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Publications
  • May 2012
  • Article
  • Journal of Marketing

Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

By: Jill Avery, Thomas J. Steenburgh, John Deighton and Mary Caravella
  • Format:Print
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Abstract

The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a channel that help consumers accomplish their shopping goals. To test the theory, the authors analyze a unique data set from a high-end retailer using matching methods. The authors study the introduction of a retail store and find evidence of cross-channel cannibalization and synergy. The presence of a retail store decreases sales in the catalog but not the Internet channel in the short run but increases sales in both direct channels over time. Following the opening of the store, more first-time customers begin purchasing in the direct channels. These results suggest that adding a retail store to direct channels yields different results from adding an Internet channel to a retail store channel, as previous research has indicated.

Keywords

Marketing; Channels; Channels Of Distribution; Distribution; E-commerce; Retailing; Channel Management; Channel Migration; Multichannel Retailing; Framework; Customers; Marketing Channels; Sales; Internet; Demand and Consumers; Competency and Skills; Distribution Channels; Retail Industry; United States

Citation

Avery, Jill, Thomas J. Steenburgh, John Deighton, and Mary Caravella. "Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time." Journal of Marketing 76, no. 3 (May 2012): 96–111.
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About The Authors

Jill J. Avery

Marketing
→More Publications

John A. Deighton

→More Publications

More from the Authors

    • February 2021
    • Faculty Research

    White Claw: Defending Market Share as Competition Encroaches

    By: Jill Avery
    • January 2021 (Revised March 2021)
    • Faculty Research

    THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

    By: Jill Avery, Ayelet Israeli and Emma von Maur
    • January 2021
    • Journal of Marketing

    Marketing Thinking and Doing

    By: John A. Deighton, Carl F. Mela and Christine Moorman
More from the Authors
  • White Claw: Defending Market Share as Competition Encroaches By: Jill Avery
  • THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI) By: Jill Avery, Ayelet Israeli and Emma von Maur
  • Marketing Thinking and Doing By: John A. Deighton, Carl F. Mela and Christine Moorman
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