Should retailers integrate their offline and online channels? A perspective of product descriptions and consumer reviews

• Main Authors: DENG, Qiyuan, FANG, Xin, LIM, Yun Fong
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: omni-channel retailing; product descriptions; consumer reviews; game theory; Entrepreneurial and Small Business Operations; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6567; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=7566&context=lkcsb_research
• Institution: Singapore Management University

We consider a retailer selling a single product to consumers through an offline (brick-and-mortar) channel and an online channel. The consumers in each channel are heterogeneous such that the product fits the tastes of only a fraction of these consumers. The retailer provides a product description f...