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

E Gijsbrechts, K Campo, T Goossens - Journal of retailing, 2003 - Elsevier
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 …
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