L'approccio customer-focused alla misura dell'efficacia della promozione al consumo

L?approccio customer-focused alla misura dell?efficacia della promozione al consumo (di Cristina Ziliani) - ABSTRACT: This paper is concerned with the proposal for a new approach to measuring the effectiveness of consumer promotions, enabled by individual customer information collected via loyalty cards. Our research has three goals: 1) To discuss the complexity associated with measuring promotional effectiveness and the limits of current methodologies; 2) To propose a new customer-focused approach to promotion measurement as opposed to the current product-focused perspective and demonstrate that it expands the measurability of promotional effects in three dimensions: objectives, in that not only sales volume and market share effects can be tracked, but also customer-specific and assortment-wide effects; time, in that promotional effects can be monitored for longer periods of time and the fulfilment of long-term goals can be measured; space: thanks to geo-marketing analysis, sense can be made of the variability of promotional response in different retail markets, channels and outlets. 3)To suggest implications for further research of the adoption of a customer-focused approach to promotions for retailer-supplier relationships.