Abstract
This study analyzes the effects of multi-channel sales strategy for small local retailer, limited to a circumscribed portion of the sales network . Through the method of the single case study, developed on a small grocery retailer of the Italian market, it enrich the main contributions in this field, in particular the model proposed by Cao and Li. The results tested on big retailer by Cao and Li are studied on small business of grocery retail, operating mainly at a local level.References
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Ansari, A., Mela, C., & Neslin, S. (2008). Customer Channel Migration. Journal of Marketing Research, 60-76.
Avery, J., Steenburgh, T., Deighton, J., & Caravella, M. (2012). Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elastic-ities over Time,. Journal of Marketing, 96-111.
Bendoly, E., Blocher, J., Bretthauer, K., Krishnan, S., & Venkataramanan, M. (2005). Online/in-Store Integration and CustomerRetention. Journal of Service Reaserch, 313-327.
Berger, P., Bolton, R., Bowman, D., Briggs, E., Kumar, V., Parasuraman, A., & Creed, T. (2002). Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management. Journalof Service Research, 39-54.
Berger, P., Lee, J., & Weinberg, B. (2006). Optimal Cooperative Advertis-ing Integration Strategy for Organizations Adding a Direct Online Channel. Journal of the Operational Research Society, 920-927.
Berry, L., Bolton, R., Bridges, C., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for Innovation in the Delivery of Interactive Retail Services. Journal of Interactive Marketing, 155-197.
Calder, B., & Malthouse, E. (2005). Managing Media and Advertising Change with Integrated Marketing. Journal of Advertising Research, 356-361.
Cao, L., & Li, L. (2015). The Impact of Cross-Channel Integration on Retailers' Sales Growth. Journal of Retailing, 198-216.
Chaffey, D. (2010). Applying Organisational Capability Models to Assess the Maturity of Digital-Marketing Governance. Journal of Marketing Management, 187-196.
Cheng, J.-S., Tsao, S., Tsai, W., & Hill, H.-J. (2007). WillEchannel Additions Increase the Financial Performance of the Firm?—TheEvidence from Taiwan. Industrial Marketing Management, 50-57.
Coelho, F., & Easingwood, C. (2003). Multiple Channel Structures inFinancial Services:A Framework. Journal of Financial Services Marketing, 22.
Corbetta, P. (1999). Metodologia e Tecniche della Ricerca Sociale. Bologna: Il Mulino.
Davis, R., Oliver, M., & Brodie, J. (2000). RetailService Branding in Electronic-Commerce Environments. Journal ofService Research, 178.
Deleersnyder, B., Geyskens, I., Gielens, K., & Dekimpe, M. (2002). How Cannibalistic is the Internet Channel? A Study of the News-paper Industry in the United Kingdom and the Netherlands. International Journal of Research in Marketing, 337-348.
Fattore, G. (2005). Metodi di Ricerca in Economia Aziendale. Milano: Hoepli.
Geyskens, I., Gielens, K., & Dekimpe, M. (2002). The MarketValuation of Internet Channel Additions. Journal of Marketing, 102-119.
Goersch, D. (2002). Multi-Channel Integration and Its Implications forRetail Web Sites. Proceedings of the 10th European Conference on Information System (p. 748-758). ECIS.
Homburgc., Vollmayr, J., & Hahn, A. (2014). Firm ValueCreation through Major Channel Expansions: Evidence from an Event Studyin the United States, Germany, and China. Journal of Marketing, 38-61.
Jick, T. (1979). Mixing Qualitative and Quantitative Methods: Triangulation in Action. Administrative Science Quarterly, 602-611.
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Konus, U., Verhoef, P., & Neslin, P. (2014). Multichannel Shopper Segments and Their Covariates. Journal of Retailing, 398-413.
Kumar, V., & Venkatesan, R. (2005). Who Are the Multichannel Shop-pers and How Do They Perform? Correlates of Multichannel ShoppingBehavior. Journal of Interactive Marketing, 44-62.
Marianne, S. (2013). The Issue of Multichannel Integration, a Key Chal-lenge for Service Firms in a Context of Multichannel Services Distribution. International Business Research, 160-167.
Montoya-Weiss, M., Glenn, B., & Grewal, D. (2003). Deter-minants of Online Channel Use and Overall Satisfaction with a Relational,Multichannel Service Provider. Journal of the Academy of Marketing Science, 448-458.
Neslin, S., & Shankar, V. (2009). Key Issues in MultichannelCustomer Management: Current Knowledge and Future Directions. Journalof Interactive Marketing, 70-81.
Neslin, S., Grewal, D., Leghorn, R., Verhof, P., & Thomas, J. (2006). Challenges andOpportunities in Multichannel Customer Management. Journal of Service Reaserch, 95-112.
Ofek, E., Katona, Z., & Sarvary, M. (2011). Bricks and Clicks’: TheImpact of Product Returns on the Strategies of Multichannel Retailers. Marketing Science, 42-60.
Oh, L., Teo, H., & Sambamurthy, V. (2012). The Effectsof Retail Channel Integration through the Use of Information Technolo-gies on Firm Performance. Journal of Operations Management, 368-381.
Payne, A., & Frow, P. (2004). The Role of Multichannel Integration in Customer Relationship Management. Industrial Marketing Management, 527-538.
Pentina, I., & Hasty, R. (2009). Effects of Multichannel Coordination and E-Commerce Outsourcing on Online Retail Performance. Journalof Marketing Channels, 359-374.
Plé, L. (2006). Managing Multichannel Coordination in Retail Banking: The Influence of Customer Participation. International Journal of Bank Marketing, 327-345.
Schramm-Klein, H., & Morschett, D. (2006). Retail Channel Portfolios:Channel-Attributes or Integration-Benefit – What Counts More? European Advances in Consumer Research, 377-384.
Sousa, R., & Voss, C. (2006). Service Quality in MultichannelServices Employing Virtual Channels. Journal of Service Research, 356-371.
Steinfield, C., Adelaar, T., & Liu, F. (2002). Click and MortarStrategies Viewed from the Web: A Content Analysis of Features Illustrat-ing Integration between Retailers’ Online and Offline Presence. Electronic Markets, 199-212.
Stone, M., Hobbes, M., & Khaleeli, M. (2002). Multichannel Cus-tomer Management: The Benefits and Challenges. Journal of Database Marketing, 39-52.
Tang, F., & Xing, X. (2001). Will the Growth of Multi-ChannelRetailing Diminish the Pricing Efficiency of the Web? Journal of Retailing, 319-333.
Van Baal, S. (2014). Should Retailers Harmonize Marketing Variablesacross Their Distribution Channels? An Investigation of Cross-Channel Effects in Multi-Channel Retailing. Journal of Retailing and Consumer Services, 1038-1046.
Van Baal, S., & Dach, C. (2005). Free Riding and Customer Retention across Retailers’ Channels. Journal of Interactive Marketing, 75-85.
Van Birgelen, M., De Jong, A., & De Ruyter, K. (2006). Multi-Channel Service Retailing: The Effects of Channel Performance Satisfaction on Behavioral Intentions. Journal of Retailing, 376.
Vanheems, R. (2009). Distribution Multi-Canal: Vers Une Évaluation DuRôle Du Vendeur Dans L’intégration Des Canaux De Distribution. RevueFran¸caise Du Marketing, 53-65.
Verhoef, P. (2012). Multichannel Customer Management Strategy. In V. Shankar, & G. Carpenter, Handbook of Marketing (p. 135-150). Cheltenham: Edward Elgar Publishing.
Verhoef, P., Neslin, S., & Vroomen, B. (2007). Multichannel Customer Management: Understanding the Research-Shopper Phenomenon. International Journal of Research in Marketing, 129-148.
Verhof, P., Lemon, C., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 31-41.
Xia, Y., & Zhang, P. (2010). The Impact of the Online Channel onRetailers’ Performances: An Empirical Evaluation. Decision Sciences, 517-546.
Xing, X., Yang, Z., & Tang, F. (2006). Comparison ofTime-Varying Online Price and Price Dispersion between Multichannel andDotcom Dvd Retailers. Journal of Interactive Marketing, 3-20.
Yan, R., Wang, J., & Zhou, B. (2010). Channel Integration and ProfitSharing in the Dynamics of Multi-Channel Firms. Journal of Retailing and Consumer Services, 430-440.
Zhang, J., Farris, P., Irvin, J., Kushwaha, T., Steenburgh, T., & Weitz, B. (2010). Crafting Integrated Multi-channel Retailing Strategies,. Journal of Interactive Marketing, 168-180.
Ziliani, C. (2015). Promotion Revolution. Milano: Egea.
Ansari, A., Mela, C., & Neslin, S. (2008). Customer Channel Migration. Journal of Marketing Research, 60-76.
Avery, J., Steenburgh, T., Deighton, J., & Caravella, M. (2012). Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elastic-ities over Time,. Journal of Marketing, 96-111.
Bendoly, E., Blocher, J., Bretthauer, K., Krishnan, S., & Venkataramanan, M. (2005). Online/in-Store Integration and CustomerRetention. Journal of Service Reaserch, 313-327.
Berger, P., Bolton, R., Bowman, D., Briggs, E., Kumar, V., Parasuraman, A., & Creed, T. (2002). Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management. Journalof Service Research, 39-54.
Berger, P., Lee, J., & Weinberg, B. (2006). Optimal Cooperative Advertis-ing Integration Strategy for Organizations Adding a Direct Online Channel. Journal of the Operational Research Society, 920-927.
Berry, L., Bolton, R., Bridges, C., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for Innovation in the Delivery of Interactive Retail Services. Journal of Interactive Marketing, 155-197.
Calder, B., & Malthouse, E. (2005). Managing Media and Advertising Change with Integrated Marketing. Journal of Advertising Research, 356-361.
Cao, L., & Li, L. (2015). The Impact of Cross-Channel Integration on Retailers' Sales Growth. Journal of Retailing, 198-216.
Chaffey, D. (2010). Applying Organisational Capability Models to Assess the Maturity of Digital-Marketing Governance. Journal of Marketing Management, 187-196.
Cheng, J.-S., Tsao, S., Tsai, W., & Hill, H.-J. (2007). WillEchannel Additions Increase the Financial Performance of the Firm?—TheEvidence from Taiwan. Industrial Marketing Management, 50-57.
Coelho, F., & Easingwood, C. (2003). Multiple Channel Structures inFinancial Services:A Framework. Journal of Financial Services Marketing, 22.
Corbetta, P. (1999). Metodologia e Tecniche della Ricerca Sociale. Bologna: Il Mulino.
Davis, R., Oliver, M., & Brodie, J. (2000). RetailService Branding in Electronic-Commerce Environments. Journal ofService Research, 178.
Deleersnyder, B., Geyskens, I., Gielens, K., & Dekimpe, M. (2002). How Cannibalistic is the Internet Channel? A Study of the News-paper Industry in the United Kingdom and the Netherlands. International Journal of Research in Marketing, 337-348.
Fattore, G. (2005). Metodi di Ricerca in Economia Aziendale. Milano: Hoepli.
Geyskens, I., Gielens, K., & Dekimpe, M. (2002). The MarketValuation of Internet Channel Additions. Journal of Marketing, 102-119.
Goersch, D. (2002). Multi-Channel Integration and Its Implications forRetail Web Sites. Proceedings of the 10th European Conference on Information System (p. 748-758). ECIS.
Homburgc., Vollmayr, J., & Hahn, A. (2014). Firm ValueCreation through Major Channel Expansions: Evidence from an Event Studyin the United States, Germany, and China. Journal of Marketing, 38-61.
Jick, T. (1979). Mixing Qualitative and Quantitative Methods: Triangulation in Action. Administrative Science Quarterly, 602-611.
King, R., Sen, R., & Xia, M. (2004). Impact of Web-Based E-Commerce on Channel Strategy in Retailing. International Journal ofElectronic Commerce, 103-130.
Konus, U., Verhoef, P., & Neslin, P. (2014). Multichannel Shopper Segments and Their Covariates. Journal of Retailing, 398-413.
Kumar, V., & Venkatesan, R. (2005). Who Are the Multichannel Shop-pers and How Do They Perform? Correlates of Multichannel ShoppingBehavior. Journal of Interactive Marketing, 44-62.
Marianne, S. (2013). The Issue of Multichannel Integration, a Key Chal-lenge for Service Firms in a Context of Multichannel Services Distribution. International Business Research, 160-167.
Montoya-Weiss, M., Glenn, B., & Grewal, D. (2003). Deter-minants of Online Channel Use and Overall Satisfaction with a Relational,Multichannel Service Provider. Journal of the Academy of Marketing Science, 448-458.
Neslin, S., & Shankar, V. (2009). Key Issues in MultichannelCustomer Management: Current Knowledge and Future Directions. Journalof Interactive Marketing, 70-81.
Neslin, S., Grewal, D., Leghorn, R., Verhof, P., & Thomas, J. (2006). Challenges andOpportunities in Multichannel Customer Management. Journal of Service Reaserch, 95-112.
Ofek, E., Katona, Z., & Sarvary, M. (2011). Bricks and Clicks’: TheImpact of Product Returns on the Strategies of Multichannel Retailers. Marketing Science, 42-60.
Oh, L., Teo, H., & Sambamurthy, V. (2012). The Effectsof Retail Channel Integration through the Use of Information Technolo-gies on Firm Performance. Journal of Operations Management, 368-381.
Payne, A., & Frow, P. (2004). The Role of Multichannel Integration in Customer Relationship Management. Industrial Marketing Management, 527-538.
Pentina, I., & Hasty, R. (2009). Effects of Multichannel Coordination and E-Commerce Outsourcing on Online Retail Performance. Journalof Marketing Channels, 359-374.
Plé, L. (2006). Managing Multichannel Coordination in Retail Banking: The Influence of Customer Participation. International Journal of Bank Marketing, 327-345.
Schramm-Klein, H., & Morschett, D. (2006). Retail Channel Portfolios:Channel-Attributes or Integration-Benefit – What Counts More? European Advances in Consumer Research, 377-384.
Sousa, R., & Voss, C. (2006). Service Quality in MultichannelServices Employing Virtual Channels. Journal of Service Research, 356-371.
Steinfield, C., Adelaar, T., & Liu, F. (2002). Click and MortarStrategies Viewed from the Web: A Content Analysis of Features Illustrat-ing Integration between Retailers’ Online and Offline Presence. Electronic Markets, 199-212.
Stone, M., Hobbes, M., & Khaleeli, M. (2002). Multichannel Cus-tomer Management: The Benefits and Challenges. Journal of Database Marketing, 39-52.
Tang, F., & Xing, X. (2001). Will the Growth of Multi-ChannelRetailing Diminish the Pricing Efficiency of the Web? Journal of Retailing, 319-333.
Van Baal, S. (2014). Should Retailers Harmonize Marketing Variablesacross Their Distribution Channels? An Investigation of Cross-Channel Effects in Multi-Channel Retailing. Journal of Retailing and Consumer Services, 1038-1046.
Van Baal, S., & Dach, C. (2005). Free Riding and Customer Retention across Retailers’ Channels. Journal of Interactive Marketing, 75-85.
Van Birgelen, M., De Jong, A., & De Ruyter, K. (2006). Multi-Channel Service Retailing: The Effects of Channel Performance Satisfaction on Behavioral Intentions. Journal of Retailing, 376.
Vanheems, R. (2009). Distribution Multi-Canal: Vers Une Évaluation DuRôle Du Vendeur Dans L’intégration Des Canaux De Distribution. RevueFran¸caise Du Marketing, 53-65.
Verhoef, P. (2012). Multichannel Customer Management Strategy. In V. Shankar, & G. Carpenter, Handbook of Marketing (p. 135-150). Cheltenham: Edward Elgar Publishing.
Verhoef, P., Neslin, S., & Vroomen, B. (2007). Multichannel Customer Management: Understanding the Research-Shopper Phenomenon. International Journal of Research in Marketing, 129-148.
Verhof, P., Lemon, C., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 31-41.
Xia, Y., & Zhang, P. (2010). The Impact of the Online Channel onRetailers’ Performances: An Empirical Evaluation. Decision Sciences, 517-546.
Xing, X., Yang, Z., & Tang, F. (2006). Comparison ofTime-Varying Online Price and Price Dispersion between Multichannel andDotcom Dvd Retailers. Journal of Interactive Marketing, 3-20.
Yan, R., Wang, J., & Zhou, B. (2010). Channel Integration and ProfitSharing in the Dynamics of Multi-Channel Firms. Journal of Retailing and Consumer Services, 430-440.
Zhang, J., Farris, P., Irvin, J., Kushwaha, T., Steenburgh, T., & Weitz, B. (2010). Crafting Integrated Multi-channel Retailing Strategies,. Journal of Interactive Marketing, 168-180.
Ziliani, C. (2015). Promotion Revolution. Milano: Egea.
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