Uniform Across-the-Board Promotions

Part of the series Contributions to Management Science pp 35-54


Impact of Uniform Across the Board Promotions on Short-Term Store Revenues

  • Marc-Oliver JauchAffiliated with

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Chapter 3 discusses the impact Uniform across the Board Promotions have on short-term retail sales and compares this impact to other types of price promotions. A hierarchical Bayes model will be applied to analyze weekly store-level data of 742 stores over 4 years to further discuss which characteristics of a retail store portfolio support the short-term effectiveness of UABPs. Furthermore the analysis in this chapter shows whether those store characteristics are generally favorable for retail price promotions or whether this is a particularity for UABPs. The chapter concludes with managerial considerations regarding the short-term use of UABPs.