Antecedents and consequences of cross-effects: An empirical analysis of omni-coupons |
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| Institution: | 1. Erasmus School of Economics, Erasmus University Rotterdam, The Netherlands;2. Coller School of Management, Tel-Aviv University, Israel;1. Department of Information Management, College of Management, National Taiwan University, 1, Sec. 4, Roosevelt Rd., Taipei 10617, Taiwan;2. School of Hotel Administration, Cornell University, 244 Statler Hall, Ithaca, NY, USA;1. School of Business, Insper Education and Research Institute, Rua Quatá 300, Vila Olímpia, São Paulo 04546-042, SP, Brazil;2. Department of Marketing, Fowler College of Business, San Diego State University, San Diego, CA 92182-8239, United States of America;3. John C. Narver Chair in Business Administration, Michael G. Foster School of Business, University of Washington, PACCAR Hall, Box 353226, Seattle, WA 98195, United States of America |
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| 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. |
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