Retail Mix Differences between Off-line and On-line Stores of the Same Chain
Main Article Content
Abstract
Diversification of store formats and dispersion of boundaries between retail channels - facts arising from the expansion of the scope of Internet - have led many retailers to move from single channel to multichannel operation. With this in view, the present study aims to identify and analyse the differences in retail components - assortment, price, price ranges and services - between physical and virtual stores operating both channels. The research was developed in four phases: (a) definition of retailers and location of stores, selection of departments and product categories; (b) data collection; (c) data analysis and identification of differences; (d) semi-structured interviews with company leaders. A sample of 756 models in six product categories shows that virtual retail is more competitive than physical retail as to assortment (91% higher), prices(13% to 15% lower), more attractive payment terms(3-12 installments without interest) and width of price ranges. If these competitive advantages are kept along with the guarantee of credibility in delivery and possibility of exchange or refund, virtual retail is bound to have a consistent growth perspective proportionally greater than that of physical retail.
Downloads
Download data is not yet available.
Download data is not yet available.
Article Details
How to Cite
Machado, M. D. dos S., & Crispim, S. F. (1). Retail Mix Differences between Off-line and On-line Stores of the Same Chain. Journal of Contemporary Administration, 21(2), 203-226. https://doi.org/10.1590/1982-7849rac2017150295
Section
Articles
This journal remains the copyright holder of articles published. In order to be published, authors must sign the Transfer of Copyrights Document, which is sent to the authors by e-mail, thus granting rights, including on translation, to the Journal of Contemporary Administration. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.