Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets

- We study the effectiveness of targeted coupons for different brands and categories.
- We study coupons issued to reward and to develop customers.
- We explain why retailers should promote categories and brands depending on their aims.
- We explain why some coupons look successful (high redemption) but generate low sales.
- We recommend how targeted coupons can generate consumers' trial or reward loyalty.