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Now what?: Evaluating the sales effects of introducing an online store
University of Skövde, School of Business. University of Skövde, Enterprises for the Future. Center for Retailing, Stockholm School of Economics, Stockholm, Sweden. (Detaljhandel och internationellt företagande (RIB), Retailing and International Business)
Center for Retailing, Stockholm School of Economics, Stockholm, Sweden.
2017 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 39, p. 305-313Article in journal (Refereed) Published
Abstract [en]

This study creates a framework for evaluating the sales impact of adding an online channel to an existing network of physical stores. Using a unique database consisting of pooled customer data from a Swedish retailer's online and offline stores, it investigates the purchase behavior of customers before and after the introduction of an online channel. The data overcome a crucial obstacle present in previous studies in that they permit matching of individual-level customer data for both online and offline behavior. The results show significant and substantial effects of online channel introduction on customer acquisition as well as on cannibalization of physical stores.

Place, publisher, year, edition, pages
Elsevier, 2017. Vol. 39, p. 305-313
Keywords [en]
Online retailing, Physical retailing, Cannibalization, Customer acquisition
National Category
Business Administration
Research subject
Retailing and International Business
Identifiers
URN: urn:nbn:se:his:diva-14602DOI: 10.1016/j.jretconser.2017.08.010ISI: 000416654300033Scopus ID: 2-s2.0-85027993327OAI: oai:DiVA.org:his-14602DiVA, id: diva2:1168618
Available from: 2017-12-21 Created: 2017-12-21 Last updated: 2018-02-20Bibliographically approved

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Hernant, Mikael

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Citation style
  • apa
  • harvard1
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  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf