Is suggestive selling effective in increasing sales? Investigating its role in store promotion strategy using retail chain data from the U.S.

Suggestive selling is used as an in-store promotional tool by many retailers and some research has examined the effectiveness of this promotional tool. However, extant literature on this topic suffers from limitations of design and data. We discuss and overcome some of these limitations by examining the effectiveness of suggestive selling using store data collected from a large retail chain. We also account for many other in-store promotions implemented during a 146-week period for 6 confectionery products. We find that suggestive selling is effective in increasing sales and shopper penetration in the presence of a variety of in-store promotions. Using a rich, balanced panel dataset, we develop robust models to demonstrate the positive impact of suggestive selling. Theoretical, managerial, and methodological implications of this research are discussed.

This is a post-peer-review, pre-copyedit version of an article published in Journal of Marketing Analytics. The final authenticated version is available online at: https://doi.org/10.1057/s41270-021-00152-5. The following terms of use apply: https://www.springer.com/gp/open-access/publication-policies/aam-terms-of-use.

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Work Title Is suggestive selling effective in increasing sales? Investigating its role in store promotion strategy using retail chain data from the U.S.
Access
Open Access
Creators
  1. Dinesh Ramdas Pai
  2. Siddharth Bhatt
Keyword
  1. Suggestive selling
  2. Verbal prompting
  3. Upselling
  4. Cross-selling
  5. Companion selling
  6. Add-on selling
  7. In-store promotions
  8. Sales
License In Copyright (Rights Reserved)
Work Type Article
Publisher
  1. Springer Science and Business Media LLC
Publication Date January 27, 2022
Publisher Identifier (DOI)
  1. 10.1057/s41270-021-00152-5
Source
  1. Journal of Marketing Analytics
Deposited April 04, 2022

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Version 1
published

  • Created
  • Added JJRC-D-21-00414-1.pdf
  • Added Creator Dinesh Ramdas Pai
  • Added Creator Siddharth Bhatt
  • Published
  • Updated Keyword Show Changes
    Keyword
    • Suggestive selling, Verbal prompting, Upselling, Cross-selling, Companion selling, Add-on selling, In-store promotions, Sales
  • Updated Work Title Show Changes
    Work Title
    • Is Suggestive Selling Effective?
    • ! Is Suggestive Selling Effective?
  • Deleted JJRC-D-21-00414-1.pdf
  • Added JJRC-D-21-00414-2.pdf
  • Updated Work Title Show Changes
    Work Title
    • ! Is Suggestive Selling Effective?
    • ! Is suggestive selling effective in increasing sales? Investigating its role in store promotion strategy using retail chain data from the U.S.
  • Updated Work Title Show Changes
    Work Title
    • ! Is suggestive selling effective in increasing sales? Investigating its role in store promotion strategy using retail chain data from the U.S.
    • Is suggestive selling effective in increasing sales? Investigating its role in store promotion strategy using retail chain data from the U.S.
  • Updated