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Table of contents
1. Mapping customer journeys in multichannel decision-making.....................................................................

Bibliography...................................................................................................................................................... 3

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Document 1 of 1

Mapping customer journeys in multichannel decision-making

Author: Wolny, Julia; Charoensuksai, Nipawan
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Abstract: This study is focused on multi-channel shopping, which refers to the integration of various channels in
the consumer decision-making process. The term was coined in the early 2000s to signify the integration of
offline and online shopping channels. It has since evolved to encompass the proliferating number of channels
and media used to formulate, evaluate and execute buying decisions. With the explosion of mobile technologies
and social media, multi-channel shopping has indeed become a journey in which customers choose the route
they take and which, arguably, needs to be mapped to be understood. Existing consumer decision-making
models were developed in pre-internet days and have remained for the most part unquestioned in the digital
marketing discourse. Darley, Blankson and Luethge concluded that there is a 'paucity of research on the impact
of online environments on decision making', which has also been observed in the multi-channel context. Our
study adopts an inductive approach allowing for realistic patterns to emerge of how consumers use and react to
different media and channels in their shopping journeys for cosmetics. It therefore provides a threefold
contribution: (1) it systematizes what are widely used yet largely misunderstood practices (ZMOT, webrooming
and showrooming); (2) it defines the key multi-channel influences across different stages of decision making;
and (3) it segments actual customer journeys into three distinct patterns that brands can use to optimize their
multi-channel strategies. [PUBLICATION ABSTRACT]
Publication title: Journal of Direct, Data and Digital Marketing Practice
Volume: 15
Issue: 4
Pages: 317-326
Number of pages: 10
Publication year: 2014
Publication date: Apr/Jun 2014
Publisher: Palgrave Macmillan
Place of publication: Basingstoke
Country of publication: United Kingdom
Publication subject: Business And Economics--Marketing And Purchasing
ISSN: 17460166
Source type: Trade Journals
Language of publication: English
Document type: News
DOI: http://dx.doi.org/10.1057/dddmp.2014.24
ProQuest document ID: 1537121195
Document URL: http://search.proquest.com/docview/1537121195?accountid=38885

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Copyright: Palgrave Macmillan, a division of Macmillan Publishers Ltd 2014

Last updated: 2014-06-19
Database: ProQuest Central

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Bibliography
Citation style: APA 6th - American Psychological Association, 6th Edition
Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of
Direct, Data and Digital Marketing Practice, 15(4), 317-326. doi:http://dx.doi.org/10.1057/dddmp.2014.24

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