Online personalized sales promotions in food retailing
01 / 2001 - unknown
The Internet provides ample opportunities for personalizing sales promotions in the mass market (mass customization). In this project we study how sales promotions can be personalized to individual online shoppers in a food retail setting and how this customization affects online shopping behavior. Multi-category shopping patterns will be analyzed to support customization decisions. The implications for the marketing of online food retailing will be addressed.