ABSTRACT
Every statistical design requires adaptation to t the problem at hand. Little of this adaptation requires any new theoretical work. Simultaneous design solves a class of problem that arises oen, using no new theory. Retailing provides a good example of the problem class. Consumers browse and buy products from more than one sales channel: stores, online, and outlets, perhaps also with catalog sales. us there are three to four sales channels. e problem is to decide which marketing, advertising, merchandising, sales, and delivery tactics will be optimal. It’s also important
not to cannibalize one channel for another. In retailing, solutions to this problem are known as cross-channel (or multichannel) optimization.
