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Case

Omnichannel coupons at a Chinese department store (HBR, 2016)

A team led by Xueming Luo (Temple) randomly drew 56,000 loyalty members of a Chinese department store; some who used only one channel received online-only, store-only or either-channel coupons, versus a no-coupon control group (HBR, July–August 2016). Within 5 km of a store, coupons made no significant difference. Beyond it, previously online-only shoppers produced twice the control group's profit with the online coupon and 800% more with the flexible one; store-only shoppers given online-only coupons produced 51% less.

Industry
Department-store retail (China)
Frameworks applied
Omnichannel customer journey
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Frameworks applied

This case is read through the frameworks below.

  • Omnichannel customer journeyWhen shoppers research on mobile, browse online and buy in store, how should a retailer's team join up its channels so one purchase feels seamless?

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Harvard Business Review (2016) How to make the most of omnichannel retailing. Harvard Business Review.No DOIhbr.orgSource page