Recently, Michiel van Crombrugge, Assistant Professor at Erasmus School of Economics, published his research on the multichannel impact of brand stores by digital-native FMCG brands. He conducted this paper in close collaboration with researchers from other universities and investing company FoodLabs.
Multichannel retailing, the process of using multiple channels for selling similar products across different platforms, is critical for brands, even digital-native ones. Some brand stores start partnerships with independent retailers. These stores boost brand awareness, potentially increasing sales both online and in independent supermarkets. They can also stimulate distributor interest and encourage supermarkets to stock more of the brand's products, the researchers say.
Van Crombrugge and his fellow researchers continue their paper by arguing that brand stores attract consumers seeking an elevated experience, drawing them away from online purchases. Supermarkets mainly focus on price-conscious shoppers, so brand stores help digital-native brands stand out, increasing supermarket sales.
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You can read the full article from American Marketing Association, 10 October 2023, here.