Journal title MERCATI E COMPETITIVITÀ
Author/s Beatrice Luceri
Publishing Year 2007 Issue 2007/1 Language Italian
Pages 18 P. 137-154 File size 421 KB
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The paper explain the causal research results carried out to check in store communication efficacy, during the shopping trip and as regards assortment. Self scanner is the communication medium employed. Cognitive aims have been achieved using the same communication plan for all the trial point of sale customers and sending the promotional message only to self scanner users while passing trough the zone where the promoted brand is exposed. Keywords: In store communication, self scanning, consumer behaviour.
Beatrice Luceri, Comunicazione diretta mediante self scanner in "MERCATI E COMPETITIVITÀ" 1/2007, pp 137-154, DOI: