Dynamic effects of store promotions on purchase conversion: Expanding technology applications with innovative analytics
Abstract
Retail technology provides novel ways to investigate the effects of marketing actions (MAs) on consumers’ behaviors. To evaluate effects of MAs on conversion, we propose an approach that combines sensor-collected records of store entries with register-receipts within pre-determined time-bands. Studies of effects of MAs on conversion in brick-and-mortar settings, however, are surprisingly scarce. The approach has three stages: (a) build a model...
Paper Details
Title
Dynamic effects of store promotions on purchase conversion: Expanding technology applications with innovative analytics
Published Date
May 1, 2021
Journal
Volume
128
Pages
279 - 289
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Notes
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