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With free delivery of products virtually being a standard in E-commerce, product returns pose a major challenge for online retailers and society. For retailers, product returns involve significant transportation, labor, disposal, and administrative costs. From a societal perspective, product returns contribute to greenhouse gas emissions and packaging disposal and are often a waste of natural resources. Therefore, reducing product returns has become a key challenge. This paper develops and validates a novel smart green nudging approach to tackle the problem of product returns during customers’ online shopping processes. We combine a green nudge with a novel data enrichment strategy and a modern causal machine learning method. We first run a large-scale randomized field experiment in the online shop of a German fashion retailer to test the efficacy of a novel green nudge. Subsequently, we fuse the data from about 50,000 customers with publicly-available aggregate data to create what we call enriched digital footprints and train a causal machine learning system capable of optimizing the administration of the green nudge. We report two main findings: First, our field study shows that the large-scale deployment of a simple, low-cost green nudge can significantly reduce product returns while increasing retailer profits. Second, we show how a causal machine learning system trained on the enriched digital footprint can amplify the effectiveness of the green nudge by “smartly” administering it only to certain types of customers. Overall, this paper demonstrates how combining a low-cost marketing instrument, a privacy-preserving data enrichment strategy, and a causal machine learning method can create a win-win situation from both an environmental and economic perspective by simultaneously reducing product returns and increasing retailers’ profits.
Advances in Machine Learning (ML) led organizations to increasingly implement predictive decision aids intended to improve employees’ decision-making performance. While such systems improve organizational efficiency in many contexts, they might be a double-edged sword when there is the danger of a system discontinuance. Following cognitive theories, the provision of ML-based predictions can adversely affect the development of decision-making skills that come to light when people lose access to the system. The purpose of this study is to put this assertion to the test. Using a novel experiment specifically tailored to deal with organizational obstacles and endogeneity concerns, we show that the initial provision of ML decision aids can latently prevent the development of decision-making skills which later becomes apparent when the system gets discontinued. We also find that the degree to which individuals 'blindly' trust observed predictions determines the ultimate performance drop in the post-discontinuance phase. Our results suggest that making it clear to people that ML decision aids are imperfect can have its benefits especially if there is a reasonable danger of (temporary) system discontinuances.
The present study investigates the moderating effect of usage intensity of the social networking site (SNS) Instagram (IG) on the influence of advertisement disclosure types on advertising performance. A national sample (N = 566) participated in a randomized online experiment including a real influencer and followers in order to investigate how different advertisement disclosure types affect advertising performance and how usage intensity moderates this effect. We find that disclosing an influencer’s postings with “#ad” increases the trustworthiness of the influencer and the general credibility of the posting for heavy users, but not for light users. Followership of a user has been found to strongly improve all researched variables (attitude toward product placement, trustworthiness of the spokesperson and general credibility of the posting). This study adds to literature the first distinction on heavy and light usage intensity, and on followership of an IG user when regarding the effects of advertisement disclosure types on advertising performance. To conclude, we present a number of recommendations regarding how advertisers, influencers, and SNS providers should develop strategies for monitoring, understanding, and responding to different social media users, e.g., to closely monitor an influencer’s audience to identify heavy users and optimally target them.
Business practitioners increasingly use Artificial Intelligence (AI) applications to assist customers in making decisions due to their higher prediction quality. Yet, customers are frequently reluctant to rely on advice generated from machines, especially when their decision is at stake. Our study proposes a solution, which is to bring a human expert in the loop of machine advice. We empirically test whether customers are more accepting expert-AI collaborative advice than expert or AI advice.