Title: The impact of store flyers on store traffic and store sales: A geo-marketing approach
Authors: Gijsbrechts, Els ×
Campo, Katia
Goossens, Tom #
Issue Date: 2003
Publisher: Elsevier Advanced Technology Publications
Series Title: Journal of Retailing vol:79 issue:1 pages:1-16
Abstract: This paper analyzes the impact of the composition of a retailers' weekly store flyer on store performance. The paper presents and tests 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. The moderating impact of location variables-socio-demographics of trading area inhabitants, characteristics of the store and competition-is also discussed and empirically tested. The outcomes provide key insights for retailers with regard to the financial ramifications of store flyer competition. (C) 2003 by New York University. Published by Elsevier Science. All rights reserved.
ISSN: 0022-4359
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
Faculty of Economics and Business (FEB) - miscellaneous
Faculty of Economics and Business (FEB), Campus Carolus Antwerp - miscellaneous
× corresponding author
# (joint) last author

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