Retailers are increasingly offering customers a seamless shopping experience through all available shopping channels. However, when should an online retailer open an offline showroom or a physical store to implement an omni-channel strategy? In this study, we establish profit models in four scenarios and obtain the conditions under which an online retailer can be profitable in different channels. The results show that, after opening a showroom or store, demand in the online channel decreases and total demand increases. Furthermore, the choice of opening a showroom or a physical store depends on the online return rate and the unit inventory holding costs of the online and offline channels. In addition, if the perceived experience service is not too high, the total profit after opening a showroom or store increases with the experience service and the shopping cost of the online channel. Furthermore, the growth rate with a showroom is higher than that with a store.

零售商越来越多地通过所有可用的购物渠道为客户提供无缝的购物体验。但是，在线零售商应何时开设线下陈列室或实体店以实施全渠道策略？在本研究中，我们在四种情况下建立利润模型，并获得在线零售商可以在不同渠道获利的条件。结果表明，开设展厅或商店后，在线渠道中的需求减少，总需求增加。此外，开设陈列室或实体店的选择取决于在线退货率以及在线和离线渠道的单位库存持有成本。另外，如果感知体验服务不太高，开设展示厅或商店后的总利润随体验服务和在线渠道的购物成本而增加。此外，陈列室的增长率高于商店的增长率。