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Avery, Jill

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Avery

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Avery, Jill
Author's Publications: search.filters.isAuthorOfPublication.8ca31488-a382-4211-a31e-ec9e284d33cd

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    Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time
    (2012) Avery, Jill; Steenburgh, Thomas J.; Deighton, John; Caravella, Mary
    The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a channel that help consumers accomplish their shopping goals. To test the theory, the authors analyze a unique data set from a high-end retailer using matching methods. The authors study the introduction of a retail store and find evidence of cross-channel cannibalization and synergy. The presence of a retail store decreases sales in the catalog but not the Internet channel in the short run but increases sales in both direct channels over time. Following the opening of the store, more first-time customers begin purchasing in the direct channels. These results suggest that adding a retail store to direct channels yields different results from adding an Internet channel to a retail store channel, as previous research has indicated.
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    Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping
    (DeGruyter, 2013) Avery, Jill; Steenburgh, Thomas; Deighton, John; Caravella, Mary
    Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a “real” store. Often, one and the same retailer offers several of these options, and multichannel retailing has become common in most product categories. By offering several channels, retailers are trying to reach more consumer segments and create synergies, with stores acting as billboards for the brand, catalogs providing enticing reminders to buy and the Internet providing an ever-present storefront. But synergies do not arise automatically. Different channels can also cannibalize one another, and it is not always easy to predict which effects will prevail. A recent study took a closer look at the interplay among different retail channels and showed that the short-term effects of store openings can be very different from the long-term sales impact.