Working Paper
Building with Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment
Jan 1, 2008
With data from a retailer of durables and apparel, assesses the revenue impact of adding bricks-and-mortar stores to existing catalog and Internet channels (frequency and size of purchases, returns, exchanges, and customer acquisition); investigates the role of the firm’s marketing efforts; uses a multivariate baseline approach.