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 Goller

This paper analyses the current purchasing behaviour of shoppers in 14 countries and, in particular, their usage of different channels (on-line and 'bricks and mortar' retail channels) and the implications this has for companies to develop 'multi-channel' strategies.

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

INTRODUCTION

The idea that...

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