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Rajkumar Venkatesan & Paul W. Farris Measuring and Managing Returns from Retailer-Customized Coupon Campaigns The authors assess how and why retailer-customized coupon campaigns affect guest purchases. The conceptual model proposes effects on trip incidence and revenues through the mere picture display to campaigns ( word picture effect) and the buyback of coupons ( buyback effect). The authors propose monetary savings of the coupons, regularity of the campaigns, and coupon ?t with client preferences as moderators. Analysis of entropy from a assort of regional securities industry chains that were part of a quasi(prenominal) experiment demonstrates that retailer-customized coupon campaigns mother a positive exposure and redemption effect on customer purchases. Mere exposure to customized coupon campaigns contributes more than coupon redemption to campaign returns. consonant with theoretical expectations, customized coupon campaigns are more effective if they depart more discounts, are unexpected, and are positioned as specially selected for and customized to consumer preferences. The demonstrable exposure effects signal that managers should look beyond redemption rates and also see sales lift from nonredeemers when measurement the effectiveness of customized coupon campaigns.

Keywords: customer relationship management, retailer customer contribution, sales promotions, metrics, customized coupons, retailer coupons, ad exposure hopper card data have enabled study retailers, such as Kroger, Safeway, Meijer, and CVS, to offer coupons for brand and private cross off product s through their own customized, direct-to-co! nsumer programs (Angrisani 2003). These programs differ from like freestanding inserts (FSI) reconciling programs in that the offers are customized to each mortal consumers preferences (as re?ected in purchase histories),1 are functional only to selected customers, and steering on increasing the retailers customer revenues sort of than brand sales. Customized coupon...If you want to get a full essay, run it on our website: BestEssayCheap.com

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