From a multi- to a cross-channel shopping experience in grocery retail environment

International audienceSince the introduction of Internet, multichannel consumer behaviors have spread in numerous retail areas, lately including the grocery retail environment. It is obvious that consumer's behavior in one channel is influencing its behavior in the alternative channel. In this context, this conceptual article seeks to enrich the vision of consumer behavior in a multichannel grocery retail environment. It suggests that retailers should move from a multichannel shopping experience focus, where experiences in alternative channels are considered separately, to a cross-channel shopping experience focus, where we can take into account these interactions. The authors then discuss the implications of this new definition of cross-channel shopping experience for grocery consumers and retailers