Price promotion landscape in the US and UK: Depicting retail practice to inform future research agenda

Svetlana Bogomolova, Steven Dunn, Giang Trinh, Jennifer Taylor, Richard J. Volpe

Research output: Contribution to journalArticlepeer-review

34 Citations (Scopus)

Abstract

Price promotions dominate the modern grocery retail environment. This paper documents the prevalence and nature of these price promotions (i.e., deal types and discount depths) in the United States and United Kingdom. The analysis comprises of 23 categories across five retail chains. One of the key findings is that multiple-unit promotions - deal types that have been under-researched - account for approximately half of all price promotion activity. The analysis also identifies an increase in price promotion prevalence since the Global Financial Crisis, predominantly driven by national brand promotions. This research carries important implications for the alignment of academic research with common industry practices.

Original languageEnglish
Pages (from-to)1-11
Number of pages11
JournalJournal of Retailing and Consumer Services
Volume25
DOIs
Publication statusPublished - 1 Jul 2015
Externally publishedYes

Keywords

  • Deal types
  • Grocery retail practices
  • Price promotions

Fingerprint

Dive into the research topics of 'Price promotion landscape in the US and UK: Depicting retail practice to inform future research agenda'. Together they form a unique fingerprint.

Cite this