research shows also that the shopping orientations of the same individual differ from one channel to another.

Suggested Citation

  • Christophe Bezes, 2012. "Une comparaison empirique du profil des acheteurs monocanal et multicanaux," Post-Print hal-00861107, HAL.
    • Handle: RePEc:hal:journl:hal-00861107
    DOI: 10.3917/mav.052.0119
    as

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