Commercializing the package flow: Cross-sampling physical products through e-commerce warehouses

Brian Rongqing Han, Leon Yang Chu, Tianshu Sun, Lixia Wu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This paper proposes a novel business model: cross-sampling through e-commerce warehouses that e-commerce platforms with direct control over physical packages can adopt. It allows physical free samples provided by one brand to be distributed with the packages of another unrelated brand. We demonstrate how the cross-sampling model can integrate offline control and online information to commercialize the package flow. In close collaboration with Alibaba, we implemented cross-sampling through a large-scale field experiment, in which more than 55,000 free samples were distributed. We show that cross-sampling can be carried at scale with negligible cost and is highly effective in driving online sales or for personalization. In this way, we demonstrate the potential of a new business model that leverages the offline logistics infrastructure as a profit center.

Original languageEnglish (US)
Title of host publicationInternational Conference on Information Systems, ICIS 2020 - Making Digital Inclusive
Subtitle of host publicationBlending the Local and the Global
PublisherAssociation for Information Systems
ISBN (Electronic)9781733632553
DOIs
StatePublished - 2020
Event2020 International Conference on Information Systems - Making Digital Inclusive: Blending the Local and the Global, ICIS 2020 - Virtual, Online, India
Duration: Dec 13 2020Dec 16 2020

Publication series

NameInternational Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global

Conference

Conference2020 International Conference on Information Systems - Making Digital Inclusive: Blending the Local and the Global, ICIS 2020
CountryIndia
CityVirtual, Online
Period12/13/2012/16/20

Keywords

  • Cross-promotion
  • E-commerce
  • Field experiment
  • Free sampling
  • Warehouse

ASJC Scopus subject areas

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences
  • Applied Mathematics

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