The impact of competitors store flyer advertisement on EDLP/HiLo chain performance in highly competitive retail market: GPS information and POS data approach in Japan
The impact of competitors store flyer advertisement on EDLP/HiLo chain performance in highly competitive retail market: GPS information and POS data approach in Japan
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竞争激烈的零售市场中竞争对手商店传单广告对 EDLP/HiLo 连锁绩效的影响：日本 GPS 信息和 POS 数据方法
DOI：
10.1080/00913367.2019.1668892
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发表时间：
2020
影响因子：
5.7
通讯作者：
Ryo Kato and Takahiro Hoshino
中科院分区：
文献类型：
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作者：
Hiroyuki Egami;Tong Wang;久保研介;Ryo Kato and Takahiro Hoshino
日本的零售市场竞争激烈，许多小商店采用促销（高-低）定价策略。由于商店广告传单是这些零售商的有效工具，因此在日本发挥着非常重要的作用。然而，尽管竞争性零售连锁店的传单在各个贸易领域产生了巨大的影响，但日本没有对广告传单的效果进行调查，西方国家也没有对这种广告策略进行调查。在本研究中，我们使用购物者智能手机的全球定位系统（GPS）数据获得了商店的交通信息，其中包括位于不同交易区域的80家零售连锁店的传单信息。我们发现，虽然自有商店的传单有一个积极的影响，该商店的性能，竞争对手的传单有负面影响的性能;事实上，这些负面影响的大小，不应被忽视。商店特定的因素和交易区的人口统计也影响商店传单的有效性。此外，我们发现，高-低购物者比以每日低价购买的顾客（EDLP）对竞争对手的传单更敏感。研究结果可以帮助EDLP连锁店停止指定亏损领导品牌的做法。
The Japanese retail market has a high degree of competition among many small stores that use promotional (high-low) pricing strategies. Because store advertisement flyers are effective tools for such retailers, they play a very important role in Japan. However, despite the large impact made by flyers of competitive retail chains in various trade areas, the effects of advertising flyers has not been investigated in Japan, nor has this advertising strategy been investigated in Western countries. In this study, we obtained store traffic information using global positioning system (GPS) data from shoppers’ smartphones, with flyer information from 80 retail chain stores located in different trading areas. We found that while own-store flyers had a positive effect on that store’s performance, competitors’ flyers had negative effects on performance; indeed, these negative effects were of a magnitude that should not be ignored. Store-specific factors and trading area demographics also affect the effectiveness of store flyers. Furthermore, we found that high-low shoppers are more sensitive to competitors’ flyers than are customers who purchase at everyday low prices (EDLP). The results can help EDLP chains stop the practice of designating a loss leader brand.