Antecedents and consequences of cross-effects: An empirical analysis of omni-coupons

Prashanth Ravula, Amit Bhatnagar and Sanjoy Ghose

International Journal of Research in Marketing, 2020, vol. 37, issue 2, 405-420

Abstract: As the modern retail industry evolves from multi-channel to seamless omni-channel retailing, retailers are increasingly adopting omni-channel strategies, such as the usage of omni-coupons. A consumer may obtain an omni-coupon from a digital (catalog) channel and purchase either online or via the telephone channel. Past studies have not examined such cross-channel effects at the purchase incidence level. Using customer transaction data from an omni-channel retailer, we investigate the key drivers of cross-effects, and the impact of such cross-effects on two consumer purchase outcomes (purchase value and cross-buying). We specifically study two types of cross-effects, a) catalog-to-online and b) digital-to-telephone, and find that the effect of time variables and individual characteristics on them is asymmetric. We also show that the impact of such cross-effects on purchase outcomes depends on whether the omni-coupon was sourced digitally or from a catalog. Retailers aiming to increase cross-buying should prioritize catalog coupons, while those aiming to increase purchase value should prioritize digital coupons.

Keywords: Omni-coupons; Cross-effects; Digital marketing; Catalogs; Bayesian models (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:37:y:2020:i:2:p:405-420

DOI: 10.1016/j.ijresmar.2019.11.002

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