Do Store Flyers Work? Implications for NBs and PLs from a Subgroup Analysis with Experimental Data

Marco Ieva (), Ida D’Attoma (), Cristina Ziliani () and Juan Carlos Gázquez-Abad ()
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Marco Ieva: University of Parma
Ida D’Attoma: University of Bologna
Cristina Ziliani: University of Parma
Juan Carlos Gázquez-Abad: University of Almería

A chapter in Advances in National Brand and Private Label Marketing, 2016, pp 129-136 from Springer

Abstract: Abstract Store flyers are one of the key media featuring retail and brand promotions. However, the importance attributed to store flyers is not matched by an understanding of how customers respond to them. To shed light on flyer effectiveness, we employ a field experiment to estimate the response of 5000 retail customers to store flyers. We perform an Intention-To-Treat analysis and a Subgroup Analysis as post-hoc analyses with the aim of identifying unusual or unexpected treatment effects. Empirical evidence questions the effectiveness of untargeted flyer distribution. Subgroup Analysis provides further insights at customer segment level.

Keywords: Store flyers; Intention-to-treat; Subgroup analysis; Cluster analysis (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-39946-1_16

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DOI: 10.1007/978-3-319-39946-1_16

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