Defining a retailer’s channel strategy applied to young consumers

Brigitte de Faultrier · Jacques Boulay · Florence Feenstra · Laurent Muzellec

23 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Supply Chain and Inventory Management Consumer Market Behavior and Pricing

Abstract

Purpose – The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers. Design/methodology/approach – The authors use a qualitative study that adopts the consumer perspective and employed an investiga-tive channel-scan approach based on two scenarios applied to 12 retailers selling childrenswear. The authors studied 139 flows between all the channels and explored the retailers’ child orientation. Findings – The paper revealed that the channel configuration and integration of retailers showed a di-versity of approach leading us to distinguish eight different retail channel strategies. It also appears that there is limited evidence of a specific selling channels designed for children by retailers in selling products aimed at the child market. Research limitations/implications – This study contributes to the retail marking literature by showing evidence of child orienta-tion in channel management. Nevertheless, the results show the need for future research to understand the causes and effects of channel child orientation and the way it contributes to the retail channel strategy. Practical implications – The findings have practical implications for retailers by providing a framework to help them in their decision-making regarding retail channel strategy. It also sheds new light on the con-tribution from young consumers in retail channel strategy. Originality/value – The contribution of this paper is to explore the combined perspective of configuration and integration of the channel-to-market as part of the retail channel strategy. The paper also provides evidence of child orientation in retail channel strategy when retailers selling prod-ucts for children are concerned.

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References

1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 2005A Strategic Framework for Customer Relationship Management 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1996A measure of service quality for retail stores: Scale development and validation 1982How to Design a Service 2009The digital native – myth and reality 2002Exploring the Implications of M-Commerce for Markets and Marketing 1999Organizing and Managing Channels of Distribution

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