Direct mail promotion mechanisms and their application in supermarkets.
學年 106
學期 2
出版（發表）日期 2018-02-02
作品名稱 Direct mail promotion mechanisms and their application in supermarkets.
作品名稱（其他語言）
著者 Shih-Jung Wu; Rui-Dong Chiang; Terng-Fang Wu
單位
出版者
著錄名稱、卷期、頁數 The Journal of Supercomputing, p.1-18
摘要 In this study, we consider the problem of selecting supermarket loyalty program members to receive physical direct mail and promotional electronic direct mail (i.e., direct email). To help marketers choose the target members for physical direct mails, we modify the customer’s preference index of our original model to predict members’ repurchase rates for a physical supermarket’s members. Based on members’ predicted repurchase rates, marketers can design proper marketing strategies for different types of supermarket member to improve marketing effectiveness. In addition, because members can only spend a short amount of time reading direct emails before choosing the products that they like, a recommender system based on a simple combination method is introduced. The system determines the most suitable combination of commodity types under the condition that a customized direct email can include only a small, fixed number of such types. In this study, member transaction records from a well-known Taiwanese supermarket were used as the test data. This supermarket’s marketing department reviewed all the experimental results and confirmed that our approach is not only superior to the current approach employed by the supermarket but also useful in designing appropriate direct-mail marketing strategies for selected supermarket members. Our approach is also suitable for direct email sent by the supermarket.
關鍵字 Promotions;Customer profile;Direct mail;Recommender system;Electronic direct mail (direct email)
語言 en
ISSN 0920-8542; 1573-0484
期刊性質 國外
收錄於 SCI EI
產學合作
通訊作者 Wu, Shih-Jung
審稿制度 是
國別 CHE
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/116240 )

SDGS 尊嚴就業與經濟發展,產業創新與基礎設施