Ulf Johansson

Currently, consumer decision-making is influenced by the spread of technology that has made multi-channel retailing possible. Multi-channel retailing can be defined as a retailer using a combination of separate and independent channels without any overlap for promoting and selling products and services. This study contributes to three research streams: consumer decision-making, multi-channel retailing and slow-moving consumer goods (SMCG). A theoretical framework is developed to examine the decision-making processes of two groups of consumers, Millennials and Mothers. As the aim of the study was to gain insight into consumer decision-making in the context of multi-channels it was designed to be exploratory and used an abductive approach. The empirical material was mainly collected via interviews in store and consumers’ homes. The interview data are complemented by in-store observations. Our findings show that multi-channels influence consumers’ decision-making and that there are differences between Millennials and Mothers. Different devices and channels are used at different stages of the decision-making process and we claim that they complement, rather than conflict with each other. Retailers need to understand that customers expect omni-channelling, which has a positive impact on brand and sales. We argue that retailers who want to remain competitive will need to move toward omni-channelling.