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 offline purchases by 3,311 households in 59 categories of four multichannel retail chains. The results indicate that the effectiveness of online and multichannel marketing mix instruments for stimulating expansion is moderated by category characteristics, such that a selective approach to making decisions about the online price, online assortment breadth, online/offline assortment integration, and online national brand proliferation, tuned to account for category differences, can increase category-level SoW for the online-visited chain.

当消费者开始通过杂货连锁店的在线渠道购买时，某些杂货产品类别在刺激消费者增加钱包份额 (SoW) 方面可能比其他类别更成功。本研究探讨了在线和多渠道营销组合工具决定类别级 SoW 扩展程度的情况。为此，作者使用了英国家庭扫描仪面板数据，涵盖了四个多渠道零售连锁店的 59 个类别的 3,311 个家庭的在线和离线购买。结果表明，在线和多渠道营销组合工具刺激扩张的有效性受到品类特征的调节，例如对在线价格、在线分类广度、在线/离线分类整合、