Article ID: | iaor19921014 |
Country: | Netherlands |
Volume: | 47 |
Issue: | 3 |
Start Page Number: | 330 |
End Page Number: | 338 |
Publication Date: | Aug 1990 |
Journal: | European Journal of Operational Research |
Authors: | Preston John, Mercer Alan |
This case study documents research carried out for a chain of medium sized supermarkets who sought to improve promotional decision making by making use of data available from the installation of electronic point of sale terminals. A methodology for evaluating price promotions is provided and the effectiveness of promotional tools such as off-shelf display and price reduction is explored through the analysis of historic sales data.