Should Traditional Retailers go Online? The Impact of the Presence of E-commerce on the Customer Value of Traditional Retailers

The impact of the presence of e-commerce in the business of traditional retailers on their customer value is studied. The methodology of studies is described. Distributions of customer values for multichannel and traditional retailers were obtained. The obtained results clearly prove the positive impact of e-commerce presence in the business of tradition retailers. Managerial implications of this conclusion are provided.(original abstract)