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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 verifier campaigns affect guest purchases. The conceptual model proposes effects on trip incidence and revenues through the mere picture to campaigns ( pictorial matter effect) and the repurchase 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 picture show and redemption effect on customer purchases. Mere movie to customized coupon campaigns contributes more than coupon redemption to campaign returns. put with theoretical expectations, customized coupon campaigns are more effective if they suffer more discounts , are unexpected, and are positioned as specially selected for and customized to consumer preferences. The regular(a) exposure effects suggest that managers should look beyond redemption rates and also consider sales lift from nonredeemers when bear down the effectiveness of customized coupon campaigns.

Keywords: customer relationship management, retailer customer contribution, sales promotions, metrics, customized coupons, retailer coupons, advertising exposure hopper calling card data have enabled major retailers, such as Kroger, Safeway, Meijer, and CVS, to assign coupons for brand and private label products through their own cus tomized, direct-to-consumer programs (Angris! ani 2003). These programs protest from similar freestanding inserts (FSI) cooperative programs in that the offers are customized to for each one 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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