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Innovation in Brand Promotion: Reacting to the Economic Crisis with Digital Channels and Customer Insight

In: National Brands and Private Labels in Retailing

Author

Listed:
  • Cristina Ziliani

    (Università di Parma)

  • Marco Ieva

    (Università di Parma)

Abstract

Despite increases in promotional pressure by manufacturers and retailers to counter the effects of the economic crisis, promotional effectiveness is decreasing. Brands are reacting by experimenting with innovation in promotion, enabled by new digital channels, customer insight derived from individual customer information and new intermediaries. We respond to a call for research on promotion innovation (Grewal et al., 2011) by analyzing the post crisis promotional scenario. We see it shaped by the convergence of three industries: loyalty, payments and apps. Players and solutions from these three areas are merging to make a blend of loyalty and price promotion available for brands to deliver over digital channels and in targeted ways. We discuss managerial implications and new research opportunities.

Suggested Citation

  • Cristina Ziliani & Marco Ieva, 2014. "Innovation in Brand Promotion: Reacting to the Economic Crisis with Digital Channels and Customer Insight," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Irene Esteban-Millat & Juan Antonio Mondéja (ed.), National Brands and Private Labels in Retailing, edition 127, pages 151-159, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-07194-7_15
    DOI: 10.1007/978-3-319-07194-7_15
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    Cited by:

    1. Jiang, Yangyang & Stylos, Nikolaos, 2021. "Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during COVID-19 pandemic," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    2. Dario Dunkovi? & Antonia Petravi? Cili, 2017. "Retailer pricing strategy: diffuse coupons effects contingent on store format," Proceedings of Business and Management Conferences 5207242, International Institute of Social and Economic Sciences.

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