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Accroître les taux de réponse des sollicitations promotionnelles en vente à distance. Proposition d’une segmentation concomitante des clients et des offres

Author

Listed:
  • Laurent Carpentier

    (RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille)

  • Dominique Crié

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

Increase the response rate to promotional offers in the mail-order business: a twofold segmentation approach Despite the increase of promotional offers sent by mailing, the models of segmentation used by firms show some shortcomings. In order to more effectively manage the heterogeneity of customer responses to mail-order offers, a segmentation method based on latent class analysis is used. The outcomes of this study highlight that to improve offer targeting and to increase response rates, companies should apply a concomitant segmentation of customer and promotional offers.

Suggested Citation

  • Laurent Carpentier & Dominique Crié, 2015. "Accroître les taux de réponse des sollicitations promotionnelles en vente à distance. Proposition d’une segmentation concomitante des clients et des offres," Post-Print hal-02309853, HAL.
    • Handle: RePEc:hal:journl:hal-02309853
    DOI: 10.7193/DM.079.75.91
    as

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