【学术研讨】消费者药房忠诚度与超市客流增长策略

地点:   同济大厦A座509教室

讲座摘要 | ABSTRACT

Pharmacy departments are critical to retailers, not only because of their lucrative health services but also because of their strategic value in growing consumer traffic. This paper provides empirical evidence on how a retailer can leverage pharmacy improvement for cross-category revenue growth. Exploring the quasi-experimental variations following a national chain’s in-store pharmacy re-branding event, I find a positive spill over to the non-pharmacy categories of the retailer, resulting in an 8.5% increase in visits and a 9.6% increase in spending. Further analyses reveal that the traffic growth is driven by consumers seeking the convenience of one-stop shopping. Nevertheless, this effect can be tempered when consumers face higher switching costs when changing pharmacies. These findings provide insights into retailers’ category strategies, underscoring the importance of mitigating consumer switching costs during the process.

讲者介绍| GUEST BIO

Ruiqi Wu is an assistant professor of marketing in the Department of Business Administration at the University of Delaware’s Alfred Lerner College of Business and Economics. Her research interests lie broadly in quantitative marketing with an emphasis on the digital economy, pricing and branding strategies. In her current research projects, Ruiqi studies how platform designs and market regulations can remedy market frictions facing firms or consumers. Before joining Lerner College, Ruiqi received a B.A. in economics from Fudan University and a Ph.D. in business administration from the University of Rochester.