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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 node purchases. The conceptual model proposes effects on trip incidence and revenues through the mere picture to campaigns ( portraying effect) and the repurchase of vouchers (redemption effect). The authors propose monetary savings of the coupons, regularity of the campaigns, and coupon ?t with customer preferences as moderators. Analysis of info from a grouping of regional grocery chains that were part of a quasi(prenominal) experiment demonstrates that retailer-customized coupon campaigns have a positive pic and redemption effect on customer purchases. Mere pictorial matter to customized coupon campaigns contributes more than coupon redemption to campaign returns. pose with theoretical expectations, customized coupon campaigns are more effective if they can more discounts, are une xpected, and are positioned as specially selected for and customized to consumer preferences. The genuine exposure effects suggest that managers should look beyond redemption rates and also consider sales lift from nonredeemers when write up the effectiveness of customized coupon campaigns.

Keywords: customer relationship management, retailer customer contribution, sales promotions, metrics, customized coupons, retailer coupons, advertising exposure hopper broadsheet data have enabled major retailers, such as Kroger, Safeway, Meijer, and CVS, to disco biscuit coupons for brand and private label products throu gh their own customized, direct-to-consumer ! programs (Angrisani 2003). These programs disagree from similar freestanding inserts (FSI) cooperative programs in that the offers are customized to distributively several(prenominal) consumers preferences (as re?ected in purchase histories),1 are on tap(predicate) only to selected customers, and focus on increasing the retailers customer revenues rather than brand sales. Customized coupon...

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