The impact of online promotional efforts on customer acquisitiom and retention at continente.pt
Contribuinte(s) |
Santos, Carlos |
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Data(s) |
27/10/2015
27/10/2015
01/06/2015
30/06/2018
|
Resumo |
Continente Online (COL) is the market leader of online grocery retailing in Portugal. Aiming at sustaining this position, it has been focusing its promotional efforts in acquiring and retaining customers. This report intakes an extensive study on the impact of COL’s exclusive promotional efforts (free delivery offers and ten percent discounts on loyalty card) on customer acquisition and retention, as well as, a cost analysis on these offers. Two econometric models were developed and the results were interesting. It was concluded that free delivery offers have a significant impact both in terms of customer acquisition and retention, having also a lower cost in comparison with ten percent on loyalty card discounts. |
Identificador |
http://hdl.handle.net/10362/15694 201474220 |
Idioma(s) |
eng |
Direitos |
embargoedAccess |
Palavras-Chave | #Online grocery retailing #Promotional efforts #Customer acquisition #Customer retention #Time series models #Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
Tipo |
masterThesis |