Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions

  title={Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions},
  author={Nathan M. Fong and Zheng Fang and Xueming Luo},
  journal={Journal of Marketing Research},
  pages={726 - 735}
As consumers spend more time on their mobile devices, a focal retailer's natural approach is to target potential customers in close proximity to its own location. Yet focal (own) location targeting may cannibalize profits on inframarginal sales. This study demonstrates the effectiveness of competitive locational targeting, the practice of promoting to consumers near a competitor's location. The analysis is based on a randomized field experiment in which mobile promotions were sent to customers… 

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