Multi-Channel Strategies: Capturing and Exploring Diversity in the European Retail Grocery Industry

Claas Müller-Lankenau, Kai Wehmeyer, and Stefan Klein
International Journal of Electronic Commerce,
Volume 10, Number 2, Winter 2005-06, pp. 85.

Abstract: This paper addresses the multi-channel strategies deployed in the European retail grocery industry. It classifies the strategies based on an analysis of the on-line activities of 25 European retail grocers and further investigates the diversity captured in the classification in terms of two factors that are assumed to influence multi-channel strategy choices: the individual retailer’s general marketing strategy and national market structures.

Key Words and Phrases
: Electronic commerce, e-tail, grocery retailing, multi-channel strategy, on-line retailing.