Innovations in retail pricing and promotions

Dhruv Grewal, Kusum L. Ailawadi, Dinesh Gauri, Kevin Hall, Praveen Kopalle, Jane R. Robertson

Research output: Contribution to journalArticle

138 Scopus citations

Abstract

Retailers confront a seemingly impossible dual competitive challenge: grow the top line while also preserving their bottom line. Innovations in pricing and promotion provide considerable opportunities to target customers effectively both offline and online. Retailers also have gained enhanced abilities to measure and improve the effectiveness of their promotions. This article synthesizes recent advances in pricing and promotions findings as they pertain to enhanced targeting, new price and promotion models, and improved effectiveness. It also highlights the role of new enabling technologies and suggests important avenues for further research.

Original languageEnglish (US)
Pages (from-to)S43-S52
JournalJournal of Retailing
Volume87
Issue numberSUPPL. 1
DOIs
StatePublished - Jul 1 2011

Keywords

  • Pricing
  • Promotion
  • Retail strategy
  • Retail technology
  • Targeting
  • Value

ASJC Scopus subject areas

  • Marketing

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