This study extends the context of promotion research to the purchase of seasonal goods which warrants comparison shopping. This study covers several store performance measures that have not been used, and promotional activities
that have not been investigated in previous studies. Using multiple performance measures, this research uncovers
the attraction and conversion effects of retail promotion, and distinguishes different promotional activities with regard
to these effects. Based on the analysis results, retailers can identify effective types of promotional activities and improve
their assessment of store performance. This study investigates the multiple impacts of retail promotion on apparel
store performance based on electronically-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 front traffic(people walking
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 finalizing their purchase decision. Based on theories 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 collected include transaction, traffic and staffing data, details about promotion competition and weather.