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The high costs associated with traditional promotional techniques lead retailers and industrials to adopt new promotional formats, especially "separate-item bundles". After presenting this promotional format and its managerial stakes, the article first analyzes the advantages and constraints that separate-item bundles present for actors in the retail industry. We next use an exploratory qualitative approach to shed light on consumers' reactions to such a new promotional format. This double focus - on managers and consumers - leads us to propose key success factors for separate-item bundles implementation at the point of purchase.

Portées et limites du lot virtuel : une étude exploratoire