The impact of store flyers on store traffic and store sales: a geo-marketing approach
AbstractThis paper analyzes the impact of the composition of a retailers' weekly store flyer on store performance. The paper presents and tests propositions on how a store flyer's size, its average discount size, and the allocation of store flyer space to category and brand types, affects store traffic and sales. The moderating impact of location variables-socio-demographics of trading area inhabitants, characteristics of the store and competition-is also discussed and empirically tested. The outcomes provide key insights for retailers with regard to the financial ramifications of store flyer competition. (C) 2003 by New York University. Published by Elsevier Science. All rights reserved.
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Bibliographic InfoPaper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/98900.
Date of creation: 2003
Date of revision:
Publication status: Published in Journal of retailing (2003) v.79, p.1-16
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Web page: http://www.kuleuven.be
retailer promotions; store flyer; private labels; micro-marketing; price promotions; product categories; scanner data; consumer; brand; performance; behavior; retailer; elasticities; competition;
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ERS-2005-018-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
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- Béatrice Parguel & Ouidade Sabri-Zaaraoui & Aîda Mimouni, 2010. "Faut-il concevoir le prospectus en fonction de la fidélité du client à l'enseigne ?," Post-Print halshs-00634437, HAL.
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