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.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.