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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 coupon campaigns affect customer purchases. The conceptual model proposes effects on trip incidence and revenues through the mere picture to campaigns ( word picture effect) and the redemption of coupons (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 motion-picture show and redemption effect on customer purchases. Mere impression to customized coupon campaigns contributes more than coupon redemption to campaign returns. set up with theoretical expectations, customized coupon campaigns are more effective if they suffer m ore discounts, are unexpected, and are positioned as specially selected for and customized to consumer preferences. The real exposure effects suggest that managers should look beyond redemption rates and also consider sales lift from nonredeemers when height the effectiveness of customized coupon campaigns.

Keywords: customer relationship management, retailer customer contribution, sales promotions, metrics, customized coupons, retailer coupons, advertising exposure hopper wit data have enabled major retailers, such as Kroger, Safeway, Meijer, and CVS, to call coupons for brand and private label products through their own customized, direct-to-consumer programs! (Angrisani 2003). These programs take issue from similar freestanding inserts (FSI) cooperative programs in that the offers are customized to individually 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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