Table 1.
Summary of Empirical Literature on Omnichannel Retailing.
| Study | Data & Method | Key result |
|---|---|---|
| Avery et al. (2012) | Quasi-experimental design | Opening an offline store increased catalog and internet sales for the retailer in the long run. |
| Gallino and Moreno (2014) | Store-level purchase data & Difference-in-difference model | Buy-online-pick-up-in-store (BOPIS) mode decreased online sales of the retailer but increased offline sales resulting in a net increase. |
| Cao and Li (2015) | Archival data & Panel estimation | Integration of multiple channels improved overall sales for the retailer. |
| Emrich et al. (2015) | Experimental data | Limited-line retailers who have a high assortment depth (compared with broad-line retailers who have a high assortment breadth) are better off having the same product assortment at their offline and online stores. |
| Melis et al. (2015) | Household panel data & Multinomial logit model | Grocery shoppers adopted the online channel of their preferred offline grocer at first but with time chose an online grocer on the basis of online product assortment. |
| Pauwels and Neslin (2015) | Time-series purchase data & VARX models | Opening an offline store cannibalized catalog sales of the retailer but did not significantly reduce its internet sales. Overall, it led to higher revenue. |
| Gallino, Moreno, and Stamatopoulos (2017) | Customer-level purchase data & Pareto curve regression | Ship-to-store mode increased the sales of less popular items at offline channels of the retailer. |
| Wang and Goldfarb (2017) | Customer-level purchase data & Poisson regression | Opening an offline store increased online sales of the retailer in areas with no prior brand presence but decreased online sales in areas with existing brand presence. |
| Fisher et al. (2019) | Quasi-experimental design | Faster delivery of online orders increased sales in both online and offline channels of an apparel retailer. |
| This study | Survey data & Multivariate probit model | When opening online stores, offline retailers should provide larger assortment, competitive prices, and purchase convenience instead of relying unduly on quicker delivery to compete against online retailers. |