Omni Channel Fashion Shopping

Abstract

This chapter gives insight into consumers' online and offline fashion shopping behavior, consumers' omni-channel usage during the shopping process, and consumer fashion shopper segments. Based on a literature review, omni-channel shopping behavior during the shopping process was operationalized. Subsequently, an online survey was developed to collect information of 2124 consumers living in the catchment areas of five regional Dutch shopping centers in 2013. Results of the analyses confirm previous findings and contribute additional evidence that suggests relations between consumers' omni-channel shopping behavior during the shopping process and socio-demographics and psychographics. Furthermore, results show that channel usage in the previous phase of the shopping process has a major influence on the channel usage in the following phases of the shopping process. By using the TwoStep clustering technique, six fashion shopper segments are found and described, with one of them a clear omni-channel shopper segment. The results provide information for retailers to know the type of consumers they reach through various channels to offer the right information, on the right channel, during the various phases of the shopping process.

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