Eintrag weiter verarbeiten
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information
Gespeichert in:
| Zeitschriftentitel: | Management Science |
|---|---|
| Personen und Körperschaften: | , |
| In: | Management Science, 60, 2014, 6, S. 1434-1451 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Institute for Operations Research and the Management Sciences (INFORMS)
|
| Schlagwörter: |
| author_facet |
Gallino, Santiago Moreno, Antonio Gallino, Santiago Moreno, Antonio |
|---|---|
| author |
Gallino, Santiago Moreno, Antonio |
| spellingShingle |
Gallino, Santiago Moreno, Antonio Management Science Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information Management Science and Operations Research Strategy and Management |
| author_sort |
gallino, santiago |
| spelling |
Gallino, Santiago Moreno, Antonio 0025-1909 1526-5501 Institute for Operations Research and the Management Sciences (INFORMS) Management Science and Operations Research Strategy and Management http://dx.doi.org/10.1287/mnsc.2014.1951 <jats:p> Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel-shift patterns as an increase in “research online, purchase offline” behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data. </jats:p><jats:p> This paper was accepted by Alok Gupta, special issue on business analytics. </jats:p> Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information Management Science |
| doi_str_mv |
10.1287/mnsc.2014.1951 |
| facet_avail |
Online |
| finc_class_facet |
Wirtschaftswissenschaften |
| format |
ElectronicArticle |
| fullrecord |
blob:ai-49-aHR0cDovL2R4LmRvaS5vcmcvMTAuMTI4Ny9tbnNjLjIwMTQuMTk1MQ |
| id |
ai-49-aHR0cDovL2R4LmRvaS5vcmcvMTAuMTI4Ny9tbnNjLjIwMTQuMTk1MQ |
| institution |
DE-14 DE-Bn3 DE-Brt1 DE-Ch1 DE-D161 DE-D275 DE-Gla1 DE-L229 DE-Pl11 DE-Rs1 DE-Zi4 |
| imprint |
Institute for Operations Research and the Management Sciences (INFORMS), 2014 |
| imprint_str_mv |
Institute for Operations Research and the Management Sciences (INFORMS), 2014 |
| issn |
0025-1909 1526-5501 |
| issn_str_mv |
0025-1909 1526-5501 |
| language |
English |
| mega_collection |
Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef) |
| match_str |
gallino2014integrationofonlineandofflinechannelsinretailtheimpactofsharingreliableinventoryavailabilityinformation |
| publishDateSort |
2014 |
| publisher |
Institute for Operations Research and the Management Sciences (INFORMS) |
| recordtype |
ai |
| record_format |
ai |
| series |
Management Science |
| source_id |
49 |
| title |
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_unstemmed |
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_full |
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_fullStr |
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_full_unstemmed |
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_short |
Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_sort |
integration of online and offline channels in retail: the impact of sharing reliable inventory availability information |
| topic |
Management Science and Operations Research Strategy and Management |
| url |
http://dx.doi.org/10.1287/mnsc.2014.1951 |
| publishDate |
2014 |
| physical |
1434-1451 |
| description |
<jats:p> Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel-shift patterns as an increase in “research online, purchase offline” behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data. </jats:p><jats:p> This paper was accepted by Alok Gupta, special issue on business analytics. </jats:p> |
| container_issue |
6 |
| container_start_page |
1434 |
| container_title |
Management Science |
| container_volume |
60 |
| format_de105 |
Article, E-Article |
| format_de14 |
Article, E-Article |
| format_de15 |
Article, E-Article |
| format_de520 |
Article, E-Article |
| format_de540 |
Article, E-Article |
| format_dech1 |
Article, E-Article |
| format_ded117 |
Article, E-Article |
| format_degla1 |
E-Article |
| format_del152 |
Buch |
| format_del189 |
Article, E-Article |
| format_dezi4 |
Article |
| format_dezwi2 |
Article, E-Article |
| format_finc |
Article, E-Article |
| format_nrw |
Article, E-Article |
| _version_ |
1792347131363721216 |
| geogr_code |
not assigned |
| last_indexed |
2024-03-01T17:50:25.173Z |
| geogr_code_person |
not assigned |
| openURL |
url_ver=Z39.88-2004&ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info%3Asid%2Fvufind.svn.sourceforge.net%3Agenerator&rft.title=Integration+of+Online+and+Offline+Channels+in+Retail%3A+The+Impact+of+Sharing+Reliable+Inventory+Availability+Information&rft.date=2014-06-01&genre=article&issn=1526-5501&volume=60&issue=6&spage=1434&epage=1451&pages=1434-1451&jtitle=Management+Science&atitle=Integration+of+Online+and+Offline+Channels+in+Retail%3A+The+Impact+of+Sharing+Reliable+Inventory+Availability+Information&aulast=Moreno&aufirst=Antonio&rft_id=info%3Adoi%2F10.1287%2Fmnsc.2014.1951&rft.language%5B0%5D=eng |
| SOLR | |
| _version_ | 1792347131363721216 |
| author | Gallino, Santiago, Moreno, Antonio |
| author_facet | Gallino, Santiago, Moreno, Antonio, Gallino, Santiago, Moreno, Antonio |
| author_sort | gallino, santiago |
| container_issue | 6 |
| container_start_page | 1434 |
| container_title | Management Science |
| container_volume | 60 |
| description | <jats:p> Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel-shift patterns as an increase in “research online, purchase offline” behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data. </jats:p><jats:p> This paper was accepted by Alok Gupta, special issue on business analytics. </jats:p> |
| doi_str_mv | 10.1287/mnsc.2014.1951 |
| facet_avail | Online |
| finc_class_facet | Wirtschaftswissenschaften |
| format | ElectronicArticle |
| format_de105 | Article, E-Article |
| format_de14 | Article, E-Article |
| format_de15 | Article, E-Article |
| format_de520 | Article, E-Article |
| format_de540 | Article, E-Article |
| format_dech1 | Article, E-Article |
| format_ded117 | Article, E-Article |
| format_degla1 | E-Article |
| format_del152 | Buch |
| format_del189 | Article, E-Article |
| format_dezi4 | Article |
| format_dezwi2 | Article, E-Article |
| format_finc | Article, E-Article |
| format_nrw | Article, E-Article |
| geogr_code | not assigned |
| geogr_code_person | not assigned |
| id | ai-49-aHR0cDovL2R4LmRvaS5vcmcvMTAuMTI4Ny9tbnNjLjIwMTQuMTk1MQ |
| imprint | Institute for Operations Research and the Management Sciences (INFORMS), 2014 |
| imprint_str_mv | Institute for Operations Research and the Management Sciences (INFORMS), 2014 |
| institution | DE-14, DE-Bn3, DE-Brt1, DE-Ch1, DE-D161, DE-D275, DE-Gla1, DE-L229, DE-Pl11, DE-Rs1, DE-Zi4 |
| issn | 0025-1909, 1526-5501 |
| issn_str_mv | 0025-1909, 1526-5501 |
| language | English |
| last_indexed | 2024-03-01T17:50:25.173Z |
| match_str | gallino2014integrationofonlineandofflinechannelsinretailtheimpactofsharingreliableinventoryavailabilityinformation |
| mega_collection | Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef) |
| physical | 1434-1451 |
| publishDate | 2014 |
| publishDateSort | 2014 |
| publisher | Institute for Operations Research and the Management Sciences (INFORMS) |
| record_format | ai |
| recordtype | ai |
| series | Management Science |
| source_id | 49 |
| spelling | Gallino, Santiago Moreno, Antonio 0025-1909 1526-5501 Institute for Operations Research and the Management Sciences (INFORMS) Management Science and Operations Research Strategy and Management http://dx.doi.org/10.1287/mnsc.2014.1951 <jats:p> Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel-shift patterns as an increase in “research online, purchase offline” behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data. </jats:p><jats:p> This paper was accepted by Alok Gupta, special issue on business analytics. </jats:p> Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information Management Science |
| spellingShingle | Gallino, Santiago, Moreno, Antonio, Management Science, Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information, Management Science and Operations Research, Strategy and Management |
| title | Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_full | Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_fullStr | Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_full_unstemmed | Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_short | Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| title_sort | integration of online and offline channels in retail: the impact of sharing reliable inventory availability information |
| title_unstemmed | Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information |
| topic | Management Science and Operations Research, Strategy and Management |
| url | http://dx.doi.org/10.1287/mnsc.2014.1951 |