Using Supermarket Loyalty Card Data to Analyse the Impact of Promotions

Felgate, Melanie and Fearne, Andrew and Di Falco, Salvatore and Garcia Martinez, Marian (2012) Using Supermarket Loyalty Card Data to Analyse the Impact of Promotions. International Journal of Market Research, 54 (2). pp. 221-240. ISSN 1470-7853. (The full text of this publication is not available from this repository)

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Abstract

The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.4 milhon shoppers can be used to analyse the effect of price promotions in a way which can hring significant advantages to retailers and manufacturers when making promotional decisions. The paper demonstrates the significant advantages that loyalty card data can hring to enhance our understanding of promotions, compared to traditional scanner and panel datasets. Regression analysis is used to compare the effects of different promotional mechanics upon different tiers of product across the fresh heef category in Tesco, using both scanner data and loyalty card data. The results show that using loyalty card data, which enables us to moderate for specific shopper characteristics, produces more statistically significant results and provides a more detailed picture of how promotions influence sales.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Karen Finch
Date Deposited: 20 Jan 2012 16:38
Last Modified: 19 May 2014 10:17
Resource URI: http://kar.kent.ac.uk/id/eprint/28623 (The current URI for this page, for reference purposes)
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