... also determined that, as a result of channel integration, customers were willing to pay 28 percent higher prices for flip-flops and 35 percent more for sunglasses. Retailing Online Omnichannel Channels Touchpoints Multichannel Consumer purchase journey M-marketing Brick-and-Mortar...

...Marco Ieva; Cristina Ziliani Purpose The purpose of this paper is to identify the patterns of customer exposure to touchpoints by segmenting consumers based on the frequency of their exposure, and to understand the relationship of patterns of exposure with customer loyalty intentions (relationship...

... segment and at the LP touchpoint level. Five segments emerge which display different medium preference patterns. LP medium preference is associated with age, gender, affluency and number of different LPs the customer is enrolled in. Practical implications Retailers, e-tailers and brands can benefit...