Implications of "online-to-store" on retailers' pricing strategy and consumers' demand allocation

As internet retailing has become increasingly prevalent, firms have continued to innovate by adopting multi-channel strategies. One of these innovations is the introduction of a distribution channel, commonly known as site-to-store or online-to-store, where consumers can purchase online and pick up in-store. In this project, our focus is on understanding the effects of the site-to-store channel on the retailer's pricing strategy, profitability, and demand realization.