有些零售商,从网络起家,却将触角延伸到了线下世界,通过商店或样品间与消费者展开互动。其成效究竟有多大?近来,消费者已经习惯在线购物的便捷了。为了满足购物者的偏好,很多传统实体零售商也将业务扩展到了网上,甚至会提供“在线购买、店内提货”等新服务。但有些零售商则在反其道而行:他们从网络起家,可将触角延伸到了线下世界,通过商店或样品间与消费者展开互动。凯洛格商学院管理经济学和决策学助理教授安东尼奥·莫雷诺(Antonio Moreno)对这些零售商的改弦 Some retailers, starting from the Web, extend their reach to the offline world and interact with consumers through stores or samples. What is the effect? ​​Recently, consumers are accustomed to online shopping convenient. In order to meet the shopper’s preferences, many traditional entity retailers have also expanded their businesses online and even offered new services such as “online shopping, in-store delivery” and more. But some retailers go the other way: They start from the web and extend their reach to the offline world, interacting with consumers through stores or samples. Antonio Moreno, assistant professor of management economics and decision-making at Kellogg School of Business, changes these retailers