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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 ( film effect) and the redemption of verifiers (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 word picture and redemption effect on customer purchases. Mere flick to customized coupon campaigns contributes more than coupon redemption to campaign returns. coherent with theoretical expectations, customized coupon campaigns are more effective if they erect more discounts, are un expected, and are positioned as specially selected for and customized to consumer preferences. The unimp apieceable exposure effects suggest that managers should look beyond redemption rates and also consider sales lift from nonredeemers when bill sticker the effectiveness of customized coupon campaigns.

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