von Mutius, Bernhard; Huchzermeier, Arnd - In: Naval Research Logistics (NRL) 68 (2021) 6, pp. 683-700
In their loyalty reward programs, large retailers adopt category-specific targeted promotions as an effective means to … increase shoppers' basket values. However, neither the literature nor observed marketing practice provides category selection … methods that maximize the promotion's profitability. Hence, we provide a predictive customer-centric category selection …