The research was successful in analysing variances in multi-channel behaviour amongst the baby boomer, Generation X, xennial and millennial cohorts, while updating the body of literature to consider generational channel usage of mobile and social media in multi-channel retailing. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel. There were significant differences found between the generations in terms of multi-channel behaviour regarding purchasing frequency and average purchase amounts via a) mobile phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. The aim of this research is to advance the understanding of multi-channel behaviour in terms of different generational cohorts' usage and spending patterns.īuilding on previous studies on multi-channel behaviour, differences in shopping channel usage and purchase amounts were investigated between baby boomers, Gen X, xennials and millennials. It also provides interesting findings on the relationship of different combinations of touchpoints with customer loyalty.
The study offers actionable implications for brands and retailers on how to manage touchpoints for implementing omnichannel strategies.Īs far as the authors know, this study is the first to identify exposure to multiple touchpoints and understand the role of demographics as far as touchpoint exposure is concerned. The identified patterns of exposure explain relationship commitment, self-disclosure and positive word-of-mouth: clusters displaying higher exposure to touchpoints display higher loyalty intentions than clusters displaying lower exposure. Sex, age, shopping role and geographic area of residence are related to segment membership. The main differences across segments relate to the intensity of frequency of exposure and the types of touchpoints customers have been exposed to. Afterwards, loyalty intentions variables were regressed on the resulting customer segments.īased on the touchpoint exposure, six customer segments emerge. Customers were segmented based on their frequency of recalled exposure to multiple touchpoints, by means of a latent class cluster analysis, while considering the role of demographic characteristics.
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 commitment, self-disclosure and positive word-of-mouth) and demographic characteristics.Īn online survey of almost 4,000 customers was employed in a supermarket retail setting.