Guest Speaker Dennis Herhausen
In his talk on the implications of online-offline channel integration, empirically demonstrates that unlike common belief, such integration leads to channel synergies rather than channel cannibalization.
The retail industry is in a state of exponential transformation with the online-offline channel integration (OI) becoming of ever increased importance for survival. The seamless integration of access to and knowledge about the offline channel into online channels becomes of crucial importance to retailers around the globe, yet its implications for customer reactions towards retailers and across different channels remain unclear. Drawing on technology adoption research and diffusion theory, Prof. Dennis Herhausen and his team in a study published at the Journal of Retailing validate a model which puts shopping experience perceptions, perceived service quality and perceived risk of the Internet store at the heart of the impact of OI and consequential purchase intentions and willingness to pay. Controlling for interdependencies between different channels their research provides converging evidence to show that OI leads to a competitive advantage and channel synergies rather than channel cannibalization. These findings have direct implications for marketers and retailers interested in understanding whether and how integrating different channels affects customer outcomes.