Technological development has led to rich datasets, fast processing capabilities, and a large body of literature on accurate yet complex models. However, although managers see potential in becoming data-driven, few successfully apply contemporary analytics. In retailing, some of the hurdles are...

This study investigates the temporal effects of customer online adoption on customer spending when an online channel is added to an existing offline grocery offer. The purpose is to test whether customer spending initially increases, because customers can buy more with increased convenience, but...