Beatrice Luceri, Fabrizio Laurini and Sabrina Latusi
The study develops a decision support system for the spatial distribution of store flyers, identifying a number of factors related to the demand and the competition influencing…
Abstract
Purpose
The study develops a decision support system for the spatial distribution of store flyers, identifying a number of factors related to the demand and the competition influencing the complexities of their allocation to the target population.
Design/methodology/approach
The model was developed incorporating the insights found in existing marketing literature and bypassing the limitations of the managerial practices. To this end, an in-depth discussion with a panel of retailers was held. The model was tested in collaboration with a retail chain.
Findings
The proposed system is flexible and provides an almost endless array of solutions in accordance with the retailer's strategic approach to the market. It captures the key trade-offs that need to be made during the decision-making process of a retailer with limited marketing resources.
Practical implications
The traditional managerial approach, based on a set of operational steps, is overtaken by a model that systematically considers the interrelationships between the decision-making factors involved.
Originality/value
This is the first attempt to analyse spatial distribution of store flyers, a topic that has yet to be explored in retail marketing research. The paper conceptualises the key variables which affect the optimisation problem and reviews the different streams of extant research to obtain the appropriate insights.
Details
Keywords
Beatrice Luceri, Sabrina Latusi and Cristina Zerbini
The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats – in…
Abstract
Purpose
The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats – in print-advertising messages for European Union geographical indication (GI) quality-labelled products.
Design/methodology/approach
A 2×3 between subjects factorial design was used to manipulate the type of GI, namely, protected designation of origin vs protected geographical indication, and the region of origin presentation in the advertisement (absent vs pictorial vs pictorial-textual), while measuring participant brand attitude and intention to buy (dependent variables).
Findings
Results show a significant main effect of the region of origin presentation on brand attitude and purchase intention. Communicating the region of origin through pictorial cues leads to more favourable responses than when there is no reference to it in the advertisement. The presentation of the region of origin through pictorial-textual cues leads to more positive responses than communication based just on pictorial cues. No interaction effect between the type of GI and the region of origin presentation is found.
Originality/value
The study makes a new contribution in the field of communication about typical food products, since the ability of the geographical area to increase consumers’ purchase intention has not been systematically tested in an advertising context. To date, there is no strong evidence on how effective it is to convey the values of the geographical area through its picture and/or name. On a practical level, the study supports new communication strategies for typical food products in a context where messages tend to use intrinsic advertising cues that emphasize physical product attributes, rather than extrinsic advertising cues that leverage intangible product values.
Details
Keywords
Beatrice Luceri and Sabrina Latusi
The study investigates the cross-format shopping behaviour in the apparel sector. The purpose of this paper is to relate the number of store formats patronized to a set of…
Abstract
Purpose
The study investigates the cross-format shopping behaviour in the apparel sector. The purpose of this paper is to relate the number of store formats patronized to a set of consumer characteristics under a unifying theoretical framework emphasising cost-benefit analysis.
Design/methodology/approach
The research involved questionnaire telephone surveys from a sample of 1,722 apparel shoppers in a European region.
Findings
Among shoppers’ socio-demographic characteristics, age, gender, employment status and citizenship were found to have an impact on multi-store format patronage patterns for apparel purchases. Moreover, the store format preference and the sale proneness proved to be additional determinants of cross-format mobility.
Practical implications
The findings provide retail managers with valuable insights for effective marketing strategies aimed to exploit customer loyalty potential.
Originality/value
Despite consumers’ regular use of various alternative store formats for apparel purchases, literature on the determinants of cross-format mobility is scarce. Addressing the inter-type cross-shopping behaviour of consumers from a cost-benefit viewpoint, this study makes a new contribution in the area of customer loyalty and the complementarity and substitutability of store formats.
Details
Keywords
Beatrice Luceri, Sabrina Latusi, Donata Tania Vergura and Gianpiero Lugli
The study aims to investigate the impact of store flyer characteristics on store performance for different formats (hypermarket and supermarket) and customer segments (additional…
Abstract
Purpose
The study aims to investigate the impact of store flyer characteristics on store performance for different formats (hypermarket and supermarket) and customer segments (additional and regular shoppers). Specifically, the paper tests propositions on how flyer duration, variety of featured purchasing options, the category and brand mix on feature and the method used to communicate the deal price affect store traffic and sales.
Design/methodology/approach
Data were made available for analysis by a grocery chain that utilizes a hi-lo pricing strategy. To test the hypothesis a multiple linear regression analysis was used.
Findings
Results indicate that optimal store flyer configuration is related to the store format. Moreover, the response to flyer promotion programs varies across customer segments in relation to their degree of store loyalty.
Research limitations/implications
Findings can assist marketers to develop more effective promotional strategies with regards to the bundle of promotions to be offered and the way they should be communicated. Future research should extend the analysis to other retailers and trading areas. Furthermore, it would be useful to replicate the analysis by separating the impact of in-store activities and store flyer effects.
Originality/value
This is the first attempt to analyse flyer impact on store performance for different formats and customer segments. Prior research is confined to supermarkets, although the enhancement of store traffic is related to format size. Moreover, the traffic and sales implications of store flyer composition have so far been analysed in an aggregate manner, disregarding customers' shopping patterns.
Details
Keywords
Matteo Devigili, Tommaso Pucci and Lorenzo Zanni
This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies.
Abstract
Purpose
This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies.
Design/methodology/approach
Chianti, Chianti Classico and Brunello di Montalcino wine clusters (located in Tuscany, Italy) were selected as the set for this study. A total of 452 wineries websites were analyzed using a text frequency query, and the results were further examined through a discriminant analysis.
Findings
The theoretical framework was modeled after a careful analysis of the literature and is composed of three macro-areas of identity drivers: locational, product/process and social attributes. The analysis of winery websites shows the presence of all the drivers examined, which explain not only the wineries’ specific strategies but also the drivers of a particular cluster’s brand identity. A discriminant analysis highlighted that some drivers are able to explain the unique characteristics of the three clusters.
Originality/value
This research seeks to build a holistic investigation of all the identity drivers used by firms online. The specific brand identity focus and the holistic approach can enrich both academics and practitioners with a framework of current branding strategies.