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首页> 外文期刊>International Journal of Production Research >Simultaneous use of customer, product and inventory information in dynamic product promotion
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Simultaneous use of customer, product and inventory information in dynamic product promotion

机译：在动态产品促销中同时使用客户，产品和库存信息

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摘要

Currently, retail data are both accessible and plentiful while the retail space has become increasingly competitive. When combined with technology like mobile computing and low cost analytic techniques, data can now be leveraged by companies to dynamically offer individualised promotions in real time. This paper considers the relative value of three retail information elements which can be used by retailers to dynamically identify a subset of product offerings to promote to their customers. The retail information elements considered are: (a) product markup, (b) customer preference estimates gleaned from purchase history and (c) retailer inventory positions. The importance of each element is evaluated singularly and in combination as is their effect on promotion success, inventory costs and average markup. Computational results show that, on average, dynamic promotion policies incorporating all retail information elements can increase expected profit by 14.5% over policies that consider only customer preference and by 8.4-9.1% over policies that consider only product margin or inventory. Results demonstrate that customer preference information alone does little to improve performance but provides substantial synergistic benefits when combined with either inventory or markup information elements. The most information intensive dynamic promotion policy is then extended to include price as a decision variable.
机译：当前，零售数据既可访问又数量众多，而零售空间变得越来越有竞争力。与移动计算和低成本分析技术等技术结合后，公司现在可以利用数据来实时动态地提供个性化促销。本文考虑了三个零售信息元素的相对价值，零售商可以使用这三个信息元素来动态地标识产品产品的子集，以提升其客户。所考虑的零售信息元素为：（a）产品加价，（b）从购买历史中收集的客户偏好估计，以及（c）零售商的库存状况。单独评估每个要素的重要性，并综合评估其对促销成功，库存成本和平均加价的影响。计算结果表明，与仅考虑客户偏好的策略相比，结合了所有零售信息元素的动态促销策略平均可将预期利润提高14.5％，而比仅考虑产品利润或库存的策略可提高8.4-9.1％。结果表明，仅与客户偏好信息结合使用，与库存或加价信息元素结合使用时，对改善性能几乎没有作用，但可提供实质性的协同效益。然后扩展信息最密集的动态促销策略，将价格作为决策变量。

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