IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-98273-1_10.html
   My bibliography  Save this book chapter

Retail Promotional Communication: The Comparative Effectiveness of Print Versus Online

In: Exploring Omnichannel Retailing

Author

Listed:
  • Cristina Ziliani

    (University of Parma)

  • Marco Ieva

    (University of Parma)

  • Juan Carlos Gázquez-Abad

    (University of Almería)

  • Ida D’Attoma

    (University of Bologna)

Abstract

New promotional tools such as digital reward platforms, virtual loyalty currencies, and digital wallets are being introduced and some are being adopted quickly by consumers. These tools are increasingly accessed via mobile devices: for example, digital wallets developed in the form of apps. Despite the market increase in the popularity of new digital channels for purchasing and for information and promotion search, there is a scarcity of studies on the comparison between customer response to traditional (i.e. offline) channels versus new digital channels in the context of retail promotional communication. This chapter compares print versus online retail promotional communication; provides an overview of flyer evolution from print to digital thanks to customer insight and “flyer aggregators”; and discusses a field experiment implemented with the cooperation of an Italian retail chain aiming to measure the effectiveness of print versus online store flyers. Findings indicate that 80% of customers respond equally to print versus online, while 20% of the customers display a higher response to print.

Suggested Citation

  • Cristina Ziliani & Marco Ieva & Juan Carlos Gázquez-Abad & Ida D’Attoma, 2019. "Retail Promotional Communication: The Comparative Effectiveness of Print Versus Online," Springer Books, in: Wojciech Piotrowicz & Richard Cuthbertson (ed.), Exploring Omnichannel Retailing, pages 225-249, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-98273-1_10
    DOI: 10.1007/978-3-319-98273-1_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-98273-1_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.