The Long-Term Effect of Multichannel Usage on Sales

Tolga Bilgicer (), Kamel Jedidi (), Donald Lehmann () and Scott Neslin ()

Customer Needs and Solutions, 2015, vol. 2, issue 1, 56 pages

Abstract: The paper investigates the long-run consequences of multichannel shopping on customers’ spending. Using data from a major US catalog company which introduced an online channel, our results validate previous findings that multichannel customers spend more than mono-channel customers in the short run. However, the difference in spending dissipates over time with multichannel customers reverting to their regular consumption pattern in 3 years. As our results are based on observational data, we use different panel data econometric models and combine them with propensity score matching methods to control for potential self-selection biases. Our key results are consistent across the analysis methods. Copyright Springer Science+Business Media New York 2015

Keywords: Multichannel usage; Sales; Spending; Self-selection; Matching (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s40547-014-0031-y

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