Click and Collect (C&C): : measuring the effects of an online multi-channel sales strategy
(2017)
Presentation / Conference
Prabhakar, G., & Nisar, T. (2017, May). Click and Collect (C&C): : measuring the effects of an online multi-channel sales strategy. Paper presented at The EMAC (European Marketing Academy) 46th Annual Conference, Groningen, Netherlands
Click and collect (C&C) has become a staple of a successful multi-channel retail strategy in recent years. Consequently, this paper aims to explore and assess the impacts of C&C within a large chain store retailer. We compare how firms have had to ad... Read More about Click and Collect (C&C): : measuring the effects of an online multi-channel sales strategy.