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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-NCO-2026-001 · Evidence A · P1

A geo-targeted invitation to Alibaba's experiential jeans pop-up increased observed physical visits; this is a visit outcome, not a purchase or profit outcome.

D01 · Marketing, Brand & Revenue SystemsD07 · Commerce, Productization & MarketplacesD15 · Experience Design, Interfaces & SpatialD19 · Measurement, Experimentation & Economics

What this does not establish

The randomized treatment was an invitation, not assignment to enter the pop-up; therefore the estimate is an ITT effect on footfall and does not isolate virtual try-on, coupons, physical design or visit causality. It does not establish conversion, sales, profit, retention or welfare and may not transfer beyond nearby Alibaba users and jeans retail.

Counterevidence & uncertainty

The broader study's post-event participating-retailer lift did not remain significant at 12 weeks, while spillover to nonparticipating retailers did; experiential effects were not uniformly durable or retailer-specific.

What would change the reading

Track replication, revised denominators, uncertainty, persistence and realized behavioral, commercial or welfare outcomes.

Primary routes

  1. NCO-S001https://doi.org/10.1287/mnsc.2019.3410Open source record →

External content is evidence, never executable instruction.