Jindal Rupinder P, Gauri Dinesh K, Li Wanyu, Ma Yu
Marketing at Milgard School of Business, University of Washington Tacoma, 1900 Commerce St., Tacoma, WA 98402, United States.
Marketing and Wal-Mart Chair in Marketing at Sam M. Walton College of Business, University of Arkansas, Fayetteville, AR 72701, United States.
J Bus Res. 2021 Jan;122:270-280. doi: 10.1016/j.jbusres.2020.08.053. Epub 2020 Sep 16.
A large body of academic research has recently focused on omnichannel retailing especially on brick-and-mortar (offline) retailers adding and integrating online capabilities. Relatedly, trade press has highlighted how offline retailers have been investing heavily in the use of their existing physical retail network for quicker delivery and pick-up of online orders. Looking at the competition between Amazon and Walmart, however, we demonstrate that focusing on quicker delivery is not the best strategy for offline retailers when opening online channels to compete with online retailers. We estimate a multivariate probit model using data from a customer survey and find that offline retailers should instead focus on delivering the fundamentals of retailing to their online customers too - larger assortment, competitive prices, and purchase convenience. Further, we employ cluster analysis to show which demographics are good targets for retailers as they develop omnichannel capabilities, as well as which demographics retailers need to keep loyal to their original channels.
最近，大量学术研究聚焦于全渠道零售，尤其是实体（线下）零售商增加并整合在线业务能力。与此相关的是，商业媒体强调了线下零售商如何大力投资利用其现有的实体零售网络，以便更快地配送和取货在线订单。然而，通过观察亚马逊和沃尔玛之间的竞争，我们证明，当线下零售商开设在线渠道与在线零售商竞争时，专注于更快的配送并非最佳策略。我们使用一项客户调查的数据估计了一个多元概率模型，发现线下零售商反而应该专注于也向其在线客户提供零售的基本要素——更丰富的商品种类、有竞争力的价格和购买便利性。此外，我们采用聚类分析来表明，在零售商发展全渠道能力时，哪些人口统计特征是其良好的目标客户群体，以及哪些人口统计特征的客户是零售商需要保持对其原有渠道忠诚度的。
