When children express their preferences regarding sales channels. Issue 11 (25th November 2014)

• Record Type: Journal Article
• Authors: de Faultrier, Brigitte; Boulay, Jacques; de Faultrier, Brigitte; Feenstra, Florence; Muzellec, Laurent
• Is Part Of: International journal of retail & distribution management. Volume 42:Issue 11/12(2014)
• Page Start: 1018
• Page End: 1031
• Publication Date: 2014-11-25
• Subjects: Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-05-2014-0055
• Languages: English
• ISSNs: 0959-0552

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; and the links they make between a brand's physical store and an online store. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – Traditional sales outlets are more popular with six to 12 year olds than online shopping. Physical stores offer variety and instant gratification. Products can be tried out and tested on-site, making the offline retail experience a fun activity. Conversely, children express a very negative perception of e-retailing, which they often consider to be dishonest, offering limited choice at higher prices. When shopping online, delivery time can be a deterrent. Last but not least, no cross-channel shopping perceptions were found. </p> </sec> <sec> <title content-type="abstract-heading">Practical implications</title> <p> – Several results from this study can inform marketing practices at retailers' headquarters. Store assortment, product availability and store atmospherics are central to the success of offline shopping among six- to 12-year-old children. Retailers should find ways to transfer this relational approach to their online strategy. In the meantime, they must deliver the same basic promises as in stores: a wide choice and competitive prices, no shortage of products and no late delivery. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – This study adds to the existing body of knowledge on children's consumer behaviour in three ways. First, it provides new insight into how children perceive not the internet <italic>per se</italic> but online shopping. Second, it confirms that stores still play a dominant role in shaping the image of a retail brand, from an early age. Third, it suggests that the cross-channel perspective may not apply to very young consumers.</p> </sec> </abstract>