BOGO or 50% Off?: The Impact of Sales Promotions and Shopping Channels on Apparel Shopping Behaviors
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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The study aims to test the difference between the online and offline consumer responses to two sales promotion tactics (i.e., bonus packs and price discounts). Three online experiments were conducted, and as a result, Study 1 found that price discounts were perceived as prevention-focused and bonus packs as promotion-focused promotion. Study 2 then found that promotion-oriented participants chose bonus packs (vs. price discounts) more than prevention-focused participants. Lastly, Study 3 showed that participants in the online condition found the sales promotion more attractive and were more likely to purchase the product when the promotion was presented as the price discount (50% off) than the bonus pack (BOGO) while participants in the offline condition rated both promotion tactics equally. This study provides important insights for sales promotion and multichannel retailing, by addressing subtle differences induced by different shopping channels, and emphasizes the importance of developing channel-specific sales promotion strategies.