Retail shopper marketing: the future of promotional flyers

The purpose of this paper is to evaluate the recent evolution of store flyers to illustrate how a tool of traditional marketing can be applied to generate insight on customer "couch-to-cart" behaviour thus supporting an innovating shopper marketing approach. The authors support this position by elaborating on three themes: first, the recent evolution of flyers, driven by incorporation of customer insight derived from loyalty data and by new features enabled by flyer digitalization; second, the evolution of the flyer planning and management process, related to opportunities and challenges in the retailer organizational structure; and third, the rise of online flyer aggregators.

Publication: 
International Journal of Retail & Distribution Management
Author: 
Ziliani, Cristina; Ieva, Marco
Document Type: 
Research
Paywall: 
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