Innovations in Retail Pricing and Promotions
Kusum L. Ailawadi,
Praveen Kopalle and
Jane R. Robertson
Journal of Retailing, 2011, vol. 87, issue S1, S43-S52
Retailers confront a seemingly impossible dual competitive challenge: grow the top line while also preserving their bottom line. Innovations in pricing and promotion provide considerable opportunities to target customers effectively both offline and online. Retailers also have gained enhanced abilities to measure and improve the effectiveness of their promotions. This article synthesizes recent advances in pricing and promotions findings as they pertain to enhanced targeting, new price and promotion models, and improved effectiveness. It also highlights the role of new enabling technologies and suggests important avenues for further research.
Keywords: Pricing; Promotion; Value; Retail strategy; Targeting; Retail technology (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:87:y:2011:i:s1:p:s43-s52
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