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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 voucher campaigns affect guest purchases. The conceptual model proposes effects on trip incidence and revenues through the mere picture cross-file to campaigns ( word picture effect) and the buyback of vouchers ( buyback effect). The authors propose monetary savings of the coupons, regularity of the campaigns, and coupon ?t with guest preferences as moderators. Analysis of entropy from a assort of regional grocery chains that were part of a quasi(prenominal) experiment demonstrates that retailer-customized coupon campaigns confound 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 argon more effective if they depart more d iscounts, are unexpected, and are positioned as specially selected for and customized to consumer preferences. The demonstrable exposure effects conjure that managers should look beyond redemption rates and also sum up 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, advert exposure hopper card data have enabled major retailers, such as Kroger, Safeway, Meijer, and CVS, to offer coupons for brand and private nock products through their own customi zed, direct-to-consumer programs (Angrisani ! 2003). These programs differ from like freestanding inserts (FSI) cooperative 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 centering on increasing the retailers customer revenues sooner than brand sales. Customized coupon...If you want to get a full essay, monastic order it on our website: BestEssayCheap.com

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