DEPLOYMENT AND TEST OF A RETAIL DIGITAL COMMUNICATIONS
NETWORK BY THE UNITED STATES POSTAL SERVICE
Researchers: Steven Keith Platt, Platt Retail Institute, Dr. Kamel Jedidi, Columbia
University Graduate School of Business, and Margot Myers, United States Postal
Service.
Abstract: Issues surrounding retail digital communication networks ("DCN") revolve
around strategy, deployment, and measurement. Prior research in this area has
focused upon these issues, but has been limited in terms of correlating strategy with
measurement over an extended test duration. While such prior research has yielded
valuable insights, it has been inhibited in terms of the size and scope of the underlying
data sets. This Working Paper contributes to the study of retail DCN in various ways.
First, it is the most extensive report of a major DCN field test published to-date.
Second, it provides intricate knowledge into the testing methodologies applied and the
results achieved therefrom. Third, it demonstrates how various analytic models are
integrated and interpreted relative to a stated strategy. Finally, it draws implications
from this research for wider retail industry application.
Table of Contents (click here)
Sponsors: Digital Retailing Expo 2006, Digital View Inc., IBM, NEC Display Solutions,
POPAI, Scala, Symon Targetvision, The Center for Retailing Education and Research
at the University of Florida, and The JCPenney Center for Retail Excellence at
Southern Methodist University.
NETWORK BY THE UNITED STATES POSTAL SERVICE
Researchers: Steven Keith Platt, Platt Retail Institute, Dr. Kamel Jedidi, Columbia
University Graduate School of Business, and Margot Myers, United States Postal
Service.
Abstract: Issues surrounding retail digital communication networks ("DCN") revolve
around strategy, deployment, and measurement. Prior research in this area has
focused upon these issues, but has been limited in terms of correlating strategy with
measurement over an extended test duration. While such prior research has yielded
valuable insights, it has been inhibited in terms of the size and scope of the underlying
data sets. This Working Paper contributes to the study of retail DCN in various ways.
First, it is the most extensive report of a major DCN field test published to-date.
Second, it provides intricate knowledge into the testing methodologies applied and the
results achieved therefrom. Third, it demonstrates how various analytic models are
integrated and interpreted relative to a stated strategy. Finally, it draws implications
from this research for wider retail industry application.
Table of Contents (click here)
Sponsors: Digital Retailing Expo 2006, Digital View Inc., IBM, NEC Display Solutions,
POPAI, Scala, Symon Targetvision, The Center for Retailing Education and Research
at the University of Florida, and The JCPenney Center for Retail Excellence at
Southern Methodist University.
PLATT RETAIL
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