Navigating Differentiated Promotional Practices: Examining Consumer Fairness Perceptions in Omnichannel Retail
(2025) 8ème Journée doctorale franco-belge en Marketing — Location: Paris, France (17.January.2025)
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- Abstract
- In today’s connected world, retailers must rethink and effectively execute their marketing strategies across channels to stay competitive. Despite the several benefits of omnichannel retailing, whether to unify or differentiate promotional practices across online and offline channels remains a controversial topic among researchers and practitioners, which has repercussions on retailers’ business performance. Building upon fairness theory, this multi-experiment research investigates consumer responses to these promotional strategies. Study 1 provides preliminary evidence of consumers’aversion to differentiated promotional practices across channels. Study 2 finds that short, time-limited promotional deals amplify the negative effect of differentiated promotional practices on fairness perceptions. Study 3 explores why consumers perceive a promotional deal available both online and offline differently from an equivalent online exclusive or an offline-exclusive promotional deal. These insights offer retailers strategic guidelines to tailor their approaches without hurting consumers’ fairness perceptions.
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Duquesne, O., Hazée, S., & Ducarroz, C. (2025). Navigating Differentiated Promotional Practices: Examining Consumer Fairness Perceptions in Omnichannel Retail. 8ème Journée doctorale franco-belge en Marketing, Paris, France. https://hdl.handle.net/2078.5/246498