measuring the effect of waiting time on customer purchases
DESCRIPTION
Measuring the Effect of Waiting Time on Customer Purchases. Andrés Musalem Duke University. Agenda. Background My research Measuring the effect of waiting time on customer purchases. Background:. Santiago, Chile. Ind. Engineering MBA, U. of Chile. Ph.D., Wharton. - PowerPoint PPT PresentationTRANSCRIPT
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Measuring the Effect of Waiting Time on Customer Purchases
Andrés Musalem Duke University
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Agenda
• Background• My research• Measuring the effect of waiting
time on customer purchases
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Background:
Santiago, Chile
Ph.D., Wharton
Ind. Engineering MBA, U. of Chile
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Teaching Interests:
• Market Research (U. Chile) • Pricing (Wharton)• Marketing Management (WEMBA, CCMBA, MEM)• GATE: Global academic travel experience (Daytime MBA)
– South America• Product Management (WEMBA, CCMBA)• Marketing Practicum (Daytime MBA):
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My research: Quantitative Marketing
• Mathematical models to study:– How consumers react to coupon promotions?
• Implications for targeting– How consumers react to out of stocks?
• Implications for inventory planning– How consumers react to waiting time?
• Implications for customer service– How to estimate demand for products not yet introduced in a market?
• Implications for assortment/product line decisions– How should firms make efforts to attract or retain customers?– How should firms manage customer expectations?
• underpromise and overdeliver?
Data driven
Game Theory
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Measuring the Effect of Waiting Time on Customer Purchases
Andrés Musalem Duke University
Joint work with Marcelo Olivares, Yina Lu (Decisions Risk and Operations, Columbia Business School), and Ariel Schilkrut (SCOPIX).
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RETAIL DECISIONS & INFORMATION
Point of Sales Data Loyalty Card / Customer Panel Data Competitive Information (IRI, Nielsen) Cost data (wholesale prices, accounting)
Customer Experience, Service
Assortment Pricing Promotions
Lack of objective data Surveys:
Subjective measures Sample selection
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Operations Management Literature
• Research usually focuses on managing resources to attain a customer service level– Staff required so that 90% of the customers wait less than 1 minute– Number of cashiers open so that less than 4 customers are waiting in
line.– Inventory needed to attain a 95% demand fill rate.
• How would you choose an appropriate level of service?– Trade-off: operating costs vs service levels– Link between service levels and customer purchase behavior
Research Goal
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Real-Time Store Operational Data: Number of Customers in Line
• Snapshots every 30 minutes (6 months)
• Image recognition to identify: number of people
waiting number of servers
+• Loyalty card data
UPCs purchased prices paid Time stamp
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Visit Store
Join Deli
Deli Ham
Ham SKU 1
Ham SKU 2
…
Ham SKU nDeli Turkey
Deli Olive
Deli Ci
Purchase prepackaged
Prepackaged Ham
Ham SKU n+1
Ham SKU n+2
…Prepackaged Turkey
Prepackaged Olive
Prepackaged Ci
Outside good
Modeling Customer Choice
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Require waiting (W)
No waiting
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Visit Store
Join Deli
Deli Ham
Ham SKU 1
Ham SKU 2
…
Ham SKU nDeli Turkey
Deli Olive
Deli Ci
Purchase prepackaged
Prepackaged Ham
Ham SKU n+1
Ham SKU n+2
…Prepackaged Turkey
Prepackaged Olive
Prepackaged Ci
Outside good
Modeling Customer Choice
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Require waiting (W)
No waiting
Waiting cost for products in W
Consumption rate & inventoryPrice sensitivity
PRICE INV
+1[ ] ( , ) T
price CR INVijv j i jv i iv
q Ti iv iv v ijv
U CR
j W f Q E
consumerproductvisit
Seasonality
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Matching Operational Data with Customer Transactions• Issue: do not know what the queue looked like (Q,E) when a
customer visited the deli section
• Use marketing and operations management tools to model the evolution of the queue between snapshots (e.g., 4:45 and 5:15):– Choice Models: how likely is a customer to join the line if Q customers
are waiting?– Queuing theory: how many customers will remain in the queue by the
time a new customer arrives?
4:15 4:45 5:15 5:45
ts: cashier time stamp
QL2(t), EL2(t)
QL(t), EL(t) QF(t), EF(t)
ts
Queue length
Number of employees
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RESULTS
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Results: What drives purchases?
• Customer behavior is better predicted by queue length (Q) than expected waiting time (W, which is proportional to Q/E)
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Question:
• Consider two hypothetical scenarios:– What if we double the number of employees behind the counter?– What if the length of the line is reduced from 10 to 5 customers?
• Both half the expected waiting time, but which one would have a stronger impact on customer purchase behavior?
• What’s the implication?
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> Single line checkout for faster shopping
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Managerial Implications: Combine or Split Queues?• Pooled system: single queue with c servers
• Split system: c parallel single server queues, customers join the shortest queue (JSQ)
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Managerial Implications: Combine or Split Queues?• Pooled system: single queue with c servers
• Split system: c parallel single server queues, customers join the shortest queue (JSQ)
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– Pooled system is more efficient in terms of average waiting time– In split system, individual queues are shorter => If customers react to
length of queue, this can help to reduce lost sales (by as much as 30%)
Managerial Implications: Combine or Split Queues?
congestion congestion
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Estimated Parameters
•Effect is non-linear• Increase from Q=5 to 10 customers in line
=> equivalent to 1.7% price increase• Increase from Q=10 to 15 customers in line
=> equivalent to 5.5% price increase
•Negative correlation between price & waiting sensitivity
•Pre-packaged products don’t help much.• Attract only 7% of deli lost sales when Q=5 -> Q=10
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Waiting & Price Sensitivity
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Waiting & Price Sensitivity
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Managerial Implications: Category Pricing• Example:
– Two products H and L with different qualities and prices: pH > pL
– Customers sensitive to price are insensitive to waiting and vice versa.– What if we offer a discount on the price of the L product?
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Congestion & Demand Externalities
$$$$$$ $
$ $$$$ $$
$$
$$$$ $
Price Discount on Product L
$
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Managerial Implications: Category Pricing• Example:
– Two products H and L with different prices: pH > pL
– Customers sensitive to price are insensitive to waiting and vice versa.– What if we offer a discount on the price of the L product?– If price and waiting sensitivity are negatively correlated, a significant fraction of H customers
may decide not to purchase
Correlation between price and waiting sensitivity -0.9 -0.5 0 0.5 0.9
Waiting None - - -0.04 - -Sensitivity Medium -0.34 -0.23 -0.12 -0.05 -0.01
Heterogeneity High -0.74 -0.45 -0.21 -0.07 -0.01
Cross-price elasticity of demand: % change in demand of H product after 1% price reduction on L product
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Conclusions
• New technology enables us to better understand the link between service performance and customer behavior
• Estimation challenge: limited information about the queue– Combine choice models with queuing theory
• Results & implications:– Consumers act as if they consider queue length, but not speed of service >
Consider splitting lines or making speed more salient– Price sensitivity negatively correlated with waiting sensitivity > Price
reductions on low priced products may generate negative demand externalities on higher price products
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QUESTIONS?
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Queues and Traffic: Congestion Effects
Queue length and transaction volume are positively correlated due to congestion
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Summary Statistics
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Model Estimation Details
1. Customer arrival rate (¸): store traffic data2. Service rate (¹): given ¸ and an initial guess of utility model
we estimate ¹ by matching the observed distribution of queue lengths with that implied by the Erlang model.
3. Queue length: Given ¹ and ¸, and the initial guess of utility model we estimate the queue length that customers faced (integrating the uncertainty about the time when they visited the deli).
4. The estimated queue lengths is used to estimate the probability of a customer joining the queue.
5. The process can be repeated until utility converges.
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Empirical vs Theoretical Queue distributions:
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Marketing and other disciplines
MarketingEconomics
Psychology
Engineering
Sociology
Statistics
Ethnography
competition
sales force allocation
consumer decisions
demand forecast
in-depth consumer research
word of mouth
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Help Vinay & Sameer
Marketing Management
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3C’s STP+4P’s Angiomax
:What price
would you charge?Why Teams Vinay
and Sameer’s social media
approach was successful?
Would you improve
Starbucks’ service?
Unilever: Should
Unilever introduce
a new product in
Brazil?
Hulu: Ads vs No Ads?
How would you promote the Ford Ka?
Molson: Why the social
media campaign was
not successful?
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Purchase probability versus queue length and number of employees