Empirical analyses of pricing and sales strategies in optical retail : : up-selling, cross-selling and merger of complements

Abstract: In this thesis, we study a range of pricing and sales strategies commonly used in optical retail. Using an extensive data set from optical retail including the sales activities of more than 400 opticians over 20 years, we analyze up-selling, cross-selling and a merger of complements over three studies. First, we study the effects of the merger between two optician suppliers, Essilor and Luxottica. This merger of complements was expected to decrease the prices of the merging parties’ products due to an internalization of externalities. Our results confirm theory and suggest that, relative to specific competitors used as control group, the merger decreased the prices of the merging parties’ products by around 7%. Second, we study how customer loyalty affects the optician’s ability to up-sell customers. By tracking the purchasing behavior of customers, we find that repeated purchases allow opticians to shift customers towards products with higher prices and profits. Third, in addition to the customer level analysis, we also research the short- and long-run effects of up- and cross-selling on the retailer level. Our results suggest that both up- and cross-selling increase profit in the short run. However, in the long run, up-selling decreases sales and profit, while cross-selling increases them

Object Details

• Location: Deutsche Nationalbibliothek Frankfurt am Main
• Extent: Online-Ressource
• Notes: Universität Freiburg, Dissertation, 2024

Classification and Topics

• Keyword: Preisbildung ; Einzelhandel ; Privatkundengeschäft

Contributors, Places and Time

• Event: Veröffentlichung
• (where): Freiburg
• (who): Universität
• (when): 2025
• Creator: Nagel, Niklas
• Contributor: Gaudin, Germain ; Krieger, Tim ; Albert-Ludwigs-Universität Freiburg. Wirtschafts- und Verhaltenswissenschaftliche Fakultät

Further information

• DOI: 10.6094/UNIFR/262150
• URN: urn:nbn:de:bsz:25-freidok-2621501
• Rights: Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
• Last update: 15.08.2025, 7:22 AM CEST