On Bricks and Clicks Consumer Search Strategy as a Basis for Multi-Channel Management

Many companies tailor their communication and interaction with consumers by segmenting consumers into channel usage groups. This study argues that simply focusing on channels has limited effectiveness. As more and more consumers nowadays use multiple channels, the ’online’ channel contains many different forms, and channels are increasingly blended, the common distinction between ’online’ and ’offline’ is becoming irrelevant. We have identified several strategies that reveal how consumers find their way through a multi-channel landscape during the various phases of a purchase. By explaining channel usage through these so-called search strategies, we propose a clear and robust model that will support companies in developing an effective multi-channel strategy.