The paper investigates the long-run consequences of multichannel shopping on customers' spending. Using data from a major US catalog company which introduced an online channel, our results validate previous findings that multichannel customers spend more than mono-channel customers in the short run. However, the difference in spending dissipates over time with multichannel customers reverting to their regular consumption pattern in 3 years. As our results are based on observational data, we use different panel data econometric models and combine them with propensity score matching methods to control for potential self-selection biases. Our key results are consistent across the analysis methods.
Bilgicer, Tolga, Kamel Jedidi, Donald Lehmann, and Scott Neslin. "The Long-Term Effect of Multichannel Usage on Sales." Customer Needs and Solutions 2, no. 1 (March 2015): 41-56.
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