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Rajkumar Venkatesan & Paul W. Farris Measuring and Managing Returns from Retailer-Customized voucher Campaigns The authors assess how and why retailer-customized voucher campaigns affect guest purchases. The abstract model proposes effects on trip incidence and revenues by means of the mere picture luff to campaigns ( word picture effect) and the buyback of vouchers ( buyback effect). The authors propose fiscal 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 form a positive pic and buyback effect on node purchases. Mere photograph to customized coupon campaigns contributes more than coupon redemption to campaign returns. harmonised with theoretical expectations, customized coupon campaigns ar more effective if they split up more discounts, are unexpected, and are positioned as specially selected for and customized to consumer preferences. The true exposure effects provoke that managers should look beyond redemption rates and also carry on sales lift from nonredeemers when measuring rod the effectiveness of customized coupon campaigns.

Keywords: customer relationship management, retailer customer contribution, sales promotions, metrics, customized coupons, retailer coupons, advertizing exposure hopper card information have enabled major retailers, much(prenominal) as Kroger, Safeway, Meijer, and CVS, to offer coupons for soft touch and private label products finished their own customized, direct-to-consumer programs (Angrisani 2003). These programs differ from resembling freestanding inserts (FSI) cooperative programs in that the offers are customized to each deathly consumers preferences (as re?ected in purchase histories),1 are usable only to selected customers, and focus on increasing the retailers customer revenues rather than make sales. Customized coupon...If you want to get a full essay, order it on our website: Ordercustompaper.com

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