Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry

Wooyong Jo, Jikyung (Jeanne) Kim, Jeonghye Choi

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)


Purpose: This study aims to identify, within the context of the French fashion industry, the characteristics of multichannel shoppers, that is, consumers who use more than one channel in a single shopping trip. We especially investigate whether consumers' focus on quality versus price affects their multichannel shopping tendency and their flexibilities in their shopping lists (basket flexibility). Design/methodology/approach: We surveyed a representative sample of 400 French shoppers regarding fashion apparel purchasing. We use a logistic regression framework to measure the probability of a shopper becoming a multichannel shopper based on the key constructs and a battery of control variables. Findings: The analysis shows that, in fashion buying, shoppers focused on quality and those with high basket flexibility have a higher probability of becoming multichannel shoppers. The probability becomes even greater when a shopper is both quality oriented and has basket flexibility. Research limitations/implications: We focus on the fashion apparel market for a deeper understanding of multichannel usage of products with both experience and search features. Future research can investigate other industries for higher generalizability. Practical implications: Our research provides insights into multichannel fashion companies whose managements aim to effectively manage high-value customers who tend to use more channels when shopping. Specifically, an omnichannel marketing strategy should focus on capturing the quality-oriented and highly basket-flexible segment of consumers. Originality/value: Our study provides evidence that for products having high experiential as well as search features, quality-oriented and highly flexible shoppers engage more in multichannel shopping. Because these characteristics are related to the long-term value of customers, we provide the link between multichannel marketing and firm profitability in the context of the fashion industry.

Original languageEnglish
Pages (from-to)250-274
Number of pages25
JournalAsia Pacific Journal of Marketing and Logistics
Issue number1
Publication statusPublished - 2021 Jan 12

Bibliographical note

Publisher Copyright:
© 2020, Emerald Publishing Limited.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Marketing


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