Russinen ur kakan: - uppföljning av kampanjer i byggvaruhandeln

Sammanfattning: The Swedish do-it-yourself (DIY) market has expanded in recent years and is today a SEK90 billion market. Competition is fierce, however, and the DIY retail chains compete over market share with extensive marketing campaigns. Advances in computer technology have made it possible to acquire and compile huge quantities of point of sale data. However, due to a lack of economic theories and statistical methods, this data cannot be effectively utilized and the effects of the campaigns are not measured in any detail. In this study a new method was used to examine the effects of marketing campaigns in the DIY consumer market. The authors examine how certain campaign effects can be quantified using the retailers’ own point of sale data and also relate the effects to DIY consumer decision processes. The results show that campaigns result in an increase in the amount of customers. Contrary to what some DIY managers fear, this increase does not only consist of cherry pickers. Moreover, the results indicate that product categories differ in their attractiveness towards cherry pickers.