Recent industry studies suggest that customers routinely
use multiple channels of the same retailer to make their
purchases. However, most studies about the drivers of
customer profitability only focus on customer behavior
in a single channel. This research investigates customer
channel migration and the outcome of channel migration
on the drivers of customer profitability. We find that
all single−channel buyers and all multi−channel buyers
are not alike. In addition, we discuss how forecasts of
customer migration patterns can impact channel equity,
channel expansion decisions, and promotion and product
strategies. pdf
