The impact of changes in retailing on promotions research
No one would dispute that over the last two decades there has been a dramatic shift in the balance of power between manufacturer and retailer. Whilst perhaps most evident is the grocery sector this has extended to roost other areas of retailing. This paper examines the impact of this shift on our ability to measure the effectiveness of sales promotion. It reviews the stage seminar on promotions research and discusses developments since that time. A brief extract from a case study provides an illustration of the abuse of retailer power and its effect on sales promotion and lessons learnt from Research International's basic research into Point-of-Sale are presented. Finally, the paper looks to the future and discusses the route ahead for those looking to conduct research in this area.
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