文章基本信息

标题：Assessing the Long-Term Effect on Sales and CSR of a Nutrition Marketing Strategy in the Retailing Environment
本地全文：下载
作者：Benedetta Grandi ; Maria Cardinali ; Silvia Bellini 等
期刊名称：International Business Research
印刷版ISSN：1913-9004
电子版ISSN：1913-9012
出版年度：2019
卷号：12
期号：11
页码：94-100
DOI：10.5539/ibr.v12n11p94
语种：English
出版社：Canadian Center of Science and Education
摘要：The present work aims to implement a 'healthy checkout' in a real retailing environment in order to demonstrate that this kind of intervention can be a win-win strategy for both shoppers and retailers in a long-term perspective.A field experiment has been conducted in five stores belonging to a leading Italian Retailer in the north of Italy, where all the unhealthy products have been removed from the checkouts.Both sales analysis and shoppers attitudes towards the intervention have been studied.Sales data have been analyzed for the 'healthy checkout stores' vs 'traditional checkout stores', and customers have been interviewed at the end of the shopping trip five months after the implementation.Our findings show that developing a healthy checkout can have a positive impact on sales, retailer's reputation in terms of perceived CSR, and loyalty to the store.The present work provides some interesting results about the long-term effect of an in-store marketing strategy that aims to promote health among customers.
关键词：nudging; retailing; health; checkout