A STUDY ON STORE LAUNCH AND PROMOTION EFFECTIVENESS ANALYSIS IN APPAREL INDUSTRY
Purpose – The main objective of this research paper is to deduce an appropriate way to find the effectiveness of store launch activities and promotions. This paper proposes a robust mechanism to gauge the effectiveness of the promotions.
Design/Methodology/Approach – Analysis is kept as quantitative as possible to have a deeper understanding of the impacts of different promotions on sales and revenue.
Findings – Evaluating the effectiveness will eventually help companies to build their future strategies and required changes in those promotions. Study reveals that proper evaluation of store launch and Inaugural promotions makes a difference because it makes a first-hand positive impact on the consumers. Inappropriate promotional activities can lead to the direct loss of the company and can also affect the top line of the company.
Practical implications – The proposed mechanism can be leveraged to compare promotions and their effectiveness.
Originality/value – Though this study we came up with a scaling technique used to measure and compare two promotions.