MULTI-CHANNEL RETAILING AS A SOURCE OF COMPETITIVE ADVANTAGE: A CONSUMER PERSPECTIVE

Multichannel integration in retailing is the ability of retailers to combine physical infrastructures (stores) and virtual channels (catalogues, internet and mobile shopping) in order to sell and distribute products and the related post-sales services. The objective of this paper is to investigate how shoppers perceive three different multichannel integration models in retailing, namely independent, database and full-integrated. A qualitative study with a sample of Italian shoppers has been conducted in consumer electronics and grocery retailing. The results reveal that when consumers choose among different multichannel retailers, the retailer’s brand reputation, the experience with other shopping channels of the same retailer and the web site design are the most cited factors influencing their purchasing decision. Even though, findings disclose that respondents do not perceive multichannel integration as a driver of their shopping choice, the qualitative results indicate the existence of respondents’ attitude towards the multichannel integration.