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dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorNeslin, S. A
dc.date.accessioned2015-10-27T09:18:56Z
dc.date.available2015-10-27T09:18:56Z
dc.date.issued2015-06
dc.identifier.issn0022-4359
dc.identifier.urihttp://hdl.handle.net/10679/980
dc.identifier.urihttp://www.sciencedirect.com/science/article/pii/S0022435915000160
dc.description.abstractA crucial decision firms face today is which channels they should make available to customers for transactions. We assess the revenue impact of adding bricks-and-mortar stores to a firm's already existing repertoire of catalog and Internet channels. We decompose the revenue impact into customer acquisition, frequency of orders, returns, and exchanges, and size of orders, returns, and exchanges. We use a multivariate baseline method to assess the impact of adding the physical store channel on these revenue components. As hypothesized, store introduction cannibalizes catalog sales and has much less impact on Internet sales. Also as hypothesized, returns and exchanges increase. Interestingly, transaction sizes of purchases, returns, and exchanges do not change. The “availability effect” produces a net increase in purchase frequency across channels. This more than compensates for increased returns, producing a net increase in revenues of 20% by adding the store channel. Our findings yield a deeper understanding of the revenue relation between channels, and of the dynamic cross-channel effects of marketing actions.en_US
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.ispartofJournal of Retailing
dc.rightsopenAccess
dc.titleBuilding with bricks and mortar: the revenue impact of opening physical stores in a multichannel environmenten_US
dc.typeArticleen_US
dc.description.versionpre-print
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume91
dc.identifier.issue2
dc.identifier.startpage182
dc.identifier.endpage197
dc.identifier.wosWOS:000356210000003
dc.identifier.doi10.1016/j.jretai.2015.02.001
dc.subject.keywordsMultichannel customer managementen_US
dc.subject.keywordsCustomer relationship management (CRM)en_US
dc.subject.keywordsVector autoregression modelsen_US
dc.subject.keywordsStores; Interneten_US
dc.subject.keywordsReturnsen_US
dc.identifier.scopusSCOPUS:2-s2.0-84929292345
dc.contributor.authorMale1
dc.relation.publicationcategoryArticle - International Refereed Journal - Institutional Academic Staff


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