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Many online-first retailers have adopted omnichannel strategies to expand their territories from online to offline. In this paper, we seek to understand the function of offline showroom for multi-category online retailing platforms, which is relatively understudied. Using detailed...
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Timing and shopping stages are two critical factors when designing personalized mobile targeting. However, there is scant evidence demonstrating the business impact of app real-time targeting on customers’ subsequent shopping behaviors across different shopping stages. By conducting a novel...
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