Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce
Volume: 44, Issue: 2, Pages: 957 - 982
Published: Jun 1, 2020
Abstract
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...
Paper Details
Title
Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce
Published Date
Jun 1, 2020
Volume
44
Issue
2
Pages
957 - 982
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