Purpose – The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers. Design/methodology/approach – The authors use a qualitative study that adopts the consumer perspective and employed an investiga-tive channel-scan approach based on...

Purpose – The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections...