In a context where consumers and retailers are becoming increasingly multichannel, this work aims to make the following contributions: - to be the first academic study of the shortterm effect of digital flyer compared to print flyer in the FMCG industry; - to develop a field experiment based on customer level data, not aggregate, and multiple sources, i.e. CATI questionnaire and loyalty program databases; - to provide relevant managerial implications for communication mix and budget allocation decisions across different channels.
Online vs. Offline Channels? Testing the Effect of Promotional Communication on Shopper Behaviour / Ziliani, Cristina; GAZQUEZ ABAD, J. C.; Ieva, Marco. - (2014), pp. 92-94. (Intervento presentato al convegno Shopper Marketing and Pricing Conference tenutosi a Stockholm School of Economics, Stockholm nel 8-10 May 2014).
Online vs. Offline Channels? Testing the Effect of Promotional Communication on Shopper Behaviour
ZILIANI, Cristina;IEVA, Marco
2014-01-01
Abstract
In a context where consumers and retailers are becoming increasingly multichannel, this work aims to make the following contributions: - to be the first academic study of the shortterm effect of digital flyer compared to print flyer in the FMCG industry; - to develop a field experiment based on customer level data, not aggregate, and multiple sources, i.e. CATI questionnaire and loyalty program databases; - to provide relevant managerial implications for communication mix and budget allocation decisions across different channels.| File | Dimensione | Formato | |
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