IDEAS home Printed from https://ideas.repec.org/a/bla/popmgt/v29y2020i11p2508-2531.html
   My bibliography  Save this article

Using Clickstream Data to Improve Flash Sales Effectiveness

Author

Listed:
  • Victor Martínez‐de‐Albéniz
  • Arnau Planas
  • Stefano Nasini

Abstract

Flash sales retailers organize online campaigns where products are sold for a short period of time at a deep discount. The demand in these events is very uncertain, but clickstream data can potentially help retailers with detailed information about the shopping process, thereby allowing them to manage such risks. For this purpose, we build a predictive model for shoppers’ sequential decisions about visiting a campaign, obtaining product information and placing a purchase, which we validate using a large data set from a leading flash sales firm. The proposed hierarchical approach mirrors the different stages of the shopping funnel and allows for a direct decomposition of its main sources of variation, from customers arrival to products purchase. We identify life‐cycle dynamics and heterogeneity across campaigns and products as the main sources of variation: these allow us to provide the best predictions from a statistical standpoint, which outperform machine learning alternatives in out‐of‐sample accuracy. Our model thus enables flash sales retailers to learn about the performance of new products in a few hours and to update prices so as to better match supply and demand forecast and improve profits. We simulate our forecasting and optimization procedures on several campaigns including thousands of products and show that our model can successfully separate popular and unpopular products and lift revenues significantly.

Suggested Citation

  • Victor Martínez‐de‐Albéniz & Arnau Planas & Stefano Nasini, 2020. "Using Clickstream Data to Improve Flash Sales Effectiveness," Production and Operations Management, Production and Operations Management Society, vol. 29(11), pages 2508-2531, November.
  • Handle: RePEc:bla:popmgt:v:29:y:2020:i:11:p:2508-2531
    DOI: 10.1111/poms.13238
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/poms.13238
    Download Restriction: no

    File URL: https://libkey.io/10.1111/poms.13238?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Nicholas C. Petruzzi & Maqbool Dada, 1999. "Pricing and the Newsvendor Problem: A Review with Extensions," Operations Research, INFORMS, vol. 47(2), pages 183-194, April.
    2. Awi Federgruen & Aliza Heching, 1999. "Combined Pricing and Inventory Control Under Uncertainty," Operations Research, INFORMS, vol. 47(3), pages 454-475, June.
    3. Wendy W. Moe & Peter S. Fader, 2004. "Dynamic Conversion Behavior at E-Commerce Sites," Management Science, INFORMS, vol. 50(3), pages 326-335, March.
    4. Jan A. Van Mieghem & Maqbool Dada, 1999. "Price Versus Production Postponement: Capacity and Competition," Management Science, INFORMS, vol. 45(12), pages 1639-1649, December.
    5. Felipe Caro & Victor Martínez-de-Albéniz & Paat Rusmevichientong, 2014. "The Assortment Packing Problem: Multiperiod Assortment Planning for Short-Lived Products," Management Science, INFORMS, vol. 60(11), pages 2701-2721, November.
    6. Wright, Marvin N. & Ziegler, Andreas, 2017. "ranger: A Fast Implementation of Random Forests for High Dimensional Data in C++ and R," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 77(i01).
    7. Robert C. Feenstra & James A. Levinsohn, 1995. "Estimating Markups and Market Conduct with Multidimensional Product Attributes," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 62(1), pages 19-52.
    8. Santiago Gallino & Antonio Moreno, 2014. "Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information," Management Science, INFORMS, vol. 60(6), pages 1434-1451, June.
    9. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521766555.
    10. Neeraj Arora & Greg M. Allenby & James L. Ginter, 1998. "A Hierarchical Bayes Model of Primary and Secondary Demand," Marketing Science, INFORMS, vol. 17(1), pages 29-44.
    11. Ruomeng Cui & Santiago Gallino & Antonio Moreno & Dennis J. Zhang, 2018. "The Operational Value of Social Media Information," Production and Operations Management, Production and Operations Management Society, vol. 27(10), pages 1749-1769, October.
    12. Victor Martínez-de-Albéniz & Ana Valdivia, 2019. "Measuring and Exploiting the Impact of Exhibition Scheduling on Museum Attendance," Manufacturing & Service Operations Management, INFORMS, vol. 21(4), pages 761-779, October.
    13. Berry, Steven & Levinsohn, James & Pakes, Ariel, 1995. "Automobile Prices in Market Equilibrium," Econometrica, Econometric Society, vol. 63(4), pages 841-890, July.
    14. Eliashberg, Jehoshua & Hegie, Quintus & Ho, Jason & Huisman, Dennis & Miller, Steven J. & Swami, Sanjeev & Weinberg, Charles B. & Wierenga, Berend, 2009. "Demand-driven scheduling of movies in a multiplex," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 75-88.
    15. Jeffrey M Wooldridge, 2010. "Econometric Analysis of Cross Section and Panel Data," MIT Press Books, The MIT Press, edition 2, volume 1, number 0262232588, April.
    16. Marshall Fisher & Ananth Raman, 1996. "Reducing the Cost of Demand Uncertainty Through Accurate Response to Early Sales," Operations Research, INFORMS, vol. 44(1), pages 87-99, February.
    17. Tingliang Huang & Jan A. Van Mieghem, 2014. "Clickstream Data and Inventory Management: Model and Empirical Analysis," Production and Operations Management, Production and Operations Management Society, vol. 23(3), pages 333-347, March.
    18. Gabriel Bitran & René Caldentey & Susana Mondschein, 1998. "Coordinating Clearance Markdown Sales of Seasonal Products in Retail Chains," Operations Research, INFORMS, vol. 46(5), pages 609-624, October.
    19. Santiago Gallino & Antonio Moreno, 2018. "The Value of Fit Information in Online Retail: Evidence from a Randomized Field Experiment," Manufacturing & Service Operations Management, INFORMS, vol. 20(4), pages 767-787, October.
    20. Jérémie Gallien & Adam J. Mersereau & Andres Garro & Alberte Dapena Mora & Martín Nóvoa Vidal, 2015. "Initial Shipment Decisions for New Products at Zara," Operations Research, INFORMS, vol. 63(2), pages 269-286, April.
    21. Bucklin, Randolph E. & Sismeiro, Catarina, 2009. "Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 35-48.
    22. Felipe Caro & Victor Martínez-de-Albéniz, 2015. "Fast Fashion: Business Model Overview and Research Opportunities," International Series in Operations Research & Management Science, in: Narendra Agrawal & Stephen A. Smith (ed.), Retail Supply Chain Management, edition 2, chapter 0, pages 237-264, Springer.
    23. Jura Liaukonyte & Thales Teixeira & Kenneth C. Wilbur, 2015. "Television Advertising and Online Shopping," Marketing Science, INFORMS, vol. 34(3), pages 311-330, May.
    24. Wang Chi Cheung & David Simchi-Levi & He Wang, 2017. "Technical Note—Dynamic Pricing and Demand Learning with Limited Price Experimentation," Operations Research, INFORMS, vol. 65(6), pages 1722-1731, December.
    25. Stephen A. Smith & Dale D. Achabal, 1998. "Clearance Pricing and Inventory Policies for Retail Chains," Management Science, INFORMS, vol. 44(3), pages 285-300, March.
    26. Gabriel Bitran & René Caldentey, 2003. "An Overview of Pricing Models for Revenue Management," Manufacturing & Service Operations Management, INFORMS, vol. 5(3), pages 203-229, August.
    27. Ananth. V. Iyer & Mark E. Bergen, 1997. "Quick Response in Manufacturer-Retailer Channels," Management Science, INFORMS, vol. 43(4), pages 559-570, April.
    28. Kris Johnson Ferreira & Bin Hong Alex Lee & David Simchi-Levi, 2016. "Analytics for an Online Retailer: Demand Forecasting and Price Optimization," Manufacturing & Service Operations Management, INFORMS, vol. 18(1), pages 69-88, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fildes, Robert & Kolassa, Stephan & Ma, Shaohui, 2022. "Post-script—Retail forecasting: Research and practice," International Journal of Forecasting, Elsevier, vol. 38(4), pages 1319-1324.
    2. Zhou, Meihua & Angelopoulos, Spyros & Ou, Carol & Liu, Hongwei & Liang, Zhouyang, 2023. "Optimization of dynamic product offerings on online marketplaces: A network theory perspective," Other publications TiSEM 75d71155-88bf-4ff7-aba1-9, Tilburg University, School of Economics and Management.
    3. Ke Rong & Di Zhou & Xinwei Shi & Wei Huang, 2022. "Social Information Disclosure of Friends in Common in an E‐commerce Platform Ecosystem: An Online Experiment," Production and Operations Management, Production and Operations Management Society, vol. 31(3), pages 984-1005, March.
    4. Oliver Schaer & Nikolaos Kourentzes & Robert Fildes, 2022. "Predictive competitive intelligence with prerelease online search traffic," Production and Operations Management, Production and Operations Management Society, vol. 31(10), pages 3823-3839, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Georgia Perakis & Melvyn Sim & Qinshen Tang & Peng Xiong, 2023. "Robust Pricing and Production with Information Partitioning and Adaptation," Management Science, INFORMS, vol. 69(3), pages 1398-1419, March.
    2. Wen Chen & Adam J. Fleischhacker & Michael N. Katehakis, 2015. "Dynamic pricing in a dual‐market environment," Naval Research Logistics (NRL), John Wiley & Sons, vol. 62(7), pages 531-549, October.
    3. Gérard P. Cachon & A. Gürhan Kök, 2007. "Implementation of the Newsvendor Model with Clearance Pricing: How to (and How Not to) Estimate a Salvage Value," Manufacturing & Service Operations Management, INFORMS, vol. 9(3), pages 276-290, October.
    4. Nathan C. Craig & Ananth Raman, 2016. "Improving Store Liquidation," Manufacturing & Service Operations Management, INFORMS, vol. 18(1), pages 89-103, February.
    5. Fleischmann, M. & Hall, J.M. & Pyke, D.F., 2005. "A Dynamic Pricing Model for Coordinated Sales and Operations," ERIM Report Series Research in Management ERS-2005-074-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    6. Felipe Caro & A. Gürhan Kök & Victor Martínez-de-Albéniz, 2020. "The Future of Retail Operations," Manufacturing & Service Operations Management, INFORMS, vol. 22(1), pages 47-58, January.
    7. Wen Chen & Ying He, 2022. "Dynamic pricing and inventory control with delivery flexibility," Annals of Operations Research, Springer, vol. 317(2), pages 481-508, October.
    8. Mitra, Subrata, 2018. "Newsvendor problem with clearance pricing," European Journal of Operational Research, Elsevier, vol. 268(1), pages 193-202.
    9. Vincent C. Li & Yat-wah Wan & Chi-Leung Chu & Yi-Cheng Lin, 2020. "A Dynamic Programming-Based Heuristic for Markdown Pricing and Inventory Allocation of a Seasonal Product in a Retail Chain," Asia-Pacific Journal of Operational Research (APJOR), World Scientific Publishing Co. Pte. Ltd., vol. 37(01), pages 1-30, January.
    10. Hotle, Susan L. & Castillo, Marco & Garrow, Laurie A. & Higgins, Matthew J., 2015. "The impact of advance purchase deadlines on airline consumers’ search and purchase behaviors," Transportation Research Part A: Policy and Practice, Elsevier, vol. 82(C), pages 1-16.
    11. Gupta, Diwakar & Hill, Arthur V. & Bouzdine-Chameeva, Tatiana, 2006. "A pricing model for clearing end-of-season retail inventory," European Journal of Operational Research, Elsevier, vol. 170(2), pages 518-540, April.
    12. Marshall Fisher & Santiago Gallino & Jun Li, 2018. "Competition-Based Dynamic Pricing in Online Retailing: A Methodology Validated with Field Experiments," Management Science, INFORMS, vol. 64(6), pages 2496-2514, June.
    13. Marshall Fisher & Marcelo Olivares & Bradley R. Staats, 2020. "Why Empirical Research Is Good for Operations Management, and What Is Good Empirical Operations Management?," Manufacturing & Service Operations Management, INFORMS, vol. 22(1), pages 170-178, January.
    14. Serel, Dogan A., 2009. "Optimal ordering and pricing in a quick response system," International Journal of Production Economics, Elsevier, vol. 121(2), pages 700-714, October.
    15. Hemant K. Bhargava & Daewon Sun & Susan H. Xu, 2006. "Stockout Compensation: Joint Inventory and Price Optimization in Electronic Retailing," INFORMS Journal on Computing, INFORMS, vol. 18(2), pages 255-266, May.
    16. Geoffrey A. Chua & Yan Liu, 2019. "Sensitivity analysis on responsive pricing and production under imperfect demand updating," Naval Research Logistics (NRL), John Wiley & Sons, vol. 66(7), pages 529-546, October.
    17. Namin, Aidin & Ratchford, Brian T. & Soysal, Gonca P., 2017. "An empirical analysis of demand variations and markdown policies for fashion retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 126-136.
    18. Mattia Girotti & Richard Meade, 2017. "U.S. Savings Banks' Demutualization and Depositor Welfare," Working Papers 2017-08, Auckland University of Technology, Department of Economics.
    19. Chua, Geoffrey A. & Lim, Wei Shi & Yeo, Wee Meng, 2016. "Market structure and the value of overselling under stochastic demands," European Journal of Operational Research, Elsevier, vol. 252(3), pages 900-909.
    20. Wei Shi Lim, 2009. "Overselling in a Competitive Environment: Boon or Bane?," Marketing Science, INFORMS, vol. 28(6), pages 1129-1143, 11-12.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:popmgt:v:29:y:2020:i:11:p:2508-2531. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1111/(ISSN)1937-5956 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.