Centre for Economic Transformation| CET

Success factors in multi-channel retailing



Creating the right multi-channel strategy is one of the most important challenges for retailers today. More and more 'traditional' retailers develop a web shop as an addition to their physical store space to profit from the growing trend in online sales.

To help retailers with the challenges brought on by the combination of a web shop and a physical ('brick-and-mortar') space, PriceWaterhouseCoopers (PwC) the professorship e-business at CAREM conducted exploratory research. The goal of the research was to inventory how retailers might optimise their multi-channel strategy. The project aimed specifically at describing the strategic and operational challenges multi-channel retailers must confront and the options they have to anticipate. Results were based on interviews as well as an online survey among multi-channel retailers in the Netherlands.


Contact professor Jesse Weltevreden.

Partner: PriceWaterHouseCoopers

Project Info

Start date 01 Apr 2012
End date 01 Jul 2012