How to make the most of omnichannel retailing

• Localización: Harvard business review, ISSN 0017-8012, Vol. 94, Nº 7-8 (Jul/Aug2016), 2016
• Idioma: inglés
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• Resumen

  • The article discusses research led by Temple University marketing professor Xueming Luo which looked at how coupons and promotions help retailers encourage consumers to both shop online and in-store. It concludes that motivating online customers to visit a store increased profits while attempting to incentivize in-store customers to shop online decreased profits. INSET: ''THIS RESEARCH CHANGED OUR WAY OF THINKING''