The Economic Benefits to Retailers from Customer Participation in Proprietary Web Panels

- We examine ways in which retailers benefit economically from creating web panels.
- A quasi-field experiment reveals significant economic benefits to the retailer.
- Participating customers increased orders by 17 percent and cross-buying by 14 percent.
- Participating customers also increased their profitability by an average of 36 percent.
- We find that answering more surveys leads to increased purchasing behavior.