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首页> 外文期刊>Journal of retailing and consumer services >Should retailers harmonize marketing variables across their distribution channels? An investigation of cross-channel effects in multi-channel retailing
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Should retailers harmonize marketing variables across their distribution channels? An investigation of cross-channel effects in multi-channel retailing

机译：零售商是否应该协调其分销渠道中的营销变量？多渠道零售中的跨渠道效应研究

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摘要

Retailers with more than one channel of distribution have to decide whether marketing variables such as conveyed image, price, and assortment should be harmonized across channels. This article presents an integrative model and survey results that shed light on this question; its focus is on stores, online shops, and catalogs. The results show that harmonization of marketing variables has advantages and disadvantages: on the one hand, it correlates positively with overall customer loyalty and cross-channel customer retention, i.e., one channel causes more sales in other channels. On the other hand, it also correlates positively with cannibalization within the distribution system. This suggests that general recommendations strictly favoring or disfavoring harmonization do not account sufficiently for the complexity of the problem and retailer heterogeneity.
机译：具有多个分销渠道的零售商必须决定是否应在各个渠道之间协调营销变量，例如传达的图像，价格和分类。本文提供了一个集成模型和调查结果，阐明了这个问题。它的重点是商店，在线商店和目录。结果表明，协调营销变量具有优缺点：一方面，它与整体客户忠诚度和跨渠道客户保留率呈正相关，即一个渠道在其他渠道中带来了更多的销售额。另一方面，它也与分配系统中的同人化成正相关。这表明严格推荐或不利于协调的一般建议不能充分说明问题的复杂性和零售商的异质性。

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