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Using Supermarket Loyalty Card Data to Analyse the Impact of Promotions

Felgate, Melanie, Fearne, Andrew, Di Falco, Salvatore, 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. (doi:10.2501/IJMR-54-2-221-240) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:28623)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL
https://doi.org/10.2501/IJMR-54-2-221-240

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
DOI/Identification number: 10.2501/IJMR-54-2-221-240
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Karen Finch
Date Deposited: 20 Jan 2012 16:38 UTC
Last Modified: 16 Nov 2021 10:06 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/28623 (The current URI for this page, for reference purposes)
Garcia Martinez, Marian: https://orcid.org/0000-0003-2689-2417
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