A consumer behavior typology based on temporal and spatial characteristics in an omnichannel retail environment.

Research output: Unpublished contribution to conferenceUnpublished abstract


Nowadays, two ongoing evolutions are simultaneously influencing the behavior of consumers and the decisions of retailers in the region of the Belgian capital Brussels. Firstly, e-commerce and omnichannel retail are becoming more successful. Secondly, three huge new shopping malls are being constructed in the Brussels Periphery. Given these two evolutions, how and to what extent will the behavior of Brussels’ consumers change, with respect to time in terms of shopping frequency, and with respect to space in terms of channel choice and – if any – shopping destination? First, we present a conceptualization of the ‘omnichannel environment’ and a typology of consumer behavior in this environment based on a systematic literature review. This typology categorizes consumer behavior types according to the spatial characteristics of shopping, i.e. in store, at home or anywhere else, and temporal characteristics, i.e. the frequency of purchases. Next, this typology of consumer behavior is used for the development of a discrete choice survey to elicit the preferences of the Brussels’ consumers. The survey results are then used to analyze the impact of the evolutions of omnichannel retail and the changing Brussels retail landscape.
Original languageEnglish
Publication statusUnpublished - 2017
EventINFORMS 2017 Marketing Science Conference -
Duration: 7 Jun 201710 Jun 2017


ConferenceINFORMS 2017 Marketing Science Conference

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