Companies increase profits with multichannel shoppers: Study in INFORMS' Marketing Science
Sunday, September 27, 2015 - 17:30
in Mathematics & Economics
Companies can increase profits by getting customers to buy through more than one channel, for example the bricks-and-mortar store and the Internet rather than the store alone. However, this strategy requires a well-honed marketing campaign that combines the right message and incentive, according to a new study.