Abstract

Multi-channel retailing appears to hold potential benefits for retailers of all kind, but the awareness and access to available retail channels have not been obvious to all. This paper investigated the potential of multiple channel use among different retailers in Cape Town, in reaching potential customers and doing business with existing customers.  In this regard, we presented and deployed a 12-channel typology in an examination of a range of large and small retailers. The retailers were purposively selected to ensure variety in sizes, types, target market, information intensity and competitive standing. Interviews were conducted with managers of the selected companies, and the results, analysed by content. The study found that, most of the retailers studied rely on the traditional store for sales. However, different channels are found to play different roles at different stages in the fulfilment of sales transactions.