Discount, coupon, or both? An empirical data-based analysis for online garment retailers’ optimal promotion strategies

Research output: Other Conference ContributionsPresentation

Abstract

We investigate an online retailer’s optimal strategies for her promotion of the garments that are classified based on their price levels and life cycle stages. In general, the promotion with discount is optimal for the garments at the introduction and decline stages, whereas that with a coupon is optimal for the garments at the maturity stage. The most profitable garments are the high-priced garments at the introduction stage; but, the best sales garments are the low-priced garments at the maturity stage. We also test the influence on promotion effect of other factors such as seasonality, holiday, and time limit.
Original languageEnglish
Publication statusPublished - 5 Jan 2019
EventThe 10th POMS-HK International Conference 2019 : Operations Excellence for a Better World - City University of Hong Kong, Hong Kong
Duration: 5 Jan 20196 Jan 2019
http://www.cb.cityu.edu.hk/ms/pomshk2019/conferenceprogram.htm (Conference program)

Conference

ConferenceThe 10th POMS-HK International Conference 2019 : Operations Excellence for a Better World
CountryHong Kong
Period5/01/196/01/19
OtherThe Tenth POMS-HK International Conference was organized by City University of Hong Kong from January 5 to 6, 2019. Under the theme Operations Excellence for a Better World, this conference intended to provide a platform for exchanging research ideas, industry practice, and managerial insights.
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    LIU, Y., LENG, M., & PENG, L. (2019). Discount, coupon, or both? An empirical data-based analysis for online garment retailers’ optimal promotion strategies. The 10th POMS-HK International Conference 2019 : Operations Excellence for a Better World, Hong Kong.