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The impact of store flyers on store traffic and store sales: a geo-marketing approach

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Author Info

  • Gijsbrechts, E
  • Campo, Katia
  • Goossens, T
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    Abstract

    This 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 Info

    Paper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/98900.

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    Date of creation: 2003
    Date of revision:
    Publication status: Published in Journal of retailing (2003) v.79, p.1-16
    Handle: RePEc:ner:leuven:urn:hdl:123456789/98900

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    Web page: http://www.kuleuven.be

    Related research

    Keywords: 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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    Cited by:
    1. Cleeren, K. & Dekimpe, M.G. & Verboven, F., 2005. "Intra- and Inter-Channel Competition in Local-Service Sectors," Research Paper 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.
    2. Breugelmans, Els & Campo, Katia, 2008. "Can in-store displays improve category sales and brand market share in online stores? A study on the overall effectiveness and differences between display types in an online FMCG context," Research Memoranda 035, Maastricht : METEOR, Maastricht Research School of Economics of Technology and Organization.
    3. Haans, A.J. & Gijsbrechts, E., 2011. "One-deal-fits-all?: On category sales promotion effectiveness in smaller versus larger supermarkets," Open Access publications from Tilburg University urn:nbn:nl:ui:12-4643292, Tilburg University.
    4. Parguel, Béatrice & Sabri, Ouidade & Mimouni, Aîda, . "L'influence relative des caractéristiques perçues du prospectus sur son efficacité pour le distributeur," Open Access publications from Université Paris-Dauphine urn:hdl:123456789/7438, Université Paris-Dauphine.
    5. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    6. Béatrice Parguel & Ouidade Sabri-Zaaraoui & Aîda Mimouni, 2009. "L'influence relative des caractéristiques perçues du prospectus sur son efficacité pour le distributeur," Post-Print halshs-00636212, HAL.
    7. Breugelmans, Els & Campo, Katia, 2008. "Can in-store displays improve category sales and brand market share in online stores? A study on the overall effectiveness and differences between display types in an online FMCG context," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/202226, Katholieke Universiteit Leuven.
    8. 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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