Abstract
The paper demonstrates the benefits of the analysis of loyalty card data for identifying promotional impacts and ensuring that retailers and their suppliers choose promotional strategies that result in overall category growth rather than cannibalisation.
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CITATION STYLE
APA
Felgate, M., & Fearne, A. (2015). Analyzing the Impact of Supermarket Promotions: A Case Study Using Tesco Clubcard Data in the UK. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 471–475). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_277
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