Research Based on AiMark Data: Unlocking Insights into Policies, Nutrition Labels, and Branding Strategies with International Household and Retail Panel Data
(A2025-126219)

AUTHORS

Nils Wlömert, Vienna University of Economics and Business; Jenny van Doorn, University of Groningen; David Olk, Wageningen University; Daria Yudaeva, Vienna University of Economics and Business

ABSTRACT

"Research Based on AiMark Data: Unlocking Insights into Policies, Nutrition Labels, and Branding Strategies with International Household and Retail Panel Data" Session Chairs Nils Wlömert, WU Vienna Elizabeth Ramaker, AiMark Abstract of Special Session This special session highlights the insights made possible by AiMark's international household and retail panel data, which is widely used in marketing and retail analytics research. The session features a presentation and discussion led by representatives from AiMark, focusing on the scope of the data, potential applications, and the process for obtaining access. Following this, three research projects will demonstrate the value of AiMark data in addressing timely topics. Presentation: Research Based on AiMark Data: Unlocking Insights from International Household and Retail Panel Data Elizabeth Ramaker (AiMark) Representatives from AiMark will provide an overview of the international household and retail panel data, emphasizing its unique features and potential applications in marketing and retail analytics. Researchers eager to explore the potential of this data, learn about access procedures, and discover research applications are invited to attend this special session. Paper 1: Does behavioral spillover follow policy changes? A longitudinal perspective on changing plastic regulation Mengfei Ye (University of Groningen), Jenny van Doorn (University of Groningen), and Hans Risselada (University of Groningen). In today’s turbulent political environment, governmental policies, such as regulations to curb the use of plastic, are subject to frequent changes. Yet, how such regulatory changes affect plastic use beyond the regulated category – so called spillover – has been understudied. We use scanner data from a cohort of consumers in England between 2005 to 2022 and find a gradual decrease in relative sales of plastic bottled water over time only when transitioning to a more stringent government-imposed regulation (charge). However, increasing the stringency of the same regulation – increasing the charge - triggers an immediate, counteractive response, ultimately delaying overall progress in reducing plastic consumption. Paper 2: Long-term effectiveness of Nutri-Score in the online grocery shopping environment Iina Ikonen (University of Groningen), Christopher Amaral (University of Bath), David Olk (University of Wageningen), and Francesca Sotgiu (Vrije Universiteit Amsterdam). Despite their popularity, the effectiveness of front-of-package nutrition labels in brick-and-mortar stores is often limited, at least partly due to the limited attention they attract from consumers. In online retail environments, it is possible to highlight these labels visually to increase their salience to consumers, offering greater potential to inform healthier choices. Additionally, for these labels to have true impact, their effects need to result in sustainable, longer-term changes. In this study, we investigate how the implementation of the Nutri-Score label in an online grocery store impacts the healthiness of consumers’ purchases in the short and long term. Paper 3: Navigating retail rebranding: Consumer responses to brand unification within a multi-chain context Daria Yudaeva (WU Vienna) and Nils Wlömert (WU Vienna). This study examines consumer responses to retail chain rebranding in a multi-brand context, where both the retail stores and their store-branded products were rebranded as part of the unification of a high-end chain with its mass-market counterpart. Using a quasi-experiment and difference-in-differences analysis on household retail panel data, we evaluate shifts in consumer spending, brand preferences, and store-switching behavior. Results reveal that loyal customers temporarily decreased spending post-rebranding, while less loyal consumers increased their expenditures at the rebranded chain. These findings underscore the heterogeneity in consumer reactions and provide actionable insights for retailers navigating brand unification strategies.