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| Author: | Gijsbrechts, E. Campo, K. Goossens, T. |
| Title: | The impact of store flyers on store traffic and store sales: a geo-marketing approach |
| Journal: | Journal of Retailing
2003 : VOL. 79:1, p. 1-16 |
| Index terms: | Micromarketing Own-label goods Retailing Sales promotion |
| Freeterms: | Store flyers |
| Language: | eng |
| Abstract: | The impact of the composition of a retailers' weekly store flyer on store performance is analyzed in this article. Propositions on how a store flyer's size, its average discount size and the allocation of store flyer space to category and brand types, affects store traffic and sales are presented and tested in this paper. The moderating impact of location variables - socio-demographics of trading area inhabitants, characteristics of the store and competition - is also discussed and empirically tested. |
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