Companies increase profits by creating multichannel shoppers
CATONSVILLE, MD, September 25, 2015 – Companies can increase profits by getting customers to buy through more than one channel, for example the bricks-and-mortar store andthe 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 being published in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences (INFORMS).