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.
|Publication status||Published - 5 Jan 2019|
|Event||The 10th POMS-HK International Conference 2019 : Operations Excellence for a Better World - City University of Hong Kong, Hong Kong|
Duration: 5 Jan 2019 → 6 Jan 2019
http://www.cb.cityu.edu.hk/ms/pomshk2019/conferenceprogram.htm (Conference program)
|Conference||The 10th POMS-HK International Conference 2019 : Operations Excellence for a Better World|
|Period||5/01/19 → 6/01/19|
|Other||The 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.|
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.