TITLE

AN IMPLEMENTED SYSTEM FOR IMPROVING PROMOTION PRODUCTIVITY USING STORE SCANNER DATA

AUTHOR(S)
Abraham, Magid M.; Lodish, Leonard M.
PUB. DATE
June 1993
SOURCE
Marketing Science;Summer93, Vol. 12 Issue 3, p248
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
"Single Source" databases based on scanner data offer new opportunities for evaluating promotions and improving their effectiveness. Decision support needs vary depending on the decision maker's organizational vantage point. Some managers require the evaluation of promotion results in the short term. Others should take a medium- to long-term focus. An implemented model and automated system for measuring short-term incremental volume due to promotions by developing baselines of store-level "normal" sales is presented using store-level scanner data. Empirical validation results and real life applications are presented and discussed, including the use of the baselines as measures of "brand health."
ACCESSION #
4470403

 

Related Articles

  • A Decision Support System for Planning Manufacturers' Sales Promotion Calendars. Silva-Risso, Jorge M.; Bucklin, Randolph E.; Morrison, Donald C. // Marketing Science;1999, Vol. 18 Issue 3, p274 

    A common event in the consumer packaged goods industry is the negotiation between a manufacturer and a retailer of the sales promotion calendar. Determining the promotion calendar involves a large number of decisions regarding levels of temporary price reductions, feature ads, and in-store...

  • Customizing Promotions in Online Stores. Jie Zhang; Krishnamurthi, Lakshman // Marketing Science;Fall2004, Vol. 23 Issue 4, p561 

    The main objective of this paper is to provide a decision-support system of micro-level customized promotions, primarily for use in online stores. Our proposed approach utilizes the one-on-one and interactive nature of the Internet shopping environment and provides recommendations on when to...

  • A Decision-Support System for Developing Retail Promotional Strategy. Green, Paul E.; Goldberg, Stephen M.; Mahajan, ViJay; Kedia, Pradeep K. // Journal of Retailing;Fall83, Vol. 59 Issue 3, p116 

    The measurement of potential customers' desired benefits and the benefits they perceive in their currently chosen products is critical to the successful targeting of a retailer's promotional strategy. This paper describes a decision-support system, called BENEMAX, for helping the retailer...

  • Retail choice: Harrods. Kumar, Vik // Marketing (00253650);7/7/2004, p12 

    The author says that he hadn't been to the Harrods Ltd. sale for three years, so after seeing a Marilyn Monroe-styled Christina Aguilera opening the show, he was hoping that Harrods would be challenging Harvey Nichols and Selfridges for the top spot. As a man, the Harrods sale fills him with...

  • So you want to be in retail? Nucifora, Alf // Business Journal Serving Fresno & the Central San Joaquin Valley;10/17/2003, Issue 323153, p10 

    Advises marketers on retail promotion and merchandising. Development of relations with retailers; Collaboration techniques and principles; Need for unique promotions; Use of the services of a promotional firm.

  • Organizing your showroom. Wartgow, Gregg // Yard & Garden;Fall2005 Supplement I, Vol. 28, p18 

    The article focuses on strategies that must be used for merchandising and marketing of commercial products in showrooms. A dirty, cluttered showroom with no real reason to its layout leaves an unfavorable impression on customers. On the other hand, a clean, organized showroom can leave customers...

  • Orchestrating for effort. Smith, Steve // Promo;Dec2003, Vol. 17 Issue 1, p76 

    Reports on the integration of promotional firms with the advertising agencies in the U.S. Reason behind the strategic move; Difficulties encountered with the integration initiative; Role played by product retailers; Significance of strong promotion creative to the advertising of products.

  • Prada and prejudice. Cockram, Andrea // Estates Gazette;6/14/2003 Supplement, Issue 324, p36 

    Examines the effect of the marketing strategies used by brand owners on the future of their business. Amount spent by retailers on fit-outs for showcase stores; Location of the Niketown stores of Nike outside London, England; Questions raised concerning the sustainability of showcase stores.

  • Scanning the horizon. Abu-Shalback Zid, Linda // Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p4 

    This article discusses the findings of the report 'Commercial Adoption of Advances in the Analysis of Scanner Data', a research on scanner data analysis conducted by Randolph Bucklin and Sunil Gupta of the Marketing Science Institute. In interviews with executives from data supply companies,...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics