Pricing Decisions and Game Analysis on Advanced Delivery and Cross-Channel Return in a Dual-Channel Supply Chain System

Advanced delivery and cross-channel return are new phenomena in Omni-channel marketing. This paper studies a dual-channel supply chain system composed of one online retailer, one physical store, and their ordinary manufacturer. It intends to explore the pricing decisions of retailers under four scenarios concerning the question whether deliver goods in advance and use cross-channel return. We analyze the impact of the operation costs of physical stores and the transportation costs of the online retailer on the above strategies, and with numerical examples, analyze the impact of consumers' perceived value on the profits of each scenario. The results show that the default rate of consumers' unpaid balance and the cross-channel return rate directly influences the online retailer's strategy choice. The pricing of the physical store is related to the proportion of unpaid balance and return rate of the online retailer. Customers' perceived value brought by advanced delivery leads to profit changes in supply chain members and is influenced by the online retailer's cross-channel return strategy.