Buyer behavior · Randomized field experiment testing offline-to-online targeting and cross-channel effects.
Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce
MIS Quarterly · 2020
Summary
Publisher abstract/search result reports causal evidence for both complementarity and cannibalization between offline and online targeting.
For your marketing
Possible founder application
Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Reported result
What the study found
Publisher abstract/search result reports causal evidence for both complementarity and cannibalization between offline and online targeting.
Research question
What the authors investigated
When does offline targeting complement versus cannibalize online commerce?
Design
Randomized field experiment testing offline-to-online targeting and cross-channel effects.
Sample and setting
More than 11,200 customers of a large department store.
Scope and transfer
Limitations to keep in view
Department-store customers and one omnichannel context; source does not support universal channel effects.
Research sources
Publisher PDF/search result states randomized experiment and sample size; DOI landing page identifies the study. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.