The value propositions of multi-, cross-, and omni-channel retailing

Purpose: This study examines how retailers leverage multiple-channel strategies in relation to their customer value propositions (CVPs). More specifically, the purpose of this paper is to identify and analyze how multi-, cross- and omni-channel CVPs differ in terms of how they create value and which types of shopping motivations they aim to satisfy. Design/methodology/approach: This conceptual paper presents and synthesizes three theoretical discussions pertaining to consumer shopping motivations, CVPs and multiple-channel retailing strategies into a tentative conceptual framework. Nine case examples are used to illustrate three different channel strategies: multi-channel, cross-channel and omni-channel retailing. Findings: A tentative framework for understanding retailers’ channel strategies is suggested. Practical implications: Retailers will benefit from a structured and synthesized understanding of the differences between multiple-channel strategies and their links to CVPs. Originality/value: This paper introduces and integrates the concept of CVPs with the literature on multi-channel retailing strategies.