Online Consumer Sales Promotion : A study of four American companies' websites.

Abstract: Title: Online consumer sales promotion in retail clothing companies – a study of four American companies’ websites. Authors: Emma Berter and Christina Blomqvist Advisor: Venilton Reinert Level: Bachelor thesis in Marketing, (15 Swedish credits), Spring 2010 Keywords: Online marketing, marketing mix, consumer sales promotion Question: How can retail clothing companies use consumer sales promotion to try to increase sales on their websites? Purpose: The purpose was to investigate how consumer sales promotion can be used on retail clothing companies’ websites to increase sales. Method: This thesis is done as a qualitative research and with a deductive approach since we have studied theories and then done our own research. The data collected for this research was taken exclusively from the websites of the companies chosen to be a part of this research. Theoretical framework: This chapter is introduced with theories regarding online marketing which is followed by a section on the marketing mix online. Further a closer look is done at one of the devices of the marketing mix; the promotion tools. There are five promotion tools existing and in this thesis a closer look is taken at the sales promotion tool. Consumer sales promotion which is one of the sales promotion tools are then at focus and the reader will through this chapter develop a deeper understanding for the different ways of using consumer sales promotion online. Empirical studies: The empirical studies consist of data collected when the websites of the companies have been studied. Conclusions: Through the research that has been made and through comparison with theories studied, conclusions hav