| Author: | Lam, S. Y. |
| Title: | Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects |
| Journal: | Marketing Science
2001 : VOL. 20:2, p. 194-215 |
| Index terms: | EVALUATION PROMOTION SHOPPING RETAILING |
| Language: | eng |
| Abstract: | This paper proposes a framework that incorporates all three of effect categories and examines their influence on store performance. Specifically, store sales are broken down into four components: front traffic, store-entry ratio, closing ratio, and average spending. Using inexpensive and readily available infrared and video imaging technology, it is possible to measure these four components in a wide variety of retail environments, allowing retailers to obtain a richer understanding of the effectiveness of promotional activities on store sales. Finally, managerial and academic implications of this work are described, and potential extensions of the joint model are suggested. |
SCIMA