Using supermarket loyalty card data to analyse the impact of promotions
Melanie Felgate and Andrew Fearne
University of Kent
Salvatore DiFalco
London School of Economics
Marian Garcia Martinez
University of Kent
Introduction
The use of promotions in retailing has increased rapidly in recent times, yet more often than not promotions are being implemented with an inadequate understanding of which mechanisms are most effective, for which products and for which shopper segments (Felgate et al.2011). Despite this growth in the use of promotions, particularly in the fast moving consumer goods (fmcg) sector, consideration of their impact and...