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

How store flyers design affect perceived variety of retailers’ assortment

“…They are also demanding in terms of retailers' promotional decisions (Gijsbrechts et al, 2003), with considerable annual investments. In some countries (e.g., France and Italy), investments in store flyers were over 1 billion € in 2012, more than 50% of retailers' total marketing expenditures (Gázquez-Abad and Martínez-López, 2016). Similar percentages are reported for other European retailers (Infoadex, 2018).…”

“…Research suggests that store flyers influence intentions to visit, which affects buying advertised and unadvertised products (Burton et al, 1999), improves SBs' sales volumes (Gázquez-Abad and Martínez-López, 2016), and contributes to better margins and profits (Volle, 2001). However, most studies assess performance of store flyers in the short-term (Gázquez-Abad et al, 2014;Gázquez-Abad and Martínez-López, 2016;Gijsbrechts et al, 2003;van Lin and Gijsbrechts, 2016), and using this approach, it is easy to ignore longterm effects on dimensions of store image (e.g., perceived variety of a retailer's assortment), effects that are not well known (Oppewal and Koelemeijer, 2005). Consumer satisfaction with a product is influenced by the contrast between expectations derived from image and objective performance (Tse and Wilton, 1988), but few studies examine the most indirect element-the relationship between a flyer's design and perceived variety.…”

“…Store flyers influence preferences and behaviors along stages of the buying cycle (Gázquez-Abad and Martínez-López, 2016;Mimouni Chaabane et al, 2010), but they have disparate time differentials (e.g., short, medium, and long). In the short term, most consumers purchase products that meet daily needs, with advertisements in a store flyer as a way to make consumers aware of both products being promoted and price reductions (or not), increasing intentions to visit and improve the flow of consumers in a store and encouraging consumption not only of promoted products, but also unpromoted ones (Burton et al, 1999;van Lin and Gijsbrechts, 2016).…”

Advances in National Brand and Private Label Marketing

“…Store flyers are one of the key media featuring retail and brand promotions (Gijsbrechts et al 2003) and account for more than 50 % of the average retail marketing budget (Gázquez-Abad and Martínez-López 2016). However, the increasing investment in store flyers is not matched by an understanding of how customers respond to them Grewal and Levy 2009).…”

“…However, the increasing investment in store flyers is not matched by an understanding of how customers respond to them Grewal and Levy 2009). Gázquez-Abad and Martínez-López 2016). Most of them are observational and estimate customer response by means of panel data and aggregate measures, and they do not capture the heterogeneity of the response, which has been regarded by literature as a challenging and important issue (e.g.…”