Proceedings of The 7th International Conference on Advanced Research in Business, Management and Economics
Channel Selection in A Multichannel Environment: A Novel Strategy for Customer Segmentation
In today’s omnichannel environment, consumers are faced with a never-ending stream of new choices, including whether to shop offline or online and which store to patronize in either scenario. Therefore, it is essential to gain an understanding of the channel selection behavior of customers in order to achieve longterm business success. The objective of this study is to adopt a novel strategy for customer segmentation by not only differentiating between online and offline channels during the segmentation procedure but also by considering various types of firms.
keywords: customer segmentation, retailing, multichannel