Percorrer por autor "Mimoso, Sofia Ferreira"
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- Revolutionizing the supermarket experience : the effect of real time promotions on coupon conversion and brand equityPublication . Mimoso, Sofia Ferreira; Crispim, Nuno Pedro MoraisRetailers face a complex task in designing promotional strategies in today’s business environment and, since Millennials will revolutionize consumer marketing, it is critical for companies to succeed in attracting them in order to thrive. As consumers shop while using their smartphone, there is an opportunity window for retailers to easily attract them, by sending push notifications with Real Time Promotions to their smartphones. Hence, the main purpose of this dissertation is to understand whether having Real Time Promotions, in the form of digital coupons, increases coupon redemption and retailer’s brand equity. It also aims to understand if the form in which the coupon is presented, either percentage or cents-off, influences its usage by consumers. Additionally, it will allow us to see if there is a specific consumer profile who will value the most these promotions. For this matter, an online experimental study and seven in-depth interviews were made to reach insightful information. The main conclusions taken from the present study indicate that RTP may increase coupon redemption since coupons are delivered in the store and available for a short time period, signalling time urgency. Regarding the coupon face value, being framed in percentage-off (vs. cents-off) increases coupon redemption for both low-priced and high-priced products, in a supermarket context. Moreover, the implementation of Real Time Promotions enhances retailer’s Brand Equity and these promotions were found to be more relevant for younger consumers.