Retail shopper marketing: the future of promotional flyers

Abstract

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...

Advances in National Brand and Private Label Marketing

“…Today an increasing number of retailers and brands are investing in digital flyers, as consumers show they are willing and interested in browsing them (Ziliani and Ieva 2015). For instance, within Cluster 5, customers in the control group purchase more flyer-promoted products than those assigned to the flyer group.…”

Understanding the impact of store flyers on purchase behaviour: An empirical analysis in the context of Spanish households

“…The increasing use of store flyers is due, in part, to the fact that they influence shoppers both at home and in store (Ziliani and Ieva, 2015). In addition, store flyers, as a special form of advertising (Burton et al, 1999), allow retailers to naturally present denser information than most advertising exposure situations in order to promote more products or to use the advertising space available for other design elements (Swoboda et al, 2010: 594).…”

“…In particular, store flyers represent one of the most important media for featuring retail and manufacturer promotions in many countries MimouniChaabane et al, 2010;Volle, 2001;Ziliani and Ieva, 2015). US targeted at private households or firms".…”

The Relevance of Shopper Marketing Touchpoints: An Empirical Study on Wine Choice in Restaurants

“…Shopper marketing is "the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path-to-purchase, from the point at which the motivation to shop first emerges through purchase, consumption, repurchase, and recommendation" (Shankar et al, 2011, p. 29). Shopper marketing is not opposed to traditional marketing, on the contrary, is compatible with traditional marketing tools (Ziliani & Ieva, 2015), but it implies a more holistic approach along the several touchpoints on the entire path to purchase.…”