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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/2279

Title: Direct and indirect effects of retail promotions on sales and profits in the do-it-yourself market
Authors: Van den Poel, D
De Schamphelaere, J
WETS, Geert
Issue Date: 2004
Abstract: In this study, we measure complementary effects of retail promotions for a large number of product pairs. For this, we make use of market basket analysis. We argue that failing to take these cross-effects into consideration, may lead retail managers to severely underestimate the impact of promotional efforts. Moreover, we provide guidelines for optimizing promotional strategies. To this end, we introduce lift, a measure for the strength of a complementary relationship, as a moderator in explaining the variation in complementary effects of retail promotions across product pairs. We show that the stronger the complementary relationship (higher lift), the stronger is the cross-impact of retail promotions. However, in case of simultaneously promoting two complementary products, larger promotional impact is seen when weaker product pairs (lower lift) are considered. (C) 2004 Elsevier Ltd. All rights reserved.
Notes: State Univ Ghent, Dept Mkt, B-9000 Ghent, Belgium. Limburgs Univ Ctr, B-3590 Diepenbeek, Belgium.Van den Poel, D, State Univ Ghent, Dept Mkt, Hoveniersberg 24, B-9000 Ghent, Belgium.dirk.vandenpoel@ugent.be geert.wets@luc.ac.be
URI: http://hdl.handle.net/1942/2279
DOI: 10.1016/j.eswa.2003.12.003
ISI #: 000221034500005
ISSN: 0957-4174
Category: A1
Type: Journal Contribution
Validation: ecoom, 2005
Appears in Collections: Research publications

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