Healthy foods, healthy sales? : Cross-category effects of a loyalty program promoting sales of fruit and vegetables
  • Metaadatok
Tartalom: https://unipub.lib.uni-corvinus.hu/9953/
Archívum: Corvinus Kutatások
Gyűjtemény: Status = Published
Subject = Cultivation, growing of vegetables, medical and aromatic plants
Subject = Commerce and tourism
Subject = Food safety and quality
Subject = Social welfare, insurance, health care
Type = Article
Cím:
Healthy foods, healthy sales? : Cross-category effects of a loyalty program promoting sales of fruit and vegetables
Létrehozó:
Panzone, Luca A.
Tocco, Barbara
Brečić, Ružica
Gorton, Matthew
Kiadó:
Elsevier
Dátum:
2024
Téma:
Food safety and quality
Commerce and tourism
Cultivation, growing of vegetables, medical and aromatic plants
Social welfare, insurance, health care
Tartalmi leírás:
Globally, consumption of Fruit and Vegetables (F&V) remains below nutritional guidelines. With retailers accounting for a large portion of F&V sales, marketing can be key to increase F&V consumption at household level. However, a key challenge is the design of strategies that benefit retailers, e.g., improving loyalty, whilst promoting societal goals. This study evaluates a points-plus-cash loyalty program where participants received points by purchasing selected F&V, redeemable against a reward (plush toys in the shape of F&V). We estimate the impact of the program by comparing expenditures in several categories before, during, and after the promotional period, across two different years, and comparing consumers who redeemed a reward and those who did not. We use loyalty card data from a Croatian retailer, containing food expenditure in five categories for 268,359 consumers, over 27 weeks for 2 years. We find that the loyalty program increased F&V expenditures at the focal retailer during the promotional period. However, the increase was only for reward-redeemers, for whom the program increased expenditures in F&V as well as in other food categories. This effect persisted –at a declining rate –after the program stopped. Exposure only had a limited effect during the campaign, leading to a reduction in expenditure after the promotional period. Results indicate that a loyalty program promoting sales of F&V can create win-win benefits to both society and the retailer: it increases expenditures on healthy foods (F&V), while improving overall loyalty (i.e., expenditures) to the retailer amongst motivated consumers.
Nyelv:
angol
angol
Típus:
Article
PeerReviewed
Formátum:
application/pdf
Azonosító:
Panzone, Luca A. ORCID: https://orcid.org/0000-0003-2382-3635 <https://orcid.org/0000-0003-2382-3635>, Tocco, Barbara, Brečić, Ružica and Gorton, Matthew ORCID: https://orcid.org/0000-0002-4579-5092 <https://orcid.org/0000-0002-4579-5092> (2024) Healthy foods, healthy sales? : Cross-category effects of a loyalty program promoting sales of fruit and vegetables. Journal of Retailing, 100 (1). pp. 85-103. DOI 10.1016/j.jretai.2023.12.002 <https://doi.org/10.1016/j.jretai.2023.12.002>
Kapcsolat:
10.1016/j.jretai.2023.12.002