Do Marketing Campaigns Produce Multichannel Buying and More Profitable Customers? A Field Experiment
Do Marketing Campaigns Produce Multichannel Buying and More Profitable Customers? A Field Experiment
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营销活动是否会产生多渠道购买和利润更高的客户？
DOI：
10.2139/ssrn.2141824
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发表时间：
2013
期刊：
影响因子：
--
通讯作者：
Sara Valentini
中科院分区：
文献类型：
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作者：
E. Montaguti;S. Neslin;Sara Valentini
多渠道客户管理文献中最耐人寻味和与管理相关的发现之一是多渠道购买与客户盈利之间的正相关关系。问题是，这是否是一种可操作的因果关系。我们设计并实现了一个随机化的现场实验来研究这个问题。现场试验测试了四个不同的营销活动，这些活动在沟通信息和提供财政激励方面存在差异。我们发现，多渠道/盈利关系确实是可行的。设计得当的营销活动增加了多渠道客户的数量，提高了客户的平均盈利能力。该运动的信息强调了多渠道购物的好处，但并不依赖于经济激励。此外，我们估计的切换回归表明，在考虑了自我选择偏差后，多渠道客户比单渠道客户更有利可图。这些结果很重要，因为它们为多渠道购物如何带来更高的利润提供了见解。
One of the most intriguing and managerially relevant findings in the multichannel customer management literature is the positive association between multichannel purchasing and customer profitability. The question is whether this is an actionable, causal relationship. We design and implement a randomized field experiment to investigate this issue. The field experiment tests four marketing campaigns that vary in the communications message and the provision of financial incentives. We find that the multichannel/profitability relationship indeed is actionable. A properly designed marketing campaign increases the number of multichannel customers and increases average customer profitability. That campaign’s message emphasizes the benefits of multichannel shopping but does not rely on financial incentives. Moreover, we estimate a switching regression to show that, after accounting for self-selection bias, multichannel customers are more profitable than they would be if they were single channel. These results are important because they provide insights on how multichannel shopping leads to higher profit.