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Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce

2020; MIS Quarterly; Volume: 44; Issue: 2 Linguagem: Inglês

10.25300/misq/2020/15630

2162-9730

Xueming Luo, Yuchi Zhang, Fue Zeng, Zhe Qu,

Digital Platforms and Economics

As the online channel is crucially important, traditional offline retail stores seek to induce their existing consumers to buy online with incentives (i.e., offline-to-online targeting). However, it is debatable whether such targeting is truly effective.