Clicks and Mortar : The Effect of On-line Activities on Off-line Sales

@inproceedings{Biyalogorsky2003ClicksAM,
  title={Clicks and Mortar : The Effect of On-line Activities on Off-line Sales},
  author={Eyal Biyalogorsky and Prasad A. Naik},
  year={2003}
}
Retailers did not immediately extend their business to the Internet environment, fearing that on-line activities could adversely impact their off-line sales. To facilitate assessment of the impact of on-line activities on offline sales, we develop a method that allows retailers to use readily available market data for making informed decisions. The proposed method determines (1) the extent to which on-line sales cannibalize off-line sales, and (2) whether on-line activities build on-line equity… CONTINUE READING