Maximizing Profits for a Multi-Category Catalog Retailer
Morris George,
V. Kumar and
Dhruv Grewal
Journal of Retailing, 2013, vol. 89, issue 4, 374-396
Abstract:
It is a common trend in the retail industry for catalog retailers to mail multiple catalogs, each promoting different product categories. The existing catalog mailing models do not address the issue of optimizing multi-category catalog mailing. We address this research gap by introducing a model that integrates the when and what components of a customer's purchase decision into the how much component (number of catalogs) of a firm's cross-selling strategy. In addition to comparing the impact of category-specific versus full product catalogs in generating sales in a specific category, the study also finds relative impacts of various category-specific catalogs. We jointly estimate the probability of purchase and purchase amounts in multiple product categories by using multivariate proportional hazard model (MVPHM) and a regression based purchase amount model in a Hierarchical Bayesian framework. The model accounts for unobserved heterogeneity, and uses a control function (CF) approach to account for endogeneity in catalog mailing. The results from the Genetic Algorithm (GA) based optimization suggest that the catalog mailing policy as per the proposed model would be able to generate 38.4 percent more customer lifetime value (CLV) from a sample of 10 percent of the households as compared to the current catalog mailing policy of the retailer by reallocation of the catalogs across customers and mailing periods based on their propensity to buy.
Keywords: Multi-category catalog mailing; Category-specific catalog; Multivariate proportional hazard model; Control function; Genetic Algorithm based optimization (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)
Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0022435913000390
Full text for ScienceDirect subscribers only
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:89:y:2013:i:4:p:374-396
DOI: 10.1016/j.jretai.2013.05.001
Access Statistics for this article
Journal of Retailing is currently edited by A. Roggeveen
More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().