Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/15694
Título: The impact of online promotional efforts on customer acquisitiom and retention at continente.pt
Autor: Carvalho, Márcia
Orientador: Santos, Carlos
Palavras-chave: Online grocery retailing
Promotional efforts
Customer acquisition
Customer retention
Time series models
Data de Defesa: Jun-2015
Resumo: Continente Online (COL) is the market leader of online grocery retailing in Portugal. Aiming at sustaining this position, it has been focusing its promotional efforts in acquiring and retaining customers. This report intakes an extensive study on the impact of COL’s exclusive promotional efforts (free delivery offers and ten percent discounts on loyalty card) on customer acquisition and retention, as well as, a cost analysis on these offers. Two econometric models were developed and the results were interesting. It was concluded that free delivery offers have a significant impact both in terms of customer acquisition and retention, having also a lower cost in comparison with ten percent on loyalty card discounts.
URI: http://hdl.handle.net/10362/15694
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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