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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 verifier campaigns affect guest purchases. The conceptual model proposes effects on trip incidence and revenues through the mere picture evidence to campaigns ( word picture effect) and the buyback of verifiers ( buyback effect). The authors propose monetary savings of the coupons, regularity of the campaigns, and coupon ?t with node preferences as moderators. Analysis of entropy from a assort of regional market place chains that were part of a quasi(prenominal) experiment demonstrates that retailer-customized coupon campaigns arrive 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 atomic number 18 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 nominate that managers should look beyond redemption rates and also charter 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, advertizement exposure hopper card data have enabled major retailers, such as Kroger, Safeway, Meijer, and CVS, to offer coupons for brand and private tag products through their own customized, ! direct-to-consumer programs (Angrisani 2003). These programs differ from like freestanding inserts (FSI) accommodative 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 way on increasing the retailers customer revenues alternatively than brand sales. Customized coupon...If you want to get a full essay, ball club it on our website: OrderCustomPaper.com

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