The Value of Experience-Centric Stores in Omnichannel Retail: A Multi-Method Approach at the Category Level – MSI

Working Paper

The Value of Experience-Centric Stores in Omnichannel Retail: A Multi-Method Approach at the Category Level

Ayşe Çetinel, A. Gürhan Kök, and Robert P. Rooderkerk

Dec 5, 2023

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Uses an event-style, differences-in-differences model to determine how store openings impact category sales and total revenue for an online-first reseller of consumer electronics.

Topics

research recap

Omnichannel Marketing: What’s in Store for Stores?

As part of an omnichannel strategy, opening stores can increase overall revenue for categories where customers value their role in search, product experience and returns. Understanding when and why these benefits vary across product categories can help retailers improve store assortments, attracting new customers and better engaging existing ones.

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