Impacts of Online Reviews on Brick-and-Mortar Stores’ Omnichannel Retail Strategy

• Published in: IEEE transactions on engineering management Vol. 71; pp. 2549 - 2560
• Main Authors: Ye, Fei, Liang, Lunhai, Tong, Yang
• Format: Journal Article
• Language: English
• Published: New York IEEE 2024; The Institute of Electrical and Electronics Engineers, Inc. (IEEE)
• Subjects: Business; Business model; Business models; consumer reviews; consumer type; Consumers; Cost accounting; distribution channel; Electronic commerce; Game theory; online intermediary; Optical character recognition software; Pricing; Retail stores; Strategy; Supply chains; Uncertainty

Adding an online channel by cooperating with an online intermediary not only allows a brick-and-mortar (B&M) retailer to reach a larger potential market, but it also allows the B&M retailer to collect online consumer reviews (OCRs) from the online intermediary. OCRs can provide additional in...