Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information
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DOI：
10.1287/mnsc.2014.1951
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发表时间：
2014-06-01
影响因子：
5.4
通讯作者：
Moreno, Antonio
中科院分区：
文献类型：
--
作者：
Gallino, Santiago;Moreno, Antonio
使用专有的数据集，我们分析了实施“网上购买，在店内提货”（BOPS）项目的影响。该项目的实施与在线销售的减少和商店销售和流量的增加有关。这些结果可以用两个同时发生的现象来解释：（1）使用BOPS功能并在商店购买额外产品的客户的额外商店销售（交叉销售效应）和（2）一些客户从在线转移到实体渠道以及非客户转化为商店客户（渠道转移效应）。我们将这些渠道转移模式解释为BOPS实施所带来的“在线研究，离线购买”行为的增加，并且我们通过实体和在线渠道的购物车放弃率和转换率的变化来验证这一解释。我们解释这些结果，根据最近的运营管理文献，分析共享库存可用性信息的影响。我们的分析说明了使用单通道数据得出复杂干预措施结论的局限性。
Using a proprietary data set, we analyze the impact of the implementation of a "buy-online, pick-up-in-store" (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel-shift patterns as an increase in "research online, purchase offline" behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.