Start Date

11-12-2016 12:00 AM

Description

A critical challenge faced by omni-channel retailers is how to effectively manage customer touchpoints to influence customer demand. However, past studies have not examined the relative effectiveness, spillovers or interdependencies of customer touchpoints in omni-channel environments. To address these gaps, we aim to examine the relative effectiveness of different touchpoints in terms of owned, paid and earned media, the spillovers of touchpoint exposures from/to focal and rival brands, and the interdependencies among different omni-channel touchpoints. Using data from an international omni-channel retailer, we conducted empirical analyses with simultaneous estimations of customers’ purchase choice, quantity and expenditure. Our preliminary results show that (1) owned (paid) media touchpoint exposure is more effective than that of paid (earned) media in influencing purchases, (2) owned media touchpoint exposures of rival brands influence customers’ demand for focal brands, (3) owned and paid media touchpoint exposures have substitution relationships in affecting customers’ demand for focal brands.

Share

COinS
 
Dec 11th, 12:00 AM

Evaluating the Effectiveness of Online Customer Touchpoints in Omni-channel Environments

A critical challenge faced by omni-channel retailers is how to effectively manage customer touchpoints to influence customer demand. However, past studies have not examined the relative effectiveness, spillovers or interdependencies of customer touchpoints in omni-channel environments. To address these gaps, we aim to examine the relative effectiveness of different touchpoints in terms of owned, paid and earned media, the spillovers of touchpoint exposures from/to focal and rival brands, and the interdependencies among different omni-channel touchpoints. Using data from an international omni-channel retailer, we conducted empirical analyses with simultaneous estimations of customers’ purchase choice, quantity and expenditure. Our preliminary results show that (1) owned (paid) media touchpoint exposure is more effective than that of paid (earned) media in influencing purchases, (2) owned media touchpoint exposures of rival brands influence customers’ demand for focal brands, (3) owned and paid media touchpoint exposures have substitution relationships in affecting customers’ demand for focal brands.