Do Store Flyers Work? Implications for NBs and PLs from a Subgroup Analysis with Experimental Data

  • Marco IevaEmail author
  • Ida D’Attoma
  • Cristina Ziliani
  • Juan Carlos Gázquez-Abad
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Store flyers are one of the key media featuring retail and brand promotions. However, the importance attributed to store flyers is not matched by an understanding of how customers respond to them. To shed light on flyer effectiveness, we employ a field experiment to estimate the response of 5000 retail customers to store flyers. We perform an Intention-To-Treat analysis and a Subgroup Analysis as post-hoc analyses with the aim of identifying unusual or unexpected treatment effects. Empirical evidence questions the effectiveness of untargeted flyer distribution. Subgroup Analysis provides further insights at customer segment level.


Store flyers Intention-to-treat Subgroup analysis Cluster analysis 


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Marco Ieva
    • 1
    Email author
  • Ida D’Attoma
    • 2
  • Cristina Ziliani
    • 1
  • Juan Carlos Gázquez-Abad
    • 3
  1. 1.Department of EconomicsUniversity of ParmaParmaItaly
  2. 2.Department of StatisticsUniversity of BolognaBolognaItaly
  3. 3.Faculty of Economics and Business, Agrifood Campus of International Excellence ceiA3University of AlmeríaAlmeríaSpain

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