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Now what? :
Now what? : Evaluating the sales effects of introducing an online store
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- Hernant, Mikael (author)
- Högskolan i Skövde,Institutionen för handel och företagande,Forskningsspecialiseringen Framtidens Företagande,Center for Retailing, Stockholm School of Economics, Stockholm, Sweden,Detaljhandel och internationellt företagande (RIB), Retailing and International Business,University of Skövde (SE)
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- Rosengren, Sara (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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(creator_code:org_t)
- Elsevier, 2017
- 2017
- English.
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In: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989 .- 1873-1384. ; 39, s. 305-313
- Related links:
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https://urn.kb.se/re...
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Abstract
Subject headings
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- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Online retailing
- Physical retailing
- Cannibalization
- Customer acquisition
- Retailing and International Business
- Detaljhandel och internationellt företagande (RIB)
Publication and Content Type
- ref (subject category)
- art (subject category)
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