The value propositions of multi-, cross-, and omni-channel retailing

This study examines how retailers leverage multiple-channel strategies in relation to their customer value propositions (CVPs). More specifically, the purpose of this paper is to identify and analyze how multi-, cross- and omni-channel CVPs differ in terms of how they create value and which types of shopping motivations they aim to satisfy. This conceptual paper presents and synthesizes three theoretical discussions pertaining to consumer shopping motivations, CVPs and multiple-channel retailing strategies into a tentative conceptual framework. Nine case examples are used to illustrate three different channel strategies: multi-channel, cross-channel and omni-channel retailing. Based on the analysis, a tentative framework for understanding retailers’ channel strategies is suggested. Retailers will benefit from a structured and synthesized understanding of the differences between multiple-channel strategies and their links to CVPs. This paper introduces and integrates the concept of CVPs with the literature on multi-channel retailing strategies.