Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

Purpose – Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and om...

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Bibliographic Details
Main Authors: Monica Cortiñas, Raquel Chocarro, Margarita Elorz
Format: Article
Language:English
Published: Emerald Publishing 2019-12-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
omni-channel
fast fashion
segmentation
distribution services
e-commerce
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2019-0031/full/pdf?title=omni-channel-users-and-omni-channel-customers-a-segmentation-analysis-using-distribution-services

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2019-0031/full/pdf?title=omni-channel-users-and-omni-channel-customers-a-segmentation-analysis-using-distribution-services

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