Going Online for Groceries: Drivers of Category-Level Share of Wallet Expansion
Abstract
Some grocery product categories may be more successful than others in terms of stimulating consumers to increase their share of wallet (SoW) when they start buying through the online channel of a grocery chain. This study explores the circumstances in which online and multichannel marketing mix instruments determine the extent of category-level SoW expansion. To do so, the authors use U.K. household scanner panel data, covering online and...
Paper Details
Title
Going Online for Groceries: Drivers of Category-Level Share of Wallet Expansion
Published Date
Jun 1, 2021
Journal
Volume
97
Issue
2
Pages
154 - 172
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