Omni-channel Luxury Retailing: exploring luxury consumers channel practices

Content Provider	Semantic Scholar
Abstract	Faced with the growingly complexity of channel crossing in current retail environments and consumer behavior, the luxury industry, known for its special marketing guidelines, has been trying to reconcile with its previous online friction, allocating more and more resources to digital programs. However, while academic research on cross channel practices is rather abundant, scholarly knowledge intersecting omni-channel integration and luxury shopping experience is particularly scarce, revealing a gap that this study attempts to address. Thus, stemming from the concept of ​omnichannel intensity introduced by Lazaris et al. (2014), this study pursues further knowledge about luxury consumers’ relationships with digital channels by surveying eligible individuals worldwide on the basis of their omni-channel practices’ frequency, comparing such results with those of “non-luxury”​ ​consumers. After four hypotheses are laid out, results offer support for existing propositions about a positive relationship between omni-channel practices and purchase intensity, online purchase after physical research and physical purchase after online research from luxury consumers. As for internet usage frequency, it was concluded that, while some environments reveal no significant difference, luxury omni-shoppers tend to resort to internet usage most frequently while at the same time, luxury consumers seem to be more prone to being more engaged in digital channels. Though these findings might help luxury brand marketing managers allocate strategies in a more efficient manner, omni-channel practices are still a growing topic which congregates a multitude of different components not just within a company but also from a consumer’s point of view, which might warrant for​ ​the​ ​former​ ​to​ ​be​ ​investigated​ ​individually​ ​further​ ​on.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://repositorio-aberto.up.pt/bitstream/10216/108878/2/231162.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article