Management Decision, Journal Year: 2024, Volume and Issue: unknown
Published: Dec. 30, 2024
Purpose This aim of the research is to explore link between offline and online retail sales through a comprehensive analysis 15 years data in Great Britain. By quantifying impact on vice versa different categories, study seeks expand upon prior that often focused unidirectional relationships or specific segments. With channel- sector-specific dynamics, present aspires shed light dynamics shaping industry provide valuable insights for retailers. Design/methodology/approach The draws Britain examine interplay across various categories. grounding theoretical underpinning cross-channel synergies dis-synergies applying principles substitution complementarity sales, aims quantify how shifts influence versa. follows systematic approach includes seasonality, autocorrelation, correlation, lagged cross-correlation time series regression holistic understanding strength direction relationship. Findings Among myriads findings, most noteworthy ones are these. It was found tend increase significantly when also increase. However, extent have lower than sales. For instance, it every one-unit average, stores by 5.82 units, but only 0.07 units. pattern true all categories stores, with predominantly non-food showing lowest (0.02) non-store retails exhibiting highest (0.23). Additionally, evidence suggested can expect sizable level there no (β 0 = 5155474.1); however, this not if they Research limitations/implications deepens our insight into complex sector providing empirical interact each other setting. adds nuances existing knowledge relationship based channel dynamics. Such coming from whole economy, strengthen body literature solid foundation future area. would benefited including qualitative interviews retailers more context depth interpreting quantitative patterns. Practical implications provides practical guidance optimize their omnichannel strategies maximum impact. changes terms channel-specific differences. particularly important who operate those as them an allocate resources reaping substantial benefits. Originality/value Despite wealth exploring remains gap these two. one first fill growing bidirectional These strengths
Language: Английский