This study extends the context of promotion research to the purchase of seasonai goods which warrants comparison shopping. This study covers severai store performance meanires that have not been used, and promotional activities
that have not been investigated in previous studies. Using multiple performance measures, this research uncovers
the aitraction and conversion eEects of retail promotion, and distinguishes dEerent promotional activities with regard
to these effects. Based on the analysis results, retailers can identify effective types of promotional activities and improve
their assessrnent of store performance. This study investigates the multiple impacts of retail promotion on apparel
store performance based on electronicaiiy-tracked shopper count data. Store performance is measured by store entry
ratio, closing ratio, average spending and store sales. Store entry ratio is the proportion of &ont tr&c (people wallring
dong a store front) entering a store. Closing ratio is the proportion of store traffic (people entering a store) making
purchases at the store. Average spending is the average dollar sales per transaction. This research acknowledges
that consumers visit several stores before finahkg their purchase decision. Based on theones about consumer search
behavior, this study hypothesizes that retail promotion can affect their search behavior and hence store performance.
Two Canadian ladies-wear chah participated in this study. The study period was from October 1, 1996 to March 3 1, 1997.
The data coiiected include transaction, tratfic and staffhg data, details about promotioq cornpetition and weather.
This study extends the context of promotion research to the purchase of seasonai goods which warrants comparison shopping. This study covers severai store performance meanires that have not been used, and promotional activities that have not been investigated in previous studies. Using multiple performance measures, this research uncovers the aitraction and conversion eEects of retail promotion, and distinguishes dEerent promotional activities with regard to these effects. Based on the analysis results, retailers can identify effective types of promotional activities and improve their assessrnent of store performance. This study investigates the multiple impacts of retail promotion on apparel store performance based on electronicaiiy-tracked shopper count data. Store performance is measured by store entry ratio, closing ratio, average spending and store sales. Store entry ratio is the proportion of &ont tr&c (people wallring dong a store front) entering a store. Closing ratio is the proportion of store traffic (people entering a store) making purchases at the store. Average spending is the average dollar sales per transaction. This research acknowledges that consumers visit several stores before finahkg their purchase decision. Based on theones about consumer search behavior, this study hypothesizes that retail promotion can affect their search behavior and hence store performance. Two Canadian ladies-wear chah participated in this study. The study period was from October 1, 1996 to March 3 1, 1997. The data coiiected include transaction, tratfic and staffhg data, details about promotioq cornpetition and weather.
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