Author:

Keywords:

Multi-channel grocery shopping, Sales promotions, Cross-channel promotion effect, Promotion sensitivity

Abstract:

This article examines cross-channel promotion effects in an online-offline multi-channel grocery context, and focuses on cross-channel immediate promotion effects on category purchase decisions, as well as cross-channel delayed effects on consumers’ promotion sensitivity. The results show that (i) category promotions in one channel can have an immediate negative effect on category purchase decisions in the other channel, (ii) they can also have a longer-term negative effect on promotion sensitivity in the other channel, but only to a limited extent, and (iii) these negative cross-channel immediate and delayed effects are more pronounced in segments with more loyal multi-channel customers of the chain.