Department Store Cross-Shoppers

Abstract

With todays retail department store competitiveness, it is necessary to examine department store cross-shoppers of three department store types: traditional, national chain, and discount. Regular shoppers of one type as well as two or more department store types are examined. The multi-item constructs consist of behaviors and attitudes of these different department store shoppers. The needs of cross-shoppers are dramatically different from the needs of core department store customers suggesting the folly of looking only to the needs of their store loyal customers for the structuring of store strategy.