DECA Retail Merchandising Practice Exam

When customers move between different shopping channels, what is their purchasing behavior called?

1. Multi-channel shopping

2. Cross shopping

3. Omni-channel shopping

4. Channel migration

The correct answer is: Channel migration

The term that describes customers moving between different shopping channels is channel migration. This behavior refers to the phenomenon where consumers switch from one shopping channel to another, such as moving from online purchasing to in-store shopping or vice versa. Understanding channel migration helps retailers adapt their marketing strategies and inventory management to better serve customers who may not stick to a single channel. Multi-channel shopping refers to the practice of using multiple shopping channels simultaneously but doesn't specifically indicate the movement from one channel to another. Cross shopping typically describes customers who shop for different types of products across various brands rather than focusing solely on the channels used. Omni-channel shopping represents a more integrated approach to retail where customers enjoy a seamless experience across all channels, but it does not inherently include the aspect of movement between those channels.