Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10438961 | Journal of Retailing | 2016 | 16 Pages |
Abstract
- 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.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Ignacio Osuna, Jorge González, Mario Capizzani,