Short- and Long-run Effects of Promotions on Retailers Performance
نویسندگان
چکیده
The purpose of the paper is to provide a method to quantify the impact of promotions for retailers. Using scanner data aggregated by category of an Italian hypermarkets chain, the authors measure the promotional direct and cross-effectiveness on regular sales, in shortand long-term, by means of a structural vector auto-regressive model. The empirical results suggest that promotions in the heavy households category act as propulsive factor, significantly increasing regular sales, while promotions in the perishables category negatively influence the regular sales long-run dynamics.
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