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Article

A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works

Original article: https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works

In this article, Medallia and Utpal Dholakia, a George R. Brown Professor of Marketing at Rice University, answer the question “Are omnichannel customers more valuable?” with a large-scale study of 46,000 customers. The study reveals that omnichannel customers – shoppers who use multiple channels during their shopping journey – have bigger shopping baskets and are more loyal than single-channel customers.