Customer behavior and adoption · 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
Xueming Luo, Yuxchi Zhang, Fue Zeng, Zhe Qu (2020). Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce. MIS Quarterly. https://doi.org/10.25300/MISQ/2020/15630.
Plain-English take
Publisher abstract/search result reports causal evidence for both complementarity and cannibalization between offline and online targeting. For your marketing: Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
How much weight to give this
4.5/5 Strong design for its specific question
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Randomized field experiment testing offline-to-online targeting and cross-channel effects.
More than 11,200 customers of a large department store.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
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.
Reported result
What the study found
Publisher abstract/search result reports causal evidence for both complementarity and cannibalization between offline and online targeting.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Department-store customers and one omnichannel context; source does not support universal channel effects.
Possible founder application
Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.