Selling Strategies Research Articles

Persuasive Speech Act Strategies of Online Fashion Sellers in Live E-Commerce: A Cyberpragmatics Approach

Through cyberpragmatics outlook, this study explores the persuasive speech act techniques utilized by online fashion vendors during live e-commerce sessions. The study investigates how sellers utilize persuasive strategies in digital communication to influence consumer behavior and increase revenue. A mixed-methods approach is employed so that the research combines qualitative content analysis of live selling sessions with quantitative measures of engagement and conversion rates. Important discoveries show that sellers frequently use a combination of assertive, expressive, directive, commissive, and phatic speech acts, which are adapted to the dynamic and interactive nature of real-time e-commerce platforms. The implications for both sellers and digital marketing strategists underscore the importance of adaptive communication techniques in enhancing consumer engagement and optimizing sales outcomes. Furthermore, the persuasive strategies emphasize the importance of using visual aids, real-time client engagement, and personalized marketing tactics. This research contributes to the understanding of digital persuasion in e-commerce and offers insights into the evolving landscape of online retail communication.

TEXTILE MERCHANDISING IN THE FAST FASHION ERA: ADAPTING TO RAPID CHANGE IN CONSUMER DEMANDS

Rapid changes in consumer preferences, technology breakthroughs, and mounting sustainability concerns have all had an impact on the fast fashion sector. This study investigates how textile merchandising is changing in this fast-paced world, with a particular emphasis on how companies are adjusting to meet customer expectations while maintaining speed and cost-effectiveness. By examining how these characteristics affect merchandising tactics, the study hopes to shed light on how fast fashion retailers can effectively negotiate the challenges of contemporary retail. The main goal of this study is to find out how fast fashion companies can handle sustainability issues and quickly adapt to changing consumer preferences by optimizing their merchandising strategies. The goal of the study is to comprehend how consumer behavior, sustainability, and technology interact to shape textile marketing techniques. To find new trends and best practices, this study uses a qualitative methodology to analyze secondary data from document analysis and scholarly literature. According to key results, technology is essential for enabling more individualized and flexible merchandising strategies, which enables firms to react swiftly to changing consumer expectations. Companies must manage this issue because the fast fashion model's emphasis on speed and inexpensive production frequently clashes with environmental objectives. Additionally, inventory management and coordination across many sales platforms are made more difficult by the omnichannel retail environment. The dependence on secondary data, which might not adequately reflect the subtleties of current customer behavior or the internal tactics of certain brands, is one of its limitations. Nonetheless, the results have important ramifications for theory and practice. The study theoretically advances our knowledge of how technology, sustainability, and consumer behavior interact in fast fashion merchandising. Practically speaking, it offers fast fashion companies’ useful information to improve their tactics, especially in the areas of inventory control, sustainability, and technological integration. Businesses can improve their competitiveness and long-term viability in a market that is changing quickly by implementing more adaptable, customer-centric strategies.

Effectiveness of Live Selling Marketing Strategies as a Key Tool to Enhance Sales in the Fashion Business

This research examines how live selling marketing strategies can boost sales for a fashion brand. Data was gathered through a questionnaire on the brand’s Instagram, and Smart PLS was used for statistical analysis to understand the relationships between different factors. The results show that live selling significantly enhances customer engagement, sales conversion rates, and brand loyalty. The study confirms the reliability of the research model and highlights key factors that contribute to successful live selling, along with the challenges faced. Practical recommendations are provided to help optimize live selling strategies in the fashion industry. While the findings are specific to the selected brand, they offer valuable insights for other fashion brands looking to implement similar strategies.

The Influence of Iconnet Product Personal Selling on the Purchase Interest of Housing Residents in Medan City

This study aims to analyze the influence of ICONNET product personal selling on the purchase interest of housing residents in Medan City. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to 150 respondents who are housing residents in Medan City. Data analysis was conducted using simple linear regression to test the influence of personal selling on purchase interest. The results of the study indicate that personal selling has a positive and significant influence on the purchase interest of housing residents. Effective personal selling increases consumer purchase interest in ICONNET products. These findings have implications for marketing management that personal selling strategies can be an effective tool to boost sales, particularly in the telecommunications industry in residential areas. Recommendations for future research include adding other variables such as product quality and price to see their effects on purchase interest more comprehensively.

The Advance and Spot Selling Strategy Under Quality Information Asymmetry

ABSTRACTWe study firms' optimal pricing and quality selection in the advance period and the spot period under the information asymmetry. Our study theoretically demonstrates that the advance price as a signal of quality information can affect the separating and pooling equilibrium. Importantly, we find that separating equilibrium is more favorable for high cost‐efficiency if consumers have low prior probability that the firm is high cost‐efficiency. For the firm with low cost‐efficiency, the benefit of the separating equilibrium is the same as information is common sense. But no matter which equilibrium firms choose, they will target all consumers during the spot period.

Don’t put all the eggs in one basket: examining adaptive selling behavior in salespeople’s performance

AbstractIn a B2B selling context, salespeople are encouraged to perform adaptive selling strategies to attend to diversified customer needs and achieve sales performance (i.e., market share) and relational performance (i.e., trust, loyalty, and satisfaction) by performing adaptive selling behavior or showing the ability to recognize customers’ emotions. However, based on the resource allocation theory, the current research proposes that the two aforementioned factors seem to interfere with each other to affect the final performances. Results show that from Study 1, adaptive selling behavior, which is consequential of salespeople’s interpersonal mentalizing skills, is positively associated with relational performance, and the relationship is moderated by emotional intelligence. From Study 2, perceived service climate, a consequence of perceived transformational leadership is positively associated with sales performance. There was a significant interaction between adaptive selling behavior and service climate on sales performance, indicating that salespeople who do not perceive that firms emphasize services, they have sufficient resources to apply adaptive selling strategies. Conversely, if they were encouraged to focus on providing service, this might affect their adaptive selling on sales performance. Based on the results, we provide insights for B2B salespeople and managers to focus on one salient goal to achieve the best outcome.

ENHANCING CUSTOMER ACQUISITION THROUGH CREATIVE COMMUNICATION IN PERSONAL SELLING: A CASE STUDY OF PT TIRTA ASASTA DEPOK (PERSERODA)

This research aims to explore the role of communication creativity in personal selling strategies to increase the number of customers in the Marketing Team of the Regional Water Company Tirta Asasta Depok in 2024. The method is an exploratory case study. Primary data was collected through interviews and direct observations, while secondary data was gathered from literature, company documents, and previous research. The theoretical framework includes Computer-Mediated Communication, Social Exchange Theory, and Media Convergence Theory. The research findings show that communication creativity in personal selling involves utilizing media convergence tools such as laptops, WhatsApp, email, and Zoom to interact and negotiate with customers. This strategy is further enhanced by offering rewards, providing gifts, and using motivational narratives to build relationships. It also includes delivering more comfortable services with improved negotiation management and collaborating with local authorities to expand outreach. As communicators, neat and polite appearances, along with the use of "lip service" to create comfort and trust play significant roles. However, communication barriers were negative customer perceptions regarding new connection fees, public corporate image, and the skepticism toward government-owned enterprises. The findings indicate that creativity in communication can effectively enhance customer acquisition.

Discrimination Against Non-native English Speakers in the English Language Teaching Profession: Evidence from Internship Advertisements

Despite the non-native English-speaking teachers’ (NNESTs) movement, the literature documents widespread discrimination against NNESTs particularly in hiring discourse in English as a foreign language (EFL) contexts. The present study aims to shed light on another aspect of this discrimination in EFL internship advertisements by investigating the ideal interns’ qualifications and requirements as well as the characteristics of internship locations and fringe benefits attributed to the internship positions. To this aim, 13 international advertisements were chosen as the corpus of the study from the Premier TEFL website and were thematically analyzed. The results pointed to the native speaker fallacy in internship advertisements as all the programs required the candidates to be native speakers of inner-circle English-speaking countries or hold academic degrees from these locations. Additionally, a variety of selling strategies and marketing tactics such as the description of landscapes and outdoor activities along with a diversity of fringe benefits were utilized to attract native speakers. The results are discussed in the light of native speaker dominance in the profession and the ways to fight against this legacy. Finally, the paper ended with the implications the study has for various stakeholders including native English-speaking teachers (NESTs) and NNESTs themselves.

Effects of online-to-offline spillovers on manufacturers’ online sales mode selection

Numerous studies have confirmed the existence of two types of spillover effects (i.e., negative or positive spillover) from online sales to offline sales. The manufacturer’s chosen strategy for sales mode can be challenging and complex when considering online sales efforts and spillover effects. With positive spillover, enhancing online sales efforts not only increases online demand but also stimulates offline demand. Conversely, with negative spillover, an increase in online sales efforts boosts online sales while simultaneously cannibalizing offline sales. This paper analyzes the manufacturer’s choice between reselling and agency selling modes and investigates how both positive and negative spillover effects influence the manufacturer’s choice when considering online sales efforts. We demonstrate that, with a significant positive spillover, agency selling is the manufacturer’s optimal strategy. Counterintuitively, we show that the larger the negative spillover, the more the manufacturer prefers reselling. Furthermore, when the negative or positive spillover is relatively low, the manufacturer’s decision regarding the sales mode depends on the commission rate. Moreover, our study highlights that the optimal selling strategy for the manufacturer is affected by consumers’ sensitivity to online sales efforts. We also find that when considering online sales efforts, in scenarios where there is a significant positive spillover, the manufacturer is better off adopting agency selling. Meanwhile, the manufacturer may obtain negative profits from the online channel but can be compensated by the profits made from the offline channel. We extend the model to consider online sales efforts provided by the online platform in two selling modes, demonstrating the robustness of our main outcomes.

Brands’ Livestream Selling with Influencers’ Converting Fans into Consumers

Livestream selling is booming in the digital economy era. In practice, for the benefits such as consumer utility enhancement and the reduction of supply-preference mismatch, many brands are adapting their strategies to livestream selling, wherein some brands cooperate with top influencers to livestream as they can exert efforts to convert the fans into consumers. By contrast, some other brands choose to livestream by themselves to save the commission cost for the influencer, even at the expense of losing fan consumers. In this study, we characterize brands’ key tradeoffs between top influencer-livestream and self-livestream selling strategies. We find that a higher commission rate can incentivize the influencer to exert more efforts to convert fans, but also harms the brand by reducing the proportion of the livestream profit allocated to it and inhibiting it from transferring commission cost to consumers. Therefore, the brand may (not) be suggested to cooperate with the influencer when the commission rate is at a moderate (either low or high) level such that the twofold impacts of the commission rate are balanced (imbalanced). For consumers, their surplus may first decrease and then increase with the influencer commission rate. Our study deepens the understanding of the roles of top influencers and their fans in livestream e-commerce operations.

Strategi Personal selling dalam Komunikasi Pemasaran: Upaya Meningkatkan Brand awareness di Production House Tryma Creative

The marketing strategy paradigm shift from conventional to digital has brought significant changes to the economic sector. The use of digital platforms as a marketing tool causes competition between companies to become increasingly fierce. To survive and develop, companies need to have an effective marketing communications strategy to increase brand awareness. Brand awareness is one of the key factors influencing consumer purchasing decisions; The higher the brand awareness of a product or service, the more likely consumers are to choose it. This research aims to explore personal selling strategies in marketing communications at the Tryma Creative Production House in order to increase brand awareness. The research method used is qualitative with a descriptive approach. Integrated Marketing Communications (IMC) theory is used as a framework for understanding and analyzing the strategies implemented. The research results show that the personal selling strategy used by Tryma Creative includes: 1) Conducting face-to-face meetings or via Zoom to build personal relationships with clients, 2) Providing high-quality service at the initial meeting to give a positive and professional impression, and 3) Utilizing communication via social media and WhatsApp to maintain continuous interaction with clients. This approach has been proven to significantly increase Tryma Creative's brand awareness, making the company better known and trusted by consumers. These findings provide important insights for other companies looking to optimize their personal selling strategies in the digital era.

A Hybrid Forecasting Model for Electricity Demand in Sustainable Power Systems Based on Support Vector Machine

Renewable energy sources, such as wind and solar power, are increasingly contributing to electricity systems. Participants in the energy market need to understand the future electricity demand in order to plan their purchasing and selling strategies. To forecast the electricity demand, this study proposes a hybrid forecasting model. The method uses Kalman filtering to eliminate noise from the electricity demand series. After decomposing the electricity demand using an empirical model, a support vector machine optimized by a genetic algorithm is employed for prediction. The performance of the proposed forecasting model was evaluated using actual electricity demand data from the Australian energy market. The simulation results indicate that the proposed model has the best forecasting capability, with a mean absolute percentage error of 0.25%. Accuracy improved by 74% compared to the Support Vector Machine (SVM) electricity demand forecasting model, by 73% when compared to the SVM with empirical mode decomposition, and by 51% when compared to the SVM with Kalman filtering for noise reduction. Additionally, compared to existing forecasting methods, this study’s accuracy surpasses LSTM by 63%, Transformer by 47%, and LSTM-Adaboost by 36%. The simulation of and comparison with existing forecasting methods validate the effectiveness of the proposed hybrid forecasting model, demonstrating its superior predictive capabilities.

The New Fishing Technique With Lighted Gillnets in Lake Kivu: Panacea or Pandora's Box?

ABSTRACTA new fishing technique has been introduced in Lake Kivu, across the Congo side. It consists of gillnets on which light‐emitting diode (LED) lamps are attached. Traditional fishermen have introduced the fishing technique without any studies related to the positive and drawback effects of this fishing technique. We sought to understand whether the gillnets with LED lamps fishing technique improve fishing catches and can be regarded as sustainable for the Lake Kivu ecosystem, or is it just only a marketing strategy for gillnets and LED lamp sellers. Two complementary approaches have been used in this study. Experimental fishing campaigns were conducted from June 2021 to June 2022 and monitoring of fishing team in the field coupled with surveys of fishermen about the effectiveness use of this new fishing technique. We observed that (i) 88% of fishermen using gillnet in the Bukavu sub‐basin have already adopted the recently introduced fishing technique; (ii) the average catch per unit effort of gillnets with LED lamps is higher than those without LED lamps (3.84 ± 1.95 kg/net vs. 2.69 ± 2.04 kg/net); (iii) these gillnets retrieve larger specimens (79.88 mm vs. 76.69 mm) and generate monthly a higher average profit to fishermen ($916.35) than the fishing technique lacking the LED ($807). However, (iv) the gillnets with LED lamps generates a lot of plastic trash: around 2130 kg of plastic bags/month under fishing conditions in the Bukavu sub‐basin. So, this new fishing technique is a real panacea for its practitioners, but a veritable Pandora's box generating plastic pollutants in Lake Kivu. Instead of banning this new fishing technique, we need to adapt it by using submersible LED lamps.

Premium pricing and capacity rationing for advance selling with consumers regret

Retailers of iconic products commonly implement premium advance selling, which typically triggers regret in consumers. A premium advance selling strategy is centered around differences in pricing and capacity rationing between two selling periods. We develop a decision-theoretic model to capture the key dynamics of a retailer and a unit mass of consumers. We analyze the retailer's decisions on premium pricing and capacity rationing both separately and jointly. We characterize the retailer's strategy equilibrium under certain market conditions and investigate the effect of consumers anticipated regret on the outcomes. Our findings highlight the importance of the relative strength of regret and the difference between premium and spot pricing when a retailer adopts premium advance selling. Our analysis further identifies the forces driving a retailer's use of disparate selling strategies. We contribute to the field by offering tangible insights into whether and how premium advance selling should be adopted to help retailers more proactively leverage or mitigate consumers' regret.

Selling Bonus Actions in Video Games

In the mobile video games industry, a common in-app purchase is for additional “moves” or “time” in single-player puzzle games. We call these in-app purchases bonus actions. In some games, bonus actions can only be purchased in advance of attempting a level of the game (pure advance sales (PAS)), yet in other games, bonus actions can only be purchased in a “spot” market that appears when an initial attempt to pass the level fails (pure spot sales). Some games offer both advance and spot purchases (hybrid advance sales). This paper studies these selling strategies for bonus actions in video games. Such a question is novel to in-app tools selling in video games, and it cannot be answered by previous advance selling studies focusing on end goods. We model the selling of bonus actions as a stochastic extensive form game. We show how the distribution of skill among players (i.e., their inherent ability to pass the level) and the inherent randomness of the game influence selling strategies. For casual games, where low-skill players have a sufficiently high probability of success in each attempt, if the proportion of high-skill players is either sufficiently large or sufficiently small, firms should adopt PAS and shut down the “spot” market. Furthermore, the player welfare-maximizing selling strategy is to sell only in the spot market. Hence, no “win-win” strategy exists for casual games. However, PAS can be a win-win for hardcore games, where low-skill players have a sufficiently low success probability for each attempt. This paper was accepted by Hemant Bhargava, information systems. Funding: C. T. Ryan received funding from NSERC Discovery [Grant RGPIN-2020-06488]. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mnsc.2022.02348 .

Advance Selling Strategy with Return Service: The Impacts of Information Disclosure and Disclosure Methods

The return cost burdens both consumers and merchants, leading merchants to emphasize information disclosure during pre-sales of new products. This study analyzes the effects of information disclosure methods on consumer valuation and merchants’ pre-sale strategies across four scenarios: no advance selling, no information disclosure, traditional information disclosure, and blockchain-enabled information disclosure. We examine optimal pricing and inventory strategies under each scenario, assessing the value of information disclosure and the merchant’s optimal advance selling strategy. We find that traditional information disclosure could lead to various pre-sale pricing outcomes based on consumer valuation distribution bounds, trust levels, and merchant return losses. Blockchain-based disclosure influences merchants to implement premium pricing, which may render blockchain unnecessary. Offering pre-orders is beneficial with any information disclosure method. If consumers have varied product understandings, merchants benefit more from using an information disclosure strategy rather than just offering returns; otherwise, the reverse is true. The paper provides theoretical insights into optimal pre-sale information disclosure practices.

Agency or reselling? Supplier’s online channel strategies with platform financing

Online finance implemented by e-commerce platforms assists small and medium-sized enterprises in overcoming capital shortages and advancing channel development. We investigate the interplay between channel strategy and platform financing within a dual-channel supply chain comprising a capital-constrained supplier, an e-commerce platform, and an offline retailer. The supplier has access to various sales services (i.e., reselling and agency selling) as well as financing services from the e-commerce platform. Using a game-theoretical model, we analyze the financing conditions under two channel strategies and explore the supplier’s optimal channel strategy. Our research results reveal several key insights. Firstly, whether to choose platform financing under varying channel strategies depends on the supplier’s capital constraints and the platform’s interest rate. High capital constraints allow the supplier to benefit from platform financing. Secondly, the determination of the supplier’s optimal channel strategy primarily hinges upon factors such as the supplier’s production cost and financial constraints, as well as the interest and commission rates set by the platform. Additionally, the e-commerce platform imposes stricter financial requirements on the supplier to offer financing under the agency selling strategy compared to the reselling strategy. Furthermore, in the case of relatively high (or low) production costs, choosing the reselling strategy (or the agency selling strategy) to secure retailer finance (or agency finance) can realize a Pareto improvement. Our findings underscore the significant role of platform finance and provide valuable insights for suppliers in developing channel strategies that effectively integrate both operational and financial considerations.

Price prediction and selling strategy optimization using the Feynman formula differential equations

Price prediction and selling strategy optimization using the Feynman formula differential equations

ANALISIS DAMPAK IMPLEMENTASI STRATEGI CROSS SELLING PADA PENAMBAHAN DANA PIHAK KETIGA SERTA PENAMBAHAN JUMLAH NASABAH FUNDING DI PERUMDA BPR BANK DAERAH KOTA MADIUN

The main objective of this research is to investigate how the cross-selling strategy is applied and how it affects the collection of third party funds. Second, examine the obstacles to cross selling strategies in raising third party funds. Third, look into how the cross-selling approach is being used and how that is affecting the amount of money raised for third party funds. This study uses a field research methodology and is qualitative-descriptive in nature. Madiun City Regional Bank, People's Credit Bank (BPR), and Regional Public Company (Perumda) served as the research subjects. This study's objective is to develop a cross-selling strategy that will boost third-party funding. Documentation, interviews, and observation are methods used to collect data. The three stages of the data analysis procedure were data reduction, data display, and conclusion drawing. To determine the veracity of the data, take into account using source triangulation. First, the research's findings indicate that the Tabunganku Product becomes the primary account when cross-selling is implemented. Furthermore, you can get other services, namely having more than one savings product account, lower credit interest, receiving deposit interest and disbursing credit through your Tabunganku account. Second, the obstacles are competition with conventional banks, savings cannot be disbursed at any time, and lack of communication with customers. Third, the impact that arises is customer loyalty, increasing income, reducing time and costs, and maintaining public trust in using third party fund products.

Time-varying expected returns, conditional skewness and Bitcoin return predictability

We employ a GARCH-type model to jointly estimate returns, conditional variance and skewness and show that conditional skewness outperforms sample skewness and conditional and sample variance in predicting future Bitcoin returns. Interestingly, the results show that the relationship between conditional skewness and future Bitcoin returns is different depending on the sample period. In the first subsample (2018–2020), a period of relative calm in the Bitcoin market, the relationship is negative, which is in line with that found in the literature. However, in the second subsample (2021–2022), a period of major turmoil in the Bitcoin market, the relationship is positive, which is consistent with that found in previous papers on the relationship between conditional market skewness and future index returns during crisis periods. Based on these results, a dynamic buy and sell strategy of buying or selling Bitcoin based on the estimated conditional skewness is proposed. This dynamic strategy outperforms a static buy-and-hold strategy. The profitability of this strategy can be viewed as the reward that investors demand for bearing the risk associated with the changing conditions in the cryptocurrency market that generate time-varying expected returns.