Abstract
Chapter 3 discusses the impact Uniform across the Board Promotions have on short-term retail sales and compares this impact to other types of price promotions. A hierarchical Bayes model will be applied to analyze weekly store-level data of 742 stores over 4 years to further discuss which characteristics of a retail store portfolio support the short-term effectiveness of UABPs. Furthermore the analysis in this chapter shows whether those store characteristics are generally favorable for retail price promotions or whether this is a particularity for UABPs. The chapter concludes with managerial considerations regarding the short-term use of UABPs.
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Jauch, MO. (2014). Impact of Uniform Across the Board Promotions on Short-Term Store Revenues. In: Uniform Across-the-Board Promotions. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-319-07115-2_3
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DOI: https://doi.org/10.1007/978-3-319-07115-2_3
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