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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 attest 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 guest preferences as moderators. Analysis of entropy from a assort of regional food product chains that were part of a quasi(prenominal) experiment demonstrates that retailer-customized coupon campaigns demand 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 dis counts, ar unexpected, and are positioned as specially selected for and customized to consumer preferences. The demonstrable exposure effects bring up that managers should look beyond redemption rates and also direct 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, advertising exposure hopper card data have enabled study retailers, such as Kroger, Safeway, Meijer, and CVS, to offer coupons for brand and private denominate products through their own customized, direc! t-to-consumer programs (Angrisani 2003). These programs differ from like freestanding inserts (FSI) concerted 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 focal point on increasing the retailers customer revenues instead than brand sales. Customized coupon...If you want to get a full essay, array it on our website: BestEssayCheap.com

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