From the customer’s perspective, which is better: to buy through one channel or several channels? The obvious answer is to have multiple channels available—order from the Web, make returns at the store, check on delivery by phone—and have all of those contact points able to pick up where they last left off. But is there any advantage—to the customer–of using only one channel? Why does research show that customers who use more than one channel are more likely to be more valuable than those who use only one?

From the customer’s perspective, which is better: to buy through one channel or several channels? The obvious answer is to have multiple channels available—order from the Web, make returns at the store, check on delivery by phone—and have all of those contact points able to pick up where they last left off. But is there any advantage—to the customer–of using only one channel? Why does research show that customers who use more than one channel are more likely to be more valuable than those who use only one?

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter7: Consumer Buying Behavior

Section7.2: Disney Markets To The Young And The Young At Heart

Problem 1C

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