ABSTRACT Today’s retailers have a strategic imperative to integrate their channels. Some have implemented electronic shelf labels (ESL) to replace paper tags to technologically enable the omnichannel transformation by aligning the presentation of price and product information between online and offline channels. However, consumer reactions to ESL are yet unexplored. They could be positive or negative: on one hand, the fear of frequent price changes, a known phenomenon in e-commerce, could spread to offline channels and reduce consumer purchase intent and overall revenue; on the other hand, ESL could prevent showrooming by signaling price consistency and offering consistent information (e.g., including reviews) between the on- and offline channels. We explore a retailer data set that allows isolating the “mere ESL effect”, as the retailer’s pricing strategy remained unchanged over the introduction of ESL (i.e., no dynamic pricing), but the presentation of the price and product information was integrated through ESL. A difference-in-difference analysis establishes that revenue in product categories in which ESL was introduced grows at the expense of those product categories in which it was not introduced. Visitor numbers are not affected by introducing ESL. This finding supports the adoption of e-commerce capabilities in a brick-and-mortar store as it could help prevent shopper behavior aimed at exploiting channel differences (i.e., showrooming for price or more information).

中文翻译：

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电子货架标签对店铺收入的影响

摘要 当今的零售商具有整合渠道的战略需求。一些已实施电子货架标签 (ESL) 以取代纸质标签，通过在线和离线渠道之间调整价格和产品信息的呈现，在技术上实现全渠道转型。然而，消费者对 ESL 的反应尚未得到探索。它们可能是积极的，也可能是消极的：一方面，对频繁价格变化的恐惧是电子商务中的一个已知现象，可能会蔓延到线下渠道并降低消费者的购买意愿和整体收入；另一方面，ESL 可以通过在线上和线下渠道之间发出一致的价格信号和提供一致的信息（例如，包括评论）来防止陈列室。我们探索了一个零售商数据集，可以隔离“​​单纯的 ESL 效应”，由于零售商的定价策略在引入 ESL 后保持不变（即没有动态定价），但通过 ESL 整合了价格和产品信息的呈现。差异中的差异分析表明，引入 ESL 的产品类别的收入增长以牺牲未引入 ESL 的产品类别为代价。访客人数不受引入 ESL 的影响。这一发现支持在实体店中采用电子商务功能，因为它可以帮助防止旨在利用渠道差异的购物者行为（即，陈列室以获取价格或更多信息）。差异中的差异分析表明，引入 ESL 的产品类别的收入增长以牺牲未引入 ESL 的产品类别为代价。访客人数不受引入 ESL 的影响。这一发现支持在实体店中采用电子商务功能，因为它可以帮助防止旨在利用渠道差异的购物者行为（即，陈列室以获取价格或更多信息）。差异中的差异分析表明，引入 ESL 的产品类别的收入增长以牺牲未引入 ESL 的产品类别为代价。访客人数不受引入 ESL 的影响。这一发现支持在实体店中采用电子商务功能，因为它可以帮助防止旨在利用渠道差异的购物者行为（即，陈列室以获取价格或更多信息）。