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Effectiveness of Integrated Offline-and-Online Promotions in Omnichannel Targeting: A Randomized Field Experiment
Journal of Management Information Systems ( IF 7.7 ) Pub Date : 2021-08-06 , DOI: 10.1080/07421222.2021.1912935
Seung Yoon Lee 1 , Yoonseock Son 2 , Wonseok Oh 3
Affiliation  

ABSTRACT

Leveraging omnichannel has become a new norm of strategic marketing in the retail industry, with many vendors foregrounding the value of customers who wish to maximize their shopping experiences across all channels. Notwithstanding such heightened attention, little is known about the effectiveness of omnichannel targeting and promotional strategies. Whereas previous studies assessed the economic worth of channel promotions independently of each other, our study delved into the effects of integrated omnichannel campaigns. Using a randomized field experiment design, we provide empirical evidence of an offline direct experience effect and revealed short-term channel substitution (spillover) effects among customers who only use the online-channel (offline-channel). We further examined omnichannel conversion behaviors after exposure to online promotion and developed different coupon schemes based on responses to the previously offered offline initiative. Finally, we detected significant patterns of post-treatment omnichannel migration and confirmed the effectiveness of integrated omnichannel promotions in fostering a shift to omnichannel shopping.



中文翻译:

综合线上线下推广在全渠道定位中的有效性:随机现场实验

摘要

利用全渠道已成为零售业战略营销的新规范,许多供应商将客户的价值放在首位,希望在所有渠道中最大限度地提高他们的购物体验。尽管受到如此高度的关注,但对全渠道定位和促销策略的有效性知之甚少。之前的研究是相互独立地评估渠道促销的经济价值,而我们的研究则深入研究了综合全渠道活动的影响。使用随机现场实验设计,我们提供了离线直接体验效应的经验证据,并揭示了仅使用在线渠道(离线渠道)的客户之间的短期渠道替代(溢出)效应。我们进一步研究了接触在线促销后的全渠道转换行为,并根据对先前提供的线下计划的反应开发了不同的优惠券计划。最后,我们发现了治疗后全渠道迁移的重要模式,并确认了综合全渠道促销在促进向全渠道购物转变方面的有效性。

更新日期:2021-08-07
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