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An analytical assessment of demand effects in omni-channel assortment planning

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  • Schäfer, Fabian
  • Hense, Jonas
  • Hübner, Alexander

Abstract

The advent of omni-channel (OC) retailing makes assortments seamlessly available across channels and affects customer behavior. Whereas the demand effects within channels are well known, the effects across channels are less clear. A vast variety of assortment-related demand effects in bricks-and-mortar stores, webshops, and across channels has a potential impact on retailers’ profitability. The multitude makes it costly to measure each effect empirically, which is further aggravated by interdependencies between products, channels and effects, and the resulting numerical complexity. Despite most retailers adopting OC assortments, the relevance and interplay of these demand effects is neither fully clear from an empirical nor an optimization perspective. It becomes necessary to better understand how assortment-related decisions impact customer behavior and optimal assortments.

Suggested Citation

  • Schäfer, Fabian & Hense, Jonas & Hübner, Alexander, 2023. "An analytical assessment of demand effects in omni-channel assortment planning," Omega, Elsevier, vol. 115(C).
    • Handle: RePEc:eee:jomega:v:115:y:2023:i:c:s0305048322001566
    DOI: 10.1016/j.omega.2022.102749
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    References listed on IDEAS

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