Mapping and characterising channel-based customer segments along the customer journey: a systematic literature review

The proliferation of retail channels is driving a shift towards omnichannel and, in turn, reshaping customer behaviour, thereby presenting unique opportunities and challenges for data-driven marketing strategies. Given these developments, this systematic literature review provides a novel overview of channel-based customer segmentation research by categorising 62 articles into a three-dimensional classification framework and conducting a multi-layered analytical approach across the primary findings. The empirical findings confirm ten recurring, analytically established segments with distinct channel patterns, which merge into four main groups called “Traditionalists”, “Research Shoppers”, “Multi-/Omnichannel Shoppers”, and “Indifferent Shoppers”. This approach provides a comprehensive perspective, helping practitioners and researchers to better understand customers’ complex channel behaviours within today’s dynamic omnichannel landscape. The article further emphasises the significance of product categories on the prevalence of specific segments, and explicitly examines key demographic, psychographic, and behavioural variables which are essential when analysing customer behaviour and channel choice-based segmentation in particular. These insights highlight the need for data-driven, analytical decision-making when designing segment-specific marketing strategies and communication tactics. Lastly, this review identifies the limits of the current research body and offers clear directions for future research avenues.