Abstract
As discussed in previous chapters, Uniform Across the Board Promotions (UABPs), are a relatively new type of promotion concept that has received negative publicity in the international business press, as it has partly been blamed for the insolvency of Praktiker, a major European DIY retailer (Böcking 2012). The anecdotal evidence of a negative long-term impact of UABPs from “the Praktiker example” is supported by the analyses of store-level data of an international value fashion retailer, where strong pre-and post-promotion troughs, decreasing positive sales effects during the promotion as well as negative long-term effects on baseline sales can be observed (compare Chaps. 3 and 4). Many of those effects also exist directionally for traditional price promotions, however to a smaller extent (van Heerde et al. 2000). Despite these findings, many retailers still use UABPs and for those retailers, it is important to further understand, whether those effects also exist on a household level or whether other drivers impact the observations above.
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Jauch, MO. (2014). UABPs: Antecedents and Consequences on a Household Level. In: Uniform Across-the-Board Promotions. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-319-07115-2_5
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