The effect of Internet distribution on brick-and-mortar sales

• 成果类型: Article
• 署名作者: Pozzi, Andrea
• 刊物名称: RAND JOURNAL OF ECONOMICS
• ISSN/ISSBN: 0741-6261
• DOI: 10.1111/1756-2171.12031
• 发表日期: 2013
• 页码: 569-583
• 关键词: wal-mart; COMPETITION; online; industry

摘要

I examine the introduction of an online shopping service by a large supermarket chain also operating a network of brick-and-mortar stores. The establishment of the Internet channel led to a 13 percent increase in overall revenues, with limited cannibalization of traditional sales. I study the mechanisms underlying this result, focusing on two areas. First, I demonstrate the importance of the reduction of customers' travel costs in the attraction of new business. Second, I provide some evidence that revenues increase more in markets where the chain faces more competitors, suggesting that the online channel can help divert business from rival supermarkets.