Management practices for multichannel marketing: study on retail consumer goods
DOI:
https://doi.org/10.19094/contextus.v16i3.39905Keywords:
marketing, retail, multi-channel, integration, performance.Abstract
Multi-channel marketing practices have become more intense in the retail industry, causing benefits and challenges for retailers. This study analyzed the multichannel marketing management practices of retailers of consumer goods in Grande Florianópolis region, in the Brazilian state of Santa Catarina. Data were collected through a self-managed questionnaire and were analyzed with statistical techniques. Results have shown that multichannel marketing is recent and uses multiple on-line channels. The most commonly used practices are customer satisfaction management, visual merchandising, product/brand portfolio, customer relationship management, and internet/social network monitoring. Significant statistical differences were identified in the promotion/sales practices, alliances/partnerships, product and price policy integration depending on the size of the retailer. The existence of four clusters of multichannel retailers was found: “pioneering”, “experienced”, “less experienced” and “belated”. The study contributed to increasing the knowledge about the subject from the perspective of the retailers as well as to identifying statistical differences in multichannel marketing management practices according to size and clusters in the region studied.
References
ANDREINI, D.; PEDELIENTO, G. Is multichannel integration in retailing a source of competitive advantage? In: MUSSO, F.; DRUICA, E. (Org.). Handbook of Research on Retailer: consumer relationship development. IGI Global, 2014. p. 471-489.
ANSARI, A.; MELA, C.; NESLIN, S. Customer channel migration. Journal of Marketing Research, v. 45, n. 1, p. 60-76, 2008.
AUBREY, C.; JUDGE, D. Re-imagine retail: why store innovation is key to a brand’s growth in the ‘new normal’, digitally-connected and transparent world. Journal of Brand Strategy, v. 1 n. 1, p. 31-39, 2012.
BERNSTEIN, F.; SONG, J.; ZHENG, X”.Bricks-and-mortar” vs “clicks-and-mortar”: an equilibrium analysis. European Journal of Operational Research, v. 187, n. 3, p. 671-690, 2008.
BERRY, L.; BOLTON, R.; BRIDGES, C.; MEYER, J.; PARASURAMAN, A.; SEIDERS, K. Opportunities for innovation in the delivery of interactive retail services. Journal of Interactive Marketing, v. 24, n. 2, p. 155-167, 2010.
BROLIO, P.; ESPARTEL, L. Confusão do consumidor no cenário multimídia e multicanal: definição do construto e agenda de pesquisa. Revista Brasileira de Marketing, v. 15, n 1, 2016.
BRUCE, L.; BONDY, K.; STREET, R.; WILSON, H. Channel evolution: how new multichannel thinking can deliver competitive advantage. Journal of Direct, Data and Digital Marketing Practice, v. 10, n. 4, p. 329-335, 2009.
BRYNJOLFSSON, E.; HU, Y.; RAHMAN, M. Competing in the age of omnichannel retailing. MIT Sloan Management Review, v. 54, n. 4, p. 23-29, 2013.
CAO, L. Business model transformation in moving to a cross-channel retail strategy: a case study. International Journal of Electronic Commerce, v. 18, n. 4, p. 69-96, 2014.
CAO, L.; LI, L. The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, v. 91, n. 2, p. 198-216, 2015.
CAVAZZA, B.; ALCÂNTARA, V.; SETTE, R.; ANTONIALLI, L. Estratégias de marketing em Micro e pequenas empresas de varejo: estudo de múltiplos casos no sul de Minas Gerais. Revista da Micro e Pequena Empresa, v. 8, n. 3, p. 52-65, 2014.
CHATTERJEE, P. Cross-channel product ordering and payment policies in multichannel retailing: implications for shopping behavior and retailer profitability. Journal of Shopping Center Research, v. 13, n. 2, p. 31-56, 2006.
COUGHLAN, A.; ANDERSON, E.; STERN, L.; EL-ANSARY, A. Canais de marketing. São Paulo: Pearson Education do Brasil, 2012.
CRONBACH, L. Coefficient alpha and the internal structure of tests. Psychometrika, v. 16, n. 3, p. 297-334, 1951.
DAY, G. S.; WENSLEY, R. Assessing Advantage: for Framework Diagnosing Superiority Competitive. Journal of Marketing, v. 52, n. 2, p. 1-20, Apr. 1988.
DEPEC – Departamento de Pesquisas e Estudos Econômicos do Bradesco. Comércio varejista. Disponível em: <http://www.economiaemdia.com.br/EconomiaEmDia/pdf/infset_comercio_varejista.pdf>. Acesso em: 05 mar. 2016.
DHOLAKIA, R.; ZHAO, M.; DHOLAKIA, N. Multichannel retailing: a case study of early experiences. Journal of Interactive Marketing, v. 19, n. 2, p. 64-74, 2005.
DIAS, S. O desafio do varejo multicanal: comportamento free-riding do consumidor. 337 f. Tese (Doutorado em Administração) – Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo, São Paulo, 2014.
FECOMÉRCIO-SC. Caderno do comércio de Santa Catarina 2016. Florianópolis, 2016. Disponível em: <http://www.fecomercio-sc.com.br/publicacoes/caderno-do-comercio-de-santa-catarina-2016/>. Acesso em: 2 out. 2018.
GALLINO, S.; MORENO, A. Integration of online and offline channels in retail: the impact of sharing reliable inventory availability information. Management Science, p. 1-36, June 2014.
GHEMAWAT, P. Vantagem sustentável. In: MONTGOMERY, C. A.; PORTER, M. E. (Org.) Estratégia: a busca da vantagem competitiva. Rio de Janeiro: Campos, 1998. p. 29.
GRIFFITHS, G.; HOWARD, A. Balancing clicks and bricks-strategies for multichannel retailers. Journal of Global Business Issues, v. 2, n. 1, p. 69-75, 2008.
HERHAUSEN, D.; BINDER, J.; SCHOEGEL, M.; HERRMANN, A. Integrating bricks with clicks: retailer-level and channel-level outcomes of online–offline channel integration. Journal of Retailing, v. 91, n. 2, p. 309-325, 2015.
JIN, B.; PARK, J.; KIM, J. Joint influence of online store attributes and offline operations on performance of multichannel retailers. Behaviour & Information Technology, v. 29, n. 1, p. 85-96, 2010.
JOHANSSON, T.; KASK, J. Configurations of business strategy and marketing channels for e-commerce and traditional retail formats: A Qualitative Comparison Analysis (QCA) in sporting goods retailing. Journal of Retailing and Consumer Services. v. 34, p. 326-333, 2017.
JONES, C.; LIVINGSTONE, N. Emerging implications of online retailing for real estate: Twenty-first century clicks and bricks. Journal of Corporate Real Estate, v. 17, n. 3, p. 226-239, 2015.
KAUFMAN-SCARBOROUGH, C.; LINDQUIST, J. E-shopping in a multiple channel environment. Journal of Consumer Marketing, v. 19, n. 4, p. 333-350, 2002.
KERSMARK, M.; STAFLUND, L.. Omni-channel retailing: blurring the lines between online and offline. 2015. 63 f. Dissertação (Mestrado in Business Administration) – Jönköping International Business School, Jönköping University, Suécia, 2015.
KIM, J.; LEE, H. Consumer product search and purchase behavior using various retail channels: the role of perceived retail usefulness. International Journal of Consumer Studies, v. 32, n. 6, p. 619-627, 2008.
KOTLER, P.; KELLER, K. Administração de marketing. São Paulo: Pearson Prentice Hall, 2012.
KOZLENKOVA, I.; HULT, G.; LUND, D.; MENA, J.; KEKEC, P. The role of marketing channels in supply chain management. Journal of Retailing, v. 91, n. 4, p. 586-609, 2015.
KUMAR, V.; SUNDER, S.; SHARMA, A. Leveraging distribution to maximize firm performance in emerging markets. Journal of Retailing, v. 91, n. 4, p. 627-643, 2015.
KUSHWAHA, T.; SHANKAR, V. Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of Marketing, v. 77, n. 4, p. 67-85, 2013.
LAN, J. A diversificação dos canais comerciais como fonte de vantagem competitiva em redes de supermercados no Brasil. 2010. 102 f. Dissertação (Mestrado em Administração) – Universidade Presbiteriana Mackenzie, São Paulo, 2010.
MALHOTRA, N. Pesquisa de marketing: uma orientação aplicada. Bookman Editora, 2012.
MATTAR, F. Administração de varejo. Rio de Janeiro: Elsevier, 2011.
MELIS, K.; CAMPO, K.; BREUGELMANS, E.; LAMEY, L. The impact of the multi-channel retail mix on online store choice: does online experience matter? Journal of Retailing, v. 91, n. 2, p. 272-288, 2015.
MIOTTO, A.; PARENTE, J. Retail evolution model in emerging markets: apparel store formats in Brazil. International Journal of Retail & Distribution Management, v. 43, n3, p. 242-260, 2015.
MÜLLER-LANKENAU, C.; WEHMEYER, K.; KLEIN, S. Strategic channel alignment: an analysis of the configuration of physical and virtual marketing channels. Information Systems and e-Business Management, v. 4, n. 2, p. 187-216, 2006.
NESLIN, S.; SHANKAR, V. Key issues in multichannel customer management: current knowledge and future directions. Journal of Interactive Marketing, v. 23, n. 1, p. 70-81, 2009.
OH, L.; TEO, H.; SAMBAMURTHY, V. The effects of retail channel integration through the use of information technologies on firm performance. Journal of Operations Management, v. 30, n. 5, p. 368-381, 2012.
PACAGNAN, M.; RAMPAZO, A. Competitividade no varejo: desafios da colaboração entre os pequenos empresários. Revista da Micro e Pequena Empresa, v. 2, n. 1, p. 3-18, 2008.
PARENTE, J.; BARKI, E. Varejo no Brasil: gestão e estratégia. São Paulo: Atlas, 2014.
PENTINA, I.; PELTON, L.; HASTY, R. Performance implications of online entry timing by store-based retailers: a longitudinal investigation. Journal of Retailing, v. 85, n. 2, p. 177-193, 2009.
QUADER, M.; QUADER, M. The utilization of e-commerce by traditional supermarkets in the UK through strategic alliances with internet based companies. Journal of Services Research, v. 8, n. 1, p. 177-211, 2008.
RAPP, A.; BAKER, T.; BACHRACH, D.; OGILVIE, J.; BEITELSPACHER, L. Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, v. 91, n. 2, p. 358-369, 2015.
REVISTA EXAME. Estatísticas de uso de celular no Brasil. Disponível em: <https://exame.abril.com.br/negocios/dino/estatisticas-de-uso-de-celular-no-brasil-dino89091436131/>. Acesso em: 5 mai. 2016.
RIBEIRO, R.; ROSSETTO, C.; VERDINELLI, M. Comportamento estratégico da empresa e a visão baseada em recursos: um estudo no setor varejista de material de construção. Gest. Prod., v. 18, n. 1, p. 175-192, 2011.
ROSENBLOOM, B. Multi-channel strategy in business-to-business markets: prospects and problems. Industrial Marketing Management, v. 36, n. 1, p. 4-9, 2007.
SAUNDERS, M.; LEWIS, P.; THORNHILL, A. Research methods for business students. Pearson Education, 2009.
SEBRAE. Critérios de Classificação de Empresas. Disponível em: <http://www.sebrae-sc.com.br/leis/default.asp?vcdtexto=4154>. Acesso em: 12 mar. 2017.
VALOS, M. A qualitative study of multi-channel marketing performance measurement issues. Journal of Database Marketing & Customer Strategy Management, v. 15, n. 4, p. 239-248, 2008.
VALOS, M.; POLONSKY, M.; GEURSEN, G.; ZUTSHI, A. Marketers’ perceptions of the implementation difficulties of multichannel marketing. Journal of Strategic Marketing, v. 18, n. 5, p. 417-434, 2010.
VAN BAAL, S. Should retailers harmonize marketing variables across their distribution channels?: an investigation of cross-channel effects in multi-channel retailing. Journal of Retailing and Consumer Services, v. 21, n. 6, p. 1038-1046, 2014.
VANHEEMS, R.; KELLY, J. Understanding customer purchase switching behavior when retailers use multiple channels. International Journal of Integrated Marketing Communications, v. 1, n. 2, p. 44-56, 2009.
VANHEEMS, R.; KELLY, J.; STEVENSON, K. The Internet, the modern death of a salesman: multichannel retailing’s impact on the salesperson’s role. International Journal of Integrated Marketing Communications, v. 5, n. 2, p. 91-101, 2013.
VENKATESAN, R.; KUMAR, V.; RAVISHANKER, N. Multichannel shopping: causes and consequences. Journal of Marketing, v. 71, n. 2, p. 114-132, 2007.
VERHOEF, P.; KANNAN, P.; INMAN, J. From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, v. 91, n. 2, p. 174-181, 2015.
WALLACE, D.; JOHNSON, J.; UMESH, U. Multichannels strategy implementation: the role of channel alignment capabilities. Decision Sciences, v. 40, n. 4, p. 869-900, 2009.
WATSON IV, G.; WORM, S.; PALMATIER, R.; GANESAN, S. The evolution of marketing channels: trends and research directions, Journal of Retailing, v. 91 n. 4, p. 546-568, 2015.
WELTEVREDEN, J. W. J.; BOSCHMA, R. A. Internet strategies and performance of Dutch retailers. Journal of Retailing and Consumer Services, [S. l.], v. 15, n. 3, p. 163-178, May 2008.
XIA, Y.; ZHANG, G. The impact of the online channel on retailers’ performances: an empirical evaluation. Decision Sciences, v. 41, n. 3, p. 517-546, 2010.
YAN, R.; WANG, J.; ZHOU, B. Channel integration and profit sharing in the dynamics of multi-channel firms. Journal of Retailing and Consumer Services, v. 17, n. 5, p. 430-440, 2010.
ZHANG, J.; FARRIS, P.; IRVIN, J.; KUSHWAHA, T.; STEENBURGH, T.; WEITZ, B. Crafting integrated multichannel retailing strategies. Journal of Interactive Marketing, v. 24, n. 2, p. 168-180, 2010.
Downloads
Published
How to Cite
Issue
Section
License
The authors, while doing the submission, accept the notice below:
We authors hold the copyright related to our paper and transfer Contextus journal the right for the first publication with a Creative Commons’ international license of the modality Attribution – Non-commercial 4.0, which in turn allows the paper to be shared providing that both the authorship and the journal’s right for initial release are acknowledged.
Furthermore, we are aware of our permission to take part in additional contracts independently for non-exclusive distribution of the version of our work published in this journal (e.g. publishing it in an institutional repository or as a book chapter), while acknowledging both the authorship and the journal’s initial publication.
We also certify that the paper is original and up to this date has not been released in any other journal, Brazilian or of another nationality, either in Portuguese or another language, as well as it has not been sent for simultaneous publication in other journals.
Last, we not only know that plagiarism is not tolerated by Contextus but also certify the paper presents the sources of passages from cited works, including those authored by ourselves.
