Quelles perspectives de développement pour les prospectus promotionnels des distributeurs ?

Volle, Pierre

doi:10.7193/dm.012.39-48

Cited by 11 publications

(3 citation statements)

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“…On the other hand, it is clear that in the words of our interviewees "flyers cannot be done away with" (category manager-manufacturer), because they are a major negotiation factor with suppliers, who provide generous funding, resulting in the flyer being a "profit centre for the company" (marketing manager-retailer), and "proof of buyer's skills and power in the organisation" (marketing manager-retailer). This view is confirmed in the literature (Volle, 1997;Arnold et al, 2001;Mimouni-Chaabane et al, 2010). Manufacturers, on the other hand, say that flyers are crucial because they are "one of the few opportunities for customers to be closely exposed to the product, its shape, colour, brand name, in relative isolation from competitors in the category" (category manager-manufacturer and market analyst) and by funding flyers they foster good relationships with retailers.…”

Section: Findings: Relevance Of Flyer To Retailers and Manufacturers And Resistance To Innovationmentioning

confidence: 85%

“…In 2000, flyers accounted for 40 per cent of the average retail marketing budget in Italy, where they now account for 50 per cent, while in France they now account for 60 per cent and in the USA 65 per cent (De Camillis, 2012). Flyers are a crucial retail promotion tool because they influence shoppers both at home and in store and are source of marketing contributions from manufacturers who also rely heavily on them to reach consumers directly (Srinivasan et al, 1995;Volle, 1997;Arnold et al, 2001;Mimouni-Chaabane et al, 2010).…”

Section: Introductionmentioning

confidence: 99%

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Retail shopper marketing: the future of promotional flyers

Ziliani

Ieva

2015

International Journal of Retail &Amp; Distribution Management

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Access to this document was granted through an Emerald subscription provided by emeraldsrm:198285 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to evaluate the recent evolution of store flyers to illustrate how a tool of traditional marketing can be applied to generate insight on customer "couch-to-cart" behaviour thus supporting an innovating shopper marketing approach. The authors support this position by elaborating on three themes: first, the recent evolution of flyers, driven by incorporation of customer insight derived from loyalty data and by new features enabled by flyer digitalization; second, the evolution of the flyer planning and management process, related to opportunities and challenges in the retailer organisational structure; and third, the rise of online flyer aggregators. Design/methodology/approach -The authors used field interviews. The authors included the perspectives of different subjects involved in planning and delivering flyer-based promotions. Secondary data were also collected regarding flyer activities of a sample of 67 retail groups across 15 countries and four industries. Findings -Critical aspects of flyers as retail marketing tools emerged. The authors found that there are changes taking place in flyer-based promotion caused by "fertilisation" by loyalty data and digital that have not been captured by research so far. Retailers are experimenting with flyer aggregators. These infomediaries generate new insight on various aspects of the shopping cycle. Retailers can use these metrics to improve flyer strategy and negotiation with suppliers. The authors shed light on obstacles that prevent exploitation of shopper marketing benefits and value. Among the managerial challenges the authors found retailer organisation and management and functional integration.Research limitations/implications -The paper points to four areas for future research: promotion innovation, electronic intermediaries, marketing organisation and competition. Research questions are suggested. Practical implications -This study contributes to retail management by identifying best practices that support promotional campaign development in a shopper marketing perspective. T...

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Section: Findings: Relevance Of Flyer To Retailers and Manufacturers And Resistance To Innovationmentioning

confidence: 85%

Section: Introductionmentioning

confidence: 99%

Retail shopper marketing: the future of promotional flyers

Ziliani

Ieva

2015

International Journal of Retail &Amp; Distribution Management

View full text Add to dashboard Cite

show abstract

“…Research on printed catalogues was dense until the mid-2010's. It has tackled both theoretical and practical issues, such as attractiveness and intrinsic/extrinsic characteristics, consultation experiences, their influence on purchase or brand; their role and consequences for information search processes, and motivations to shop or purchase by catalogue (Chaabane et al, 2010;Eastlick et al, 1993;Fodness and Murray, 1999;Gehrt and Carter, 1992;Gehrt et al, 1996;George et al, 2013;Gijsbrechts et al, 2003;Goossens,1994;Kumar and Venkatesan, 2005;Kumar et al, 2008;Mathwick et al, 2001;Parguel et al, 2010;Reinartz and Kumar, 2003;Schulz et al, 2007;Venkatesan and Kumar, 2004;Volle, 1997). As shown more recently, catalogues also can be used for high quality content marketing (Yohn, 2015).…”

Section: Catalogues: From Print To Digital and Enrichedmentioning

confidence: 99%