Gerhard Wagner

Cross-channel integration – is it valued by customers?

It has been common for retail companies to use multiple channels simultaneously. However, simultaneous use is only the first step in creating a customer-centric multichannel system that demands channel synergies rather than parallel retail formats. Therefore, the perceived integration of customer-related functions and processes between the channels of multichannel systems is analyzed with respect to its significance for customer loyalty and usage of a multichannel system. Drawing on a sample (n) of 981 customers, the results indicate that linkages between retail channels positively affect customer loyalty and verify the importance of establishing a well-integrated – ‘seamless’ as perceived by the customer – multichannel system.

Effects of cross-channel synergies and complementarity in a multichannel e-commerce system – an investigation of the interrelation of e-commerce, m-commerce and IETV-commerce

With the increasing availability of Internet-enabled devices (such as smartphones and tablet PCs), online shopping behavior changes and shifts to a multidevice usage. This implies that retailers have to operate and manage diverse online channel formats. Next to the individual capabilities of an individual online channel, we expect that interactions across the electronic retail channels (e-channels) are of relevance to create a holistic online shopping experience. Hence, this research merges knowledge from multichannel retailing and e-commerce to investigate the role of synergy and complementarity among e-channels and their effects on online shopping behavior. On the basis of theoretical assumptions, we develop a conceptual framework for a multichannel e-commerce environment and empirically test it with a data set of N = 904 consumers. We discuss our findings, which underline the relevance to create cross-channel synergy and complementarity among e-channels and derive implications for the management of multichannel e-commerce systems.

Broadening the Perspective on E-Commerce: A Comparative Analysis of Mobile Shopping and Traditional Online Shopping

of Marketing, Department of Business Administration, University of Siegen, Hoelderlinstraße 3, 57068 Siegen, Germany, Phone: +49(0)27 17 40-42 81, Fax: +49(0)27 17 40-27 24, E-mail: schramm-klein@ marketing.uni-siegen.de Gerhard Wagner, Chair of Marketing, Department of Business Administration, University of Siegen, Hoelderlinstraße 3, 57068 Siegen, Germany, Phone: +49(0)27 17 40-27 39, Fax: +49(0)27 17 40-27 24, E-mail: wagner@marketing. uni-siegen.de Broadening the Perspective on E-Commerce: A Comparative Analysis of Mobile Shopping and Traditional Online Shopping

Disruption im Mehrkanalhandel: Transformation von Multi- über Cross- zu Omni-Channel-Retailing

Mehrkanalsysteme des Handels sind in aller Munde, doch allein ein Mehrkanalsystem aufzubauen reicht nicht, um Erfolg zu garantieren. Es existiert hingegen eine Vielzahl von Strategiealternativen, die vom Multiple- uber Multi-, Cross- zum Omni-Channel- Retailing reicht. Jede dieser Alternativen hat vor dem Hintergrund der angestrebten Handlerziele ihre Existenzberechtigung und Erfolgschancen. In diesem Beitrag werden die Alternativen mit ihrem jeweiligen Strategiefokus vorgestellt und Optionen der Gestaltung der Customer Journey im Mehrkanalumfeld diskutiert.

Customer segmentation in retailing based on retail brand patronage patterns

In this study, we propose an alternative method for customer segmentation based on households’ retail brand portfolios. We suggest blockmodeling, a method that is rooted in social network analysis, to identify homogeneous groups of customers being characterized by similar patronage patterns. In a second step, we combine this method with psychometric analyses to examine group differences based on sociodemographic and purchasing behavior variables. To illustrate our approach, we use a sample of 500 households out of a panel data set of 36,502 German households in the fast-moving consumer goods sector. The findings of our analyses yield support for our assumption that our methodology, taking into account the relationship between households and the different retail brands they patronize, provides a broader understanding of the antecedents of households’ multiple store patronage strategies, leading eventually to a new form of customer segmentation.

Akzeptanz von In-Store Mobile Payment – Ergebnisse einer Kundensegmentierung im stationären Einzelhandel

Marktdaten belegen, dass die Akzeptanz von In-Store M-Payment, trotz technologischer Fortschritte und vermehrter Bezahlmoglichkeiten, gering ausfallt. Daher ist von Interesse, inwieweit die Akzeptanz von In-Store M-Payment von der Bereitschaft Technologien zu nutzen abhangt. Insbesondere stellt sich die Frage, ob gewisse Kundensegmente eher dazu neigen In-Store M-Payment als alternative Bezahlmoglichkeit zu verwenden. Hierzu wird eine Segmentierung auf Basis des TRI 2.0 durchgefuhrt und Determinanten der Technologieakzeptanz fur die einzelnen Kundensegmente verglichen.

The Effects of Customer Evaluations of Channel Integration: Does an Integrated Multichannel Strategy Pay Off?

It has been common for retail companies to use multiple channels simultaneously (Rangaswamy and van Bruggen 2005). However, simultaneous use is only the first step in creating a customer-centric multichannel system that demands channel synergies rather than parallel retail formats (McGoldrick and Collins 2007). At issue is therefore not the degree of integration undertaken by a firm but rather the customer’ perception of the extent of integration and how the channels allow a complementary and differentiated use of the multichannel system in purchase processes (Verhoef, Neslin, and Vroomen 2007) . As such, cross-channel use of multichannel systems should offer customers more uses and new uses of retail channels than one-channel systems (Berman and Thelen 2004; Verhagen and van Dolen 2009).

Understanding the New Online Customer Journey: The Multichannel E-Commerce Framework—An Abstract

In this article, we develop a conceptual framework for online retailing that contributes to broadening the understanding of online shopping across electronic channels (e-channels) and e-channel touchpoints. For this purpose, we define an e-channel as a category of Internet-enabled devices (e.g., mobile devices) that consumers can use to interact with and purchase from an online retailer. An e-channel touchpoint is defined as a specific digital shopping format (e.g., a mobile shopping app) that is employed by a retailer to provide consumers with an online shopping opportunity. By introducing the terms “e-channel” and “e-channel touchpoint,” we extend the understanding of “the online channel” to a perspective of “multichannel e-commerce.”

The Role of Synergy and Complementarity in a Multichannel E-Commerce System

When online retailers operate more than one electronic distribution channel (e-channel), they have to manage the individual online distribution channels (such as an online Web site and a mobile shopping app), but they also have to manage the degree of synergies and complementarity across these channels. Though many retailers already provide diverse online shopping channels, there is no research that investigated the role of synergies and complementarity across these e-channels as well as their effects on consumers’ intention to use a retailer’s multichannel e-commerce system.

Vertriebliche Einsatzmöglichkeiten internetfähiger TV-Geräte

In deutschen Haushalten nimmt die Anzahl an internetfahigen TV-Geraten (iTV) bestandig zu, ebenso wie der Anteil von iTV-Besitzern, welche die Online-Funktionen ihres iTVs aktiv nutzen. Durch diese Entwicklung, in Verbindung mit der generell zunehmenden Relevanz des E-Commerce, bieten iTVs vielfaltige Moglichkeiten fur den vertrieblichen Einsatz. Neben den Chancen, die zur Etablierung neuer Geschaftsmodelle entstehen, stellen sich durch die veranderten Nutzungsszenarien von iTV auch neue Herausforderungen, die in diesem Beitrag erortert werden. Zudem werden die Ergebnisse einer experimentellen Studie zur Untersuchung der Akzeptanz von Konsumenten, via iTV online einzukaufen, prasentiert und diskutiert.