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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 | Publisher: | PERGAMON-ELSEVIER SCIENCE LTD | Source: | EXPERT SYSTEMS WITH APPLICATIONS, 27(1). p. 53-62 | 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 | Keywords: | association rules; lift; complementary products; marketing | Document URI: | http://hdl.handle.net/1942/2279 | ISSN: | 0957-4174 | e-ISSN: | 1873-6793 | DOI: | 10.1016/j.eswa.2003.12.003 | ISI #: | 000221034500005 | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2005 |
Appears in Collections: | Research publications |
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