Single versus multiple channel strategies: typologies and drivers

Companies across every industry are increasingly relying on multiple channels to make their services available to consumers. Despite the popularity of multiple channel strategies, little is known about these distribution structures. In fact, the determinants of multiple channel strategies have remained virtually unexplored. The purpose of this article is to look at various approaches to classifying single versus multiple channel strategies, to look at some of the drivers of multichannel usage and to propose a new classification of single/multiple channels. Using data from the retail financial services sector, the article demonstrates that research into the drivers of multi-channels is sensitive to the classification used.