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2.2 Multi Channel Strategy and Multi-Channel Consumer
A
multi-channel strategy
is
widely
used
in
today’s
business
because
it
provides
a
variety
and
choice
of
channels to
customers.
The
number
of
channel available is
increasing due
the
fast
development
in
interactive communication channel (Verhoef
&
Donkers,
2005).
The
internet
become
a
major
part
of
a
multi
channel
strategy.
Internet
is
increasingly plays
an
important role
as
an
information
source
prior
to
purchase.
Moreover,
internet
retailing
is
a
booming
and
increasingly competitive
business.
This
increased use of
a
multi-channel approach relates to
shifts
in
consumer
shopping
patterns
and
more
consumers
become
multi-channel consumers.
Multi-
channel
consumers
are
those
who
shop
from
three
or
more
channels,
in
example
brick-and-mortar
stores,
catalogs,
and
the
internet
(Pookulangara,
Hawley,
&
Xiao,
2011).
Multi-channel shoppers
often
browse/search
in
one
channel
and
use
that
information
to
make
purchase
in
another
channel.
The
channel-switching behavior
engaged
in
by
multi-channel
shoppers
who
browsed
in
one
channel but
purchased on
another.
Thus, consumers
are
utilizing
multiple channel
is complementary way
because
there
is
no
retailing
format
is
optimal on
all
dimensions
(Hawkins,
Mothersbaugh, & Best, 2007).
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