Working Papers

Building with Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment

Koen Pauwels and Scott A. Neslin

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.

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