Do Store Flyers Work? Implications for NBs and PLs from a Subgroup Analysis with Experimental Data
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.
KeywordsStore flyers Intention-to-treat Subgroup analysis Cluster analysis
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