Increasing Hypermarket Retail Communication Mix Effectiveness by Digital Catalog

Ardijanto, Robby and Hapsari, Indri and Parastuty, Zulaicha (2014) Increasing Hypermarket Retail Communication Mix Effectiveness by Digital Catalog. In: 11th International Annual Symposium on Management, 15-16 Maret 2014, Batu.

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Many promotion tools variety can help a company to promote its product. The company must choose the right promotional tool to optimizing the promotion cost and increasing the customer interest. The impact of choosing the right promotion tool was increasing the sales and giving a positive progress for the company. This research explored Carrefour and Hypermart promotion tool, as two big hypermarkets in Indonesia. These hypermarkets used some promotion tools; one of them was digital catalog. This research wanted to find which ones from the digital catalog variables will affect the customer buying interest, and measured the effectiveness of both catalog. The result showed 75.60 % effectiveness for Carrefour's digital catalog, and 73.80 % for Hypermart's digital catalog. This research also suggested some improvement for variables that needs some attention, like printing quality, checking the product accuracy between product in store and on digital catalog, and reducing the file size because time to load the catalog was taken time.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: promotion tools, effectiveness, retail communication, website, digital catalog
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Eko Setiawan 194014
Date Deposited: 23 Oct 2014 02:40
Last Modified: 07 Apr 2022 08:12

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