mixed material bibliography Boston Harvard Business School Publications Jul-Aug 2016

p. 22 - 23 One of the biggest challenges for brick-and-mortar retailers is finding a strategy to compete with online-only sellers such as Amazon. Although Walmart and JCPenney, for example, have invested substantially in e-commerce operations to complement their physical stores, the economics facing these hybrid retailers remain daunting. Both chains announced store closings in 2016. For retailers that operate both stores and Web sites, the conventional "omnichannel" strategy is to encourage shopping across channels so that customers who shop only in stores will begin also buying online, and vice versa. Promotions and coupons are one way to promote this behavior, and retailers such as Macy's, Bed Bath &amp; Beyond, and Home Depot routinely use them. However, few retailers have closely examined the profitability of such promotions. To understand how these variables interact to affect customer behavior and retailer profitability, a research team led by Xueming Luo, a marketing professor at Temple University, worked with a Chinese department store on its coupon strategy. The more profitable play is to coax online shoppers to come into your stores, where the environment can induce them to spend more. <br> 00178012 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 47062 2016-08-30 00:00:00 2016-08-30 00:00:00 machine generated