The impact of cross-channel promotional strategies on sales performance: An evaluation of a retail brand in Port Harcourt.
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- NGN 5000
Background of the study: Cross-channel promotional strategies, which combine both traditional and digital promotional efforts, are increasingly critical for driving sales performance in the retail sector. In Port Harcourt, retail brands are leveraging these strategies to create a seamless customer journey that integrates online promotions, in-store displays, and social media campaigns (Reynolds, 2023). This study explores how the coordination of promotions across multiple channels influences sales performance and customer engagement. The retail environment in Port Harcourt is characterized by a diverse consumer base with varying purchasing behaviors, which necessitates an adaptable and integrated approach to promotions (Harrison, 2024). Effective cross-channel strategies ensure that promotional messages are consistent and compelling, thus enhancing consumer trust and driving higher conversion rates. Moreover, the integration of data analytics in monitoring campaign performance has provided retailers with actionable insights to refine their promotional mix (Evans, 2025). This research examines the correlation between cross-channel promotional efforts and increased sales, highlighting both the opportunities and challenges encountered by retail brands in a competitive market.
Statement of the problem: Retail brands in Port Harcourt are confronted with challenges in synchronizing their promotional strategies across multiple channels. Discrepancies in messaging and promotional timing can lead to consumer confusion, negatively impacting sales performance. Despite the recognized potential of cross-channel promotions to boost sales, many retailers struggle with operational complexities and inconsistent campaign execution. This study aims to investigate these issues, identifying the barriers to effective cross-channel promotion and assessing their direct impact on sales performance (Reynolds, 2023; Harrison, 2024).
Objectives of the study:
To evaluate the effect of cross-channel promotional strategies on sales performance.
To identify challenges in the implementation of integrated promotional campaigns.
To recommend strategies for enhancing cross-channel promotional effectiveness.
Research questions:
How do cross-channel promotional strategies affect sales performance in retail?
What operational challenges hinder the effective execution of these strategies?
What measures can be taken to improve cross-channel promotional consistency?
Significance of the study: This study is significant for retail brands seeking to optimize their promotional efforts across multiple channels. The insights provided will help in refining campaign strategies to drive sales performance, ultimately supporting improved market competitiveness and consumer engagement (Evans, 2025).
Scope and limitations of the study: The study is limited to analyzing cross-channel promotional strategies and their impact on sales performance within a retail brand in Port Harcourt, without considering external market factors.
Definitions of terms:
Cross-Channel Promotional Strategies: Coordinated promotional efforts across various communication channels.
Sales Performance: A measure of a brand’s ability to generate revenue through effective promotional activities.
Retail Brand: A company engaged in selling consumer goods directly to the public.
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