Omnichannel Shopper Segmentation in the Fashion Industry. Issue 5 (29th July 2019)

• Record Type: Journal Article
• Authors: Mosquera, Ana; Juaneda Ayensa, Emma; Pascual, Cristina Olarte; Murillo, Yolanda Sierra
• Is Part Of: Journal of promotion management. Volume 25:Issue 5(2019)
• Page Start: 681
• Page End: 699
• Publication Date: 2019-07-29
• Subjects: Omnichannel -- segmentation -- omnishopper -- fashion -- shopping behavior; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2019.1585599
• Languages: English
• ISSNs: 1049-6491

Abstract

Abstract: The purpose of this paper is twofold: first, to identify groups of omnishoppers based on their main motivations (usefulness, enjoyment, and social influence); and, second, to characterize the omnishopper clusters. To this end, we surveyed a sample of 628 customers of an omnichannel clothing store and analyzed the data using cluster analysis. The results reveal three different segments: reluctant omnishoppers, omnichannel enthusiasts, and indifferent omnishoppers; and significant differences in gender, age, income level, and omnichannel behavior among these segments. In contrast, we found no differences in the use of channels and devices. These results have theoretical and managerial implications.