Accroître les taux de réponse des sollicitations promotionnelles en vente à distance. Proposition d’une segmentation concomitante des clients et des offres

Laurent Carpentier () and Dominique Crié
Additional contact information
Laurent Carpentier: RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille

Post-Print from HAL

Abstract: Increase the response rate to promotional offers in the mail-order business: a twofold segmentation approach Despite the increase of promotional offers sent by mailing, the models of segmentation used by firms show some shortcomings. In order to more effectively manage the heterogeneity of customer responses to mail-order offers, a segmentation method based on latent class analysis is used. The outcomes of this study highlight that to improve offer targeting and to increase response rates, companies should apply a concomitant segmentation of customer and promotional offers.

Keywords: promotional offers; mail-order business; heterogeneity; segmentation; latent classes; offres promotionnelles; vente à distance; hétérogénéité; classes latentes (search for similar items in EconPapers)
Date: 2015-09-21
References: Add references at CitEc
Citations:

Published in Décisions Marketing, 2015, 79, pp.75-91. ⟨10.7193/DM.079.75.91⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-02309853

DOI: 10.7193/DM.079.75.91

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().