Price Differentiation in Online and Offline Retail: An Empirical Study of Current Practices
, und | 30. Juni 2023
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Article Category: research article
Online veröffentlicht: 30. Juni 2023
Seitenbereich: 1 - 16
Eingereicht: 22. März 2023
Akzeptiert: 18. Mai 2023
DOI: https://doi.org/10.2478/minib-2023-0007
© 2023 Ewa E. Kiczmachowska et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Figure 1.
Products cheaper online, offline and with no price difference
| Category | Cheaper online | No difference | Cheaper offline | |||
|---|---|---|---|---|---|---|
| Books | 95 | 99 | 1 | 1 | ||
| Films | 75 | 96 | 2 | 3 | 1 | 1 |
| Games apps | 25 | 34 | 45 | 62 | 3 | 4 |
| Music | 73 | 78 | 19 | 20 | 1 | 1 |
| Own collections | 29 | 40 | 41 | 57 | 2 | 3 |
| Stationery | 66 | 89 | 7 | 9 | 1 | 1 |
| Toys | 30 | 73 | 1 | 2 | 10 | 24 |
| Apparel/shoes/kids | 16 | 18 | 72 | 80 | 2 | 2 |
| Books | 63 | 94 | 1 | 1 | 3 | 4 |
| Kid/mother | 81 | 79 | 2 | 2 | 20 | 19 |
| Stationery | 44 | 88 | 6 | 12 | ||
| Toys/games | 233 | 92 | 3 | 1 | 17 | 7 |
EMPIK. Spearman’s correlations between online to offline discount (%) and top ranking or absolute price level
| Spearman’s | Games and apps | Films | Own collections | Books | Music | Stationery | Toys |
|---|---|---|---|---|---|---|---|
| Top ranking | −0.1052 | −0.617 |
0.283 |
0.0209 | −0.415 |
0.0426 | −0.1027 |
| Games and apps | −0.2258 | ||||||
| Films | 0.0039 | ||||||
| Own collections | 0.2069 | ||||||
| Books | −0.0193 | ||||||
| Music | −0.312 |
||||||
| Stationery | −0.2165 | ||||||
| Toys | −0.2857 |
Online to offline discount. Descriptive statistics per product category
| Empik | Smyk | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Books | Films | Games/apps | Music | Own collections | Stationery | Toys | Apparel/shoes/kids | Books | Kid/mother | Stationery | Toys/games | |
| N | 96 | 78 | 73 | 93 | 72 | 74 | 41 | 90 | 67 | 103 | 50 | 253 |
| Mean | −0.3745 | −0.2201 | −0.0295 | −0.0893 | −0.0918 | −0.2204 | −0.0627 | −0.0297 | −0.2583 | −0.0941 | −0.1280 | −0.1966 |
| Std. Dev. | 0.0597 | 0.1997 | 0.0668 | 0.0619 | 0.2010 | 0.1239 | 0.3575 | 0.1237 | 0.1138 | 0.3708 | 0.3247 | 0.1992 |
| Min | −0.4999 | −0.8502 | −0.2721 | −0.2668 | −0.4447 | −0.4604 | −0.6002 | −0.3334 | −0.5072 | −0.5774 | −0.4584 | −0.5001 |
| Max | 0.0000 | 0.2456 | 0.0786 | 0.0004 | 0.8052 | 0.0629 | 1.2081 | 0.7647 | 0.1541 | 1.6660 | 0.9990 | 1.5554 |
Retailers applying channel price differentiation
| Sector | Retailer | Search button/search path | No. of categories | No. of items | Channel price differentiation | Offer uniqueness | Verified |
|---|---|---|---|---|---|---|---|
| Apparel | H&M | Znajdz w sklepie | 8 | 45 | No | High | Online |
| Reserved | Sprawdz dostępność w salonach | 4 | 20 | No | High | In store | |
| Shoes | CCC | Dostępność produktu w sklepach | 2 | 10 | No | High | Online |
| Cosmetics and perfume | Rossmann | 3 | 20 | No | Mixed | In store | |
| Multimedia | Empik | Zarezerwuj w salonie | 7 | 30 | Yes | Mixed | Online |
| Home electronics and appliances | RTV Euro AGD | Obejrzyj w sklepie → | 6 | 30 | No | Mixed | Online |
| Zarezerwuj i odbierz w sklepie juz za godzinę! | |||||||
| Media Expert | Dostępność w sklepie → Odbierz za godzinę! | 6 | 30 | No | Mixed | Online | |
| Home and garden | Ikea | Produkt → Sklep dostçpny | 6 | 25 | No | High | Online |
| Castorama | Sprawdź dostępność w innych sklepach | 6 | 30 | No | Mixed | Online | |
| Leroy Merlin | Sprawdź dostępność w sklepie i zamów | 6 | 30 | No | Mixed | Online | |
| Kids | Smyk | Sprawdź dostępność w sklepie stacjonarnym | 5 | 25 | Yes | Mixed | Online |
| Sport | Decathlon | Darmowy odbiór w sklepie | 5 | 25 | No | High | Online |
Smyk. Correlations between online to offline discount (%) and top ranking or absolute price level
| Spearman’s | Toys/games | Apparel/shoes/kids | Kid/mother | Stationery | Books |
|---|---|---|---|---|---|
| Top ranking | 0.0862 | 0.273 |
0.310 |
0.314 |
0.1150 |
| Toys/games | .146 |
||||
| Apparel/shoes/Kids | 0.0306 | ||||
| Kid/mother | −0.353 |
||||
| Stationery | −0.391 |
||||
| Books | −0.373 |