Omni-Channel Retailing and Firm Performance from a Customer Lifetime Value Perspective  

作　　者：Liu Xiangdong Mi Zhuang He Mingqin 

机构地区：[1]Business School,Renmin University of China,Beijing

出　　处：《China Economist》2024年第3期89-103,共15页中国经济学人（英文版）

基　　金：the National Social Science Foundation of China(NSSFC)“Study on the Digital Transition of China’s Retail Business”(Grant No.18BJY176).

摘　　要：In the digital era,retailers are keen to find out whether omni-channel retailing helps improve long-term firm performance.In this paper,we employ machine learning techniques on a large consumption data set in order to measure customer lifetime value(CLV)as the basis for determining long-term firm performance,and we provide an empirical analysis of the relationship between omni-channel retailing and CLV.The results suggest that omni-channel retailing may effectively enhance CLV.Further analysis reveals that this process is influenced by heterogeneous consumer requirements and that significant differences exist in the extent to which the omni-channel transition may influence CLV depending on consumer preferences for diversity of commodities,sensitivity to the cost of contract performance,and sensitivity to warehousing costs.Hence,retailers should provide consumers with a complete portfolio of goods and services based on target consumers’heterogeneous requirements in order to increase omni-channel efficiency.

关 键 词：Omni-channel retailing customer lifetime value machine learning heterogeneous consumer requirements 

分 类 号：F274[经济管理—企业管理]