Title: An empirical analysis of the impact of cross-channel promotions in multi-channel grocery retailing
Other Titles: MO Working Paper
Authors: Breugelmans, Els
Campo, Katia
He, Huiying
Issue Date: Nov-2014
Publisher: KU Leuven - Faculty of Economics and Business
Series Title: FEB Research Report MO_1402 vol:MO_1402
Abstract: This article examines cross-channel promotion effects in an online-offline multi-channel grocery context, and focuses on cross-channel immediate promotion effects on category purchase decisions, as well as cross-channel delayed effects on consumers’ promotion sensitivity. The results show that (i) category promotions in one channel can have an immediate negative effect on category purchase decisions in the other channel, (ii) they can also have a longer-term negative effect on promotion sensitivity in the other channel, but only to a limited extent, and (iii) these negative cross-channel immediate and delayed effects are more pronounced in segments with more loyal multi-channel customers of the chain.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
Department of Marketing Management, Campus Carolus Antwerp
Faculty of Economics and Business (FEB) - miscellaneous
Faculty of Economics and Business (FEB), Campus Carolus Antwerp - miscellaneous

Files in This Item:
File Description Status SizeFormat
MO_1402.pdfMO_1402 Published 514KbAdobe PDFView/Open


All items in Lirias are protected by copyright, with all rights reserved.