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The Long-Term Effect of Multichannel Usage on Sales

Author

Listed:
  • Tolga Bilgicer

    ()

  • Kamel Jedidi

    ()

  • Donald Lehmann

    ()

  • Scott Neslin

    ()

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

Suggested Citation

  • Tolga Bilgicer & Kamel Jedidi & Donald Lehmann & Scott Neslin, 2015. "The Long-Term Effect of Multichannel Usage on Sales," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 41-56, March.
  • Handle: RePEc:spr:custns:v:2:y:2015:i:1:p:41-56
    DOI: 10.1007/s40547-014-0031-y
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    References listed on IDEAS

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    1. repec:eee:jouret:v:92:y:2016:i:3:p:268-286 is not listed on IDEAS

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