Business Challenge Webinar – 23.10.2019

Posted by europanel on Oct 04, 2019

When online brands wander offline

Wednesday 23.10.2019 at 13:00 CET (GMT 12:00)

Duration 60 minutes

Overview:

What is the impact of adding a manufacturer brick-and-mortar direct channel on the sales performance of the incumbent traditional retail channels, the own online direct channel and the manufacturer’s top- and bottom-line performance?

We investigate these questions for the entry of ten brand stores of a national brand FMCG manufacturer in Germany.

We find no significant evidence of between-firm impact on indirect retail sales, but show significant within-firm cannibalisation on own direct online sales.

While the physical brand store generates an influx of new sales that compensates for lost online sales, top-line growth not always suffices to preserve the bottom line when taking into account the operational costs of the brand store.

Speakers

Professor Els Breugelmans
Catholic University Leuven

 

Register your attendance

Europanel Webinar 2019-10-23

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