Working Papers

A Multistep Approach to Derive Targeted Category Promotions

Els Breugelmans, Yasemin Boztuğ, and Thomas Reutterer

Jan 1, 2010

Presents a multistep model for deriving category promotions that match consumers’ purchase history, account for a large number of cross-category effects, and maximize the promotional impact on sales in associated categories. Uses a controlled field experiment in collaboration with a European home-delivery grocery retailer to test the performance of the derived category promotions.

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