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

Gijsbrechts, Els; Campo, Katia; Goossens, Tom

doi:10.1016/s0022-4359(03)00006-x

Cited by 134 publications

(102 citation statements)

References 57 publications

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“…Together, the studies provide somewhat mixed evidence on the moderating impact of store size. Whereas Boatwright et al (2004) do not find any influence; Montgomery (1997), Hoch et al (1995) and Gijsbrechts et al (2003) report significant negative effects of store size. Ailawadi et al (2006) postulate a positive influence, yet observe a small negative impact of store square footage on promotion lift.…”

Section: Available Literaturementioning

confidence: 65%

“…While it is well documented that promotion effectiveness varies with chain and shopping pattern characteristics (Gijsbrechts et al 2003;Mittal 1994;Montgomery 1997;Shankar and Krishnamurthi 1996), only few studies have focused on the relation between promotion effectiveness and store size within a chain -that is, controlling for chain and format characteristics. Table 1 lists key papers on this topic.…”

Section: Available Literaturementioning

confidence: 99%

See 1 more Smart Citation

“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets

Haans

Gijsbrechts

2011

Journal of Retailing

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Section: Available Literaturementioning

confidence: 65%

Section: Available Literaturementioning

confidence: 99%

“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets

Haans

Gijsbrechts

2011

Journal of Retailing

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“…Por otra parte, los consumidores más sensibles a los precios tienden a buscar y analizar más informaciones sobre precios (Miranda y Kónya, 2007;Gijsbrechts et al, 2003), bien para utilizarlas en sus decisiones de compra actuales, bien para almacenarlas en su memoria en espera de nuevas decisiones de compra (Zentes et al, 2007). Dicho conocimiento puede ser, por tanto, el resultado de un aprendizaje intencional -realización de un esfuerzo de aprendizaje y memorización consciente-o de un aprendizaje incidental -como resultado fortuito del uso de la información- (Binkley y Bejnarowicz, 2003;Crespo y Del Barrio, 2010;Urbany et al, 1996).…”

Section: Fundamentos Teóricos E Hipótesisunclassified

Antecedents and consequences of price promotions effectiveness

Díaz¹,

Cataluña²

2012

cuadernosgestion

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Resumen: Partiendo de un enfoque de orientación al mercado, el presente trabajo analiza la influencia que ejercen diversos factores sobre la efectividad de las promociones basadas en precios. Dichos factores están relacionados tanto con el comportamiento de compra (importancia del precio dentro del proceso de decisión y nivel de conocimiento de los precios que poseen los compradores) como con las características socioculturales y demográficas de los consumidores (sexo, nivel de formación y nivel de ingresos). El trabajo empírico desarrollado, basado en una muestra de 600 consumidores, ha permitido trazar un perfil que define a los consumidores más proclives a sentirse atraídos por los precios promocionales. Palabras clave:Promociones, precios, consumidor, comportamiento de compra. Abstract:From an approach of market orientation, the present research analyzes the influence of several factors on the efficiency of price promotions. The above mentioned factors are related to purchase behavior (the importance of price in the decision process and the consumers' level of price knowledge), as well as to the sociocultural and demographic characteristics (gender, education level, and income level). The empirical study developed, based on a sample of 600 consumers, has allowed to draw a common profile for consumers who are attracted to price promotions sales.

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“…For Burton (1999), the key purpose of promotional flyers is to channel consumer purchasing, although there are others associated with the use of promotions as a communication tool. Gijsbrechts (2003) focuses on the analysis of flyers with regards to the size and value of the promotions, the categories included, and the criteria of the brand presence. Volle (1997) explains the elements that make up the promotional strength valuing a flyer for its visual and written elements so as to focus on the qualities being communicated.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Retail Brand Building Through Promotional Communication: A Study That Focuses on Category Killers Promotional Flyers

2011

CBR

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Strong competition in retail distribution and the development of new purchasing options for the consumer generate a growing need to strengthen the retailers' brand image using all the communication elements, with promotional flyers being one of the most important ways to do this. Promotional flyers make-up 5.1% of the money spent on communication and rank third place in terms of importance for retailers. The aim of this investigation work is to focus on analysing the utility of a promotional tool, such as a flyer, to fulfil a strategic objective, like creating a retail brand image, within a modern dynamic sector that is growing fast, such as Category Killers. Two sources of information have been used to carry out the research. On the one hand, a survey conducted on those responsible for the definition and execution of the promotional plan, and on the other hand, the accumulation and analysis of all the flyers issued into the market thought-out a year by those retailers which belong to this format, in order to conduct a study of seven defined image indicators. This information has been largely analyzed using multidimensional scaling method and chi-square test. As a result, we have managed to gather the differential elements in flyers execution between those retailers that prize the communications of image attributes and those retailers which concentrate on communicating price. The first group makes greater use of promotional theme related flyers, and shows greater differentiation in both product assortment and the depth of the range being communicated.

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

Cited by 134 publications

References 57 publications

“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets

“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets

Antecedents and consequences of price promotions effectiveness

Retail Brand Building Through Promotional Communication: A Study That Focuses on Category Killers Promotional Flyers

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