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Going Online for Groceries: Drivers of Category-Level Share of Wallet Expansion

Some grocery product categories may be more successful than others in terms of stimulating consumers to increase their share of wallet (SoW) when they start buying through the online channel of a grocery chain. This study explores the circumstances in which online and multichannel marketing mix inst...

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Detalles Bibliográficos
Autores principales: Campo, Katia, Lamey, Lien, Breugelmans, Els, Melis, Kristina
Formato: Online Artículo Texto
Lenguaje:English
Publicado: New York University. Published by Elsevier Inc. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7357978/
http://dx.doi.org/10.1016/j.jretai.2020.05.003