Multiple‐channel and cross‐channel shopping behavior: role of consumer shopping orientations

Purpose – The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, cross‐channel shopping behavior, and shopping outcomes. Design/methodology/approach – Using multiple sources of data including surveys of store, web, and cross‐channel shoppers and their transaction information, the impact of consumer shopping orientations on comparison‐shopping, likelihood of cross‐channel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings – Results suggest that high‐thrift customers patronizing a cross‐channel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for cross‐channel compared to multi‐channel retailers irrespective of the transaction channel used by consumers. Research limitations/implications – The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors. Practical implications – These results suggest that brick‐and‐click retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels. Originality/value – This paper examines managerial implications of multiple independent channel vs cross‐channel strategies by retailers using data from customers of a commercial retailer.