Consistency or Complementarity? Optimizing Multi-Channel Selling Based on Online Click-Through Data

Essi Pöyry, Petri Parvinen, Richard McFarland

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

Adaptive selling has been seen to increase sales performance and influence tactics provide means to exercise it. However, adaptive selling has only been studied in single-channel contexts. Multi-channel contexts offer particular opportunities to improve adaptive selling by providing information about customers’ information processing styles in one channel that can be fed into another channel. In a field experiment, 138 customers were first approached by email and then by phone by professional salespeople of a financial services provider. Based on online click-through data about each customer’s proneness to a specific influence tactic, the salespeople used either a consistent or a complementary tactic in the phone call. Contrary to general belief, the results indicate that the use of complementary influence tactics in different channels outperforms the use of consistent influence tactics. The study thus contests the generally accepted notion of consistency in marketing communications and provides evidence of channel-specificity of persuasive messages.
Original languageEnglish
Title of host publicationProceedings of 48th Hawaii International Conference on System Sciences (HICSS)
PublisherIEEE Computer Society
DOIs
Publication statusPublished - 2015
MoE publication typeA4 Article in a conference publication
EventAnnual Hawaii International Conference on System Sciences - Grand Hyatt, Kauai, United States
Duration: 6 Jan 20159 Jan 2015
Conference number: 48

Publication series

NameAnnual Hawaii International Conference on System Sciences. Proceedings
PublisherIEEE Computer Society
ISSN (Electronic)1530-1605

Conference

ConferenceAnnual Hawaii International Conference on System Sciences
Abbreviated titleHICSS
CountryUnited States
CityKauai
Period06/01/201509/01/2015

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