Interet de recherche

Themes

Biographie

Diplômée de l’ENSAE et de l’ESSEC, Docteur ès Sciences de Gestion, habilitée à diriger des thèses, Sandrine Macé est professeur associé. Elle est responsable du Mastère Spécialisé Marketing et Communication Part time à ESCP Europe ainsi qu’à l’Ecole Supérieure des Affaires de Beyrouth. Elle dirige aussi la formation aux Études en Marketing dans le cadre des programmes pour Cadres et Dirigeants.
Elle est l’auteur de La politique commerciale du point de vente (Vuibert, 2001) et de chapitres d’ouvrages (Distribution et Prospective : Prospective et Stratégies, Economica 2005 ; Le Marketeur, Pearson 2003 ; Manuel de Gestion, Ellipses 2004 ; Encyclopédie Vente et distribution, Economica 2001 ; Etudes et recherches en distribution, Economica 2000). Elle a réalisé la version française pour Pearson-Village Mondial de Le Plan Marketing très Efficace, Optimisation Prix et Blog Marketing.
Pendant sa visite d’Amos Tuck Business School, Dartmouth College, Sandrine Macé a poursuivi ses recherches sur la promotion des ventes.

Recherche actuelle

Les thèmes de recherche de Sandrine Macé portent sur  la promotion des ventes, le marketing du distributeur et les techniques quantitatives appliquées au marketing.

Articles sur ces thèmes:

The Determinants of Pre- and Post-Promotion Dips in Sales of Frequently Purchased Goods (with Scott A. Neslin, Dartmouth College, Journal of Marketing Research, 2004).
This paper is an empirical study of the relationships between pre- and post-promotion dips in weekly store data and UPC, category, and store trading area customer characteristics. Drawing on recent advances in econometric modeling (Van Heerde, Leeflang, and Wittink 2000), we estimate 39,441 pre- and post-promotion dip elasticities in 83 stores in 10 product categories. We relate these elasticities to 24 characteristics such as UPC price and market share, category budget share and storability, and store trading area demographics. We find that UPC, category, and store trading area customer characteristics all explain significant variation in these behaviors. For example, both pre- and post-promotion dips are stronger for high priced, frequently promoted, mature, high market share UPCs. We find that post-promotion dips are not significant for private labels but more prominent for UPCs with less predictable promotion patterns. We find that stores with trading areas consisting of older customers living in larger households and owning cars are particularly prone toward post-promotion dips. Our findings potentially deepen our understanding of stockpiling and deceleration and blend two trends in promotion response research – an increased focus on pre- and post-promotion effects, and a greater emphasis on examining cross-sectional differences in promotion response.

Assessing and explaining the impact of 99-ends on sales with store-level scanner data.
The price variable of the marketing mix has been studied for a while as it impacts sales greatly (Gijsbrechts 1993). Much research focuses on the effect of a price reduction on sales (see Bijmolt, van Heerde and Pieters (2005) for a meta analysis of 81 studies). This paper investigates the effectiveness of 99-ending prices alone, that is with no price reduction.
This research makes several contributions. First, it contributes to better understand the 99-ending practice. It aims at assessing the impact of 99-ends on sales on the basis of actual data, while most previous research had used experimental data. It provides evidence of a strong impact of 99-ends, which generate incremental sales of 24.1% to 59%. A first implication is that retailers can generate an increase in sales simply by setting 99-ending prices without marking down and bringing down profit. In some cases, it means that it would lead to increase prices to get incremental sales!
This research leads to a second conclusion: 99-ending effect is context dependent. It means that retailers should draw up the items, categories and stores associated with the highest responsiveness to 99-endings. Results suggest that they should select low price categories, low price brands, low market share brands, new items, and national brands. For instance, a $1 category price rise generates a 4.5% loss of incremental sales. Results also indicate that the impact of 99-endings on sales decreases from 8.8% on average with a 10% growth of the market share. A 20% rise in price triggers a lower impact (estimated at -12.2% on average).The impact for national brands versus private labels is greater than 9%.

Publications