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Rajkumar Venkatesan & Paul W. Farris Measuring and Managing Returns from Retailer-Customized verifier Campaigns The authors assess how and why retailer-customized verifier campaigns affect guest purchases. The abstract model proposes effects on trip incidence and revenues by dint of the mere picture array to campaigns ( word picture effect) and the salvation of coupons ( buyback effect). The authors propose pecuniary savings of the coupons, regularity of the campaigns, and coupon ?t with client preferences as moderators. Analysis of entropy from a assort of regional grocery store chains that were part of a quasi(prenominal) experiment demonstrates that retailer-customized coupon campaigns deplete a positive vulnerability and repurchase effect on node purchases. Mere exposure to customized coupon campaigns contributes more than coupon redemption to campaign returns. concurring(a) with theoretical expectations, customized coupon campaigns atomic number 18 more effective if they pop off more discounts, atomic number 18 unexpected, and are positioned as specially selected for and customized to consumer preferences. The positive exposure effects allude that managers should look beyond redemption rates and also carry on sales lift from nonredeemers when bill the effectiveness of customized coupon campaigns.

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

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