Effectiveness of Integrated Offline-and-Online Promotions in Omnichannel Targeting: A Randomized Field Experiment옴미채널상황에서의 온라인/오프라인 혼합 프로모션의 효과: 무작위 필드실험으로

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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.
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Issue Date
2021-04
Language
English
Article Type
Article
Citation

JOURNAL OF MANAGEMENT INFORMATION SYSTEMS, v.38, no.2, pp.484 - 516

ISSN
0742-1222
DOI
10.1080/07421222.2021.1912935
URI
http://hdl.handle.net/10203/287429
Appears in Collection
MT-Journal Papers(저널논문)
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