Shoppers at the heart of multi channel strategy – is current behaviour of shoppers reflecting the drive by retailers and suppliers to develop multi channel strategies?
Mark Burgess and Susanne GollerIpsos MORI, United Kingdom
The idea that it is imperative for companies to master 'multi-channel marketing' in order to maintain competitiveness has taken hold over the last few years. It is considered that there are two key factors that have fuelled this development (Banta 2004):
The first is the growth of the number of channels available to companies to communicate and deliver their products to end-users....