Innovation in Brand Promotion: Reacting to the Economic Crisis with Digital Channels and Customer Insight

Ziliani, Cristina; Ieva, Marco

doi:10.1007/978-3-319-07194-7_15

Cited by 4 publications

(3 citation statements)

References 3 publications

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“…For instance, Drugstore.com offers Drugstore.com dollars™, returning to members 5 percent credit that can be used for future purchases. Last, but not least, brands have adopted successful online LPs and they have also recently launched subscription-based programs for the direct replenishment of frequently purchased goods that adopt a LP design and pose a threat to retailers and e-tailers alike (Ziliani and Ieva, 2014).…”

Section: Introductionmentioning

confidence: 99%

Towards digital loyalty programs: insights from customer medium preference segmentation

Ieva

Ziliani

2017

IJRDM

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Purpose The purpose of this paper is to identify patterns of medium preference for loyalty programs (LPs) among members to support the case for segmenting customers based on their medium preference. Design/methodology/approach A survey of nearly 2,000 customers who are enrolled in at least one supermarket LP was employed. LP members are segmented based on a latent class clustering model and then profiled in terms of socio-demographic variables by means of a multinomial logit regression model. Findings Medium preference is heterogeneous and differs at the customer segment and at the LP touchpoint level. Five segments emerge which display different medium preference patterns. LP medium preference is associated with age, gender, affluency and number of different LPs the customer is enrolled in. Practical implications Retailers, e-tailers and brands can benefit from this customer segmentation when faced with the challenges of adding online features or migrating their LPs online. Marketers should differentiate their investment in online and offline LP touchpoints according to the medium preference for each LP touchpoint of the customer segments of interest. Originality/value Retailers, e-tailers and brands are today introducing online marketing strategies and tactics, such as LPs, that have been traditionally used offline. So far, however, they have failed to answer the question whether online and offline LPs and related touchpoints have the same preference among consumers. Literature on LPs has not explored customer preference for the LP medium or the consumer characteristics related to medium preference. This work is unique in providing an overview of medium preference for LPs and their touchpoints.

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Section: Introductionmentioning

confidence: 99%

Towards digital loyalty programs: insights from customer medium preference segmentation

Ieva

Ziliani

2017

IJRDM

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“…And yet, this study of the use of online tools from the SME perspective is almost one of a kind. The majority of academic interest on the topic of the use of online technologies is for the most part given from the consumer perspective (Khatwani & Srivastava, 2018;He & Negahban, 2017), the perspective of large retail companies (Verhoef, Kannan, & Inman, 2015;Ziliani & Ieva, 2014), or at the most from the perspective of corporate communications with the customer. This is confirmed by Burgess, Sellitto, Cox, Buultjens, and Bingley (2017): while many studies have examined social media use from a consumer perspective, relatively few have examined its use by small and medium enterprises (SMEs), a group for whom it is becoming increasingly important.…”

Section: Introductionmentioning

confidence: 99%

Online technology and promotion tools in SMEs

Břečková

Karas

2020

Innovative Marketing

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Online technologies are currently the most dynamically developing industry, both in product creation and promotion. The study focuses on their incorporation into the SME (small and medium enterprises) segment, which comprises the most economically stable element of any European economy. This paper aims to identify and evaluate dependency in the area of online technologies and promotion tools use in small and medium enterprises (SMEs) related to company age and export involvement. Most research on SMEs focuses on external influences and factors, while this article reflects the internal environment of business entities, which is the source of this study’s originality. The hypotheses were validated by an empirical study of a sample of 743 respondents (companies and entrepreneurs, including family businesses). The research method was a combination of CATI and CASI, and the research tool was a structured questionnaire. To analyze the survey results, the Chi-square test of independence was applied. The key finding was validation of the dependence between the use of the online tools for manufacturing and promotion and the export focus of companies. Companies operating on foreign markets use a wider range of online tools for their business than companies focused on the domestic market. On the other hand, the presumed significant differences in the use of online tools between young businesses and companies long-term established on the market were not confirmed. Acknowledgment The authors are thankful to the Technology Agency of the Czech Republic, University of Technology in Brno and University of Finance and Administration in Prague, Project No.: “TL02000434 Rodinné podniky: generátory hodnoty a určování hodnoty v procesu nástupnictví” for financial support to carry out this research.

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“…This can help marketing managers in making couponing decisions because, in addition to the positive impact, an undesirable negative impact on margins can be created in some store formats with low prices. Different sizes of store formats are associated with different prices, margins, competitors (Dekimpe et al, 2010), consumer preferences (Rootman, 2016), loyalty (Sällberg, 2013;Dunkovic and Petkovic, 2015), and basket value (Ziliani and Ieva, 2014). The paper describes the effects of coupons, develops a research hypothesis and conducts empirical research into the effect of coupons in different retail formats.…”

Section: Introductionmentioning

confidence: 99%

Retailer Pricing Strategy: Diffuse Coupons Effects Contingent on Store Format

Dunković¹,

Cili²

2017

Proceedings of the 5th Business &Amp; Management Conference, Rome

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Retail promotion strategies have become an increasingly prominent topic of research due to innovations aimed at helping the management attract customers to their online and offline sales channels. Various promotional and technology tools are being tested to select the ones that will facilitate multi-channel sales. Stores no longer use the model "the same price for everyone" because sophisticated marketing software enables pricing to be tailored to customers with a view to keeping them engaged. Special offer and discount coupons (i.e. POS coupons, FIS and e-coupons) have become a vital part of the retail pricing strategy and a widely used promotional tool in which retailers invest significant marketing resources to create a competitive effect. The paper sets out the concept of promotion pricing and identifies the role of diffuse promotional coupons designed to help retailers attain their marketing and profitability goals. An empirical analysis is performed to determine the effects of coupons in a dynamic EveryDay Low Prices (EDLP) strategy employed by a large retail chain using a customer basket records. A univariate statistical analysis (GLM) is carried out to analyse cart data from nearly 25,000 transactions recorded in the course of one year in seven stores. The results of the analysis reveal the effects of most common three types of coupons on basket operational profitability in different store format context. The empirical results obtained from this research and insights gained into the effects of this type of promotion can help retail managers form reasonable expectations regarding the introduction of coupons in retail chain organizations.

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Innovation in Brand Promotion: Reacting to the Economic Crisis with Digital Channels and Customer Insight

Cited by 4 publications

References 3 publications

Towards digital loyalty programs: insights from customer medium preference segmentation

Towards digital loyalty programs: insights from customer medium preference segmentation

Online technology and promotion tools in SMEs

Retailer Pricing Strategy: Diffuse Coupons Effects Contingent on Store Format

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