Effective Retail Promotion Management: Use of Point of Sales Information Resources

Abstract

The increasing availability of customers' transaction level data at the point of sale (POS) in electronic form in various stores in India is opening up important arenas in marketing analytics that can enhance business dicision-making process. This paper discusses the strategic role that management of customer information resources can play for the growth and sustenance of business. This paper also provides examples of simple analysis using POS data that can directly aid practising managers in their strategic and tactical decision-making.

Buying behaviour of rural and urban consumers in India: the impact of packaging

“…Over the years, the retailing infrastructure that has proliferated in India is characterized by a high degree of fragmentation as compared with many developed nations. There are an estimated 10 million operational retail outlets in India, of which 68% are in rural areas (Banerjee and Banerjee, 2000). The challenge lies in identifying the key drivers that steer the Indian consumers' perception and behaviour when it comes to their shopping needs (Banerjee and Banerjee, 2000).…”

“…There are an estimated 10 million operational retail outlets in India, of which 68% are in rural areas (Banerjee and Banerjee, 2000). The challenge lies in identifying the key drivers that steer the Indian consumers' perception and behaviour when it comes to their shopping needs (Banerjee and Banerjee, 2000). About a half of India's rural population do not have access to good roads and infrastructure.…”

Price Thresholds in a Promotion Intensive Retail Environment: Implications on Consumer Purchase Behaviour and Managerial Insights

“…Evidently, management practitioners and researchers in India will have to invest in the information gathering mechanisms to validate and measure the intensity of this phenomenon prior to any analytical model development in the lines suggested in this article (Banerjee and Banerjee, 2000). Research agencies in the US, such as IRI and AC Nielsen, have been collecting and analysing panel data on retail transactions along with marketing mix variables for over 15 years.…”

“…The article also indicates the type of information sources that Indian retail managers must consider investing in to help them understand, analyse, and resolve point of sale consumer behavior. A more detailed exposition of this is presented elsewhere (Banerjee and Banerjee, 2000).…”

“…It must be pointed out, at the outset, that sales promotions in the retail environment are induced .by increased competition among retail stores to attract customers as well as competition among manufacturers to entice retailers to push their respective brands in the market. With the incidence of organized retailing steadily catching up in India, and the advent of fair amount of retail competition among the big players, especially in the metros in the south (food and grocery category), issues such as the above which have confounded managers in more developed markets of the west will also be significant issues to deal with in India (Banerjee and Banerjee, 2000).…”