Articles
0 Comments

Journal Selections from MSI

Marketing Can Increase Multichannel Shoppers and Profit

Most effective campaign did not rely on financial incentives.

Using a randomized controlled field experiment for a European book retailer, Elisa Montaguti, Scott Neslin, and Sara Valentini show that a communications program can increase the number of multi-channel shoppers and average customer profitability. Among four marketing campaigns, the most effective message emphasized the benefits of multichannel shopping and did not include financial incentives such as discount price coupons.

A post-test survey indicates that a nonprice-oriented message decreases consumer reactance and enhances perceived behavioral control, suggesting that a firm’s multichannel customer strategy must strike a “delicate balance,” write Montaguti,  Neslin, and Valentini. “They must present a clear argument for the customer to become multichannel, but cannot be construed as overly manipulative.”

Using propensity score matching to exclude self-selection issues, the authors find that multichannel purchasing increases profit among multichannel customers an average of €28 over what they would have purchased as non-multichannel customers.

Download from INFORMS
Can Marketing Campaigns Induce Multichannel Buying and More Profitable Customers? A Field Experiment by Elisa Montaguti, Scott A. Neslin, and Sara Valentini, Marketing Science (March-April 2016)

Journal Selections from MSI (October 2016)

Comments:

You must be logged in to leave comments. Please login.

3 WAYS to GET CONNECTED

Business

Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.

More

Academic

Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.

More

Public

The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.

More

Featured:

Become a Subscriber

MSI's Online Library of 400+ reports, authored by marketing academics, offers new research and evidence-based insights

Read More

Stay Informed

The MSI Mailing List

Subscribe to our email list to stay informed about upcoming events, news, etc.