Abstract

In the evolving retail landscape, companies embrace multichannel retailing to address consumer needs. Central to this discussion is the initial purchasing channel’s impact on multichannel engagements, which is complexified by the influential role of marketing communication methods (i.e., mail and email) and store proximity. This study focuses on a multinational consumer packaged goods company operating online and physical stores in Quebec, Canada. It explores two research questions: (1) how does a consumer's initial offline engagement impact total purchases in different channels? (2) how do communication methods and store proximity impact the relationship between the initial offline engagement and total purchases in different channels? The study focuses on the total quantity of products purchased for a specific category in online and offline channels. First, the findings suggest how consumers who first engage offline tend to make 92.88% fewer online purchases and 948.56% more offline purchases than consumers who first engage online. Second, for consumers who first engage offline, being on the direct mailing list may mitigate the decline in online purchases while potentially mitigating the increase in offline purchases. Third, for consumers who first engage offline, being on the email list may mitigate the decline in online purchases while potentially mitigating the increase in offline purchases. Fourth, for consumers who first engage offline, store proximity may amplify the decline in online purchases while potentially amplifying the increase in offline purchases. This study contributes to the existing knowledge of multichannel purchasing behavior, offering insights for retailers navigating the world of multichannel retailing.