Adding bricks to clicks
Subtitle: predicting the patterns of cross-channel elasticities over time
By: Jill Avery, Thomas J. Steenburgh, John Deighton, Mary Caravella
Contributors: Steenburgh, Thomas; Deighton, John; Caravella, Mary; Harvard Business School
Edition: 4th rev.
Series: Working paper / Harvard Business School -- 07-043; Working paper (Harvard Business School) -- 07-043
Publisher: Harvard Business School
Published: 2011
Place of publication: Boston]
Language: eng
Number of pages: 55
Description: In this paper, we propose a conceptual framework to explain whether, when, and for which type of customer the introduction of a new channel helps and hurts sales in existing channels. Our framework separates short- and long-run effects by analyzing underlying channel capabilities. It suggests that order of entry matters, such that, for example, adding the Internet channel to a retail store channel should produce different effects than adding a retail store to the Internet channel. To test our theory, we analyze a unique data set from a high-end retailer using matching methods. Unlike previous research, which has predominantly studied the introduction of an Internet channel, we study the introduction of a retail store and find evidence of cross-channel synergy, as the presence of a retail store increases demand in the catalog and Internet channels over time.
Notes: "January 2007, revised February 2007, March 2007, February 2008, February 2009, July 2011" -- Publisher's website.

Includes bibliographical references.