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

Ignacio Osuna, Jorge González and Mario Capizzani

Journal of Retailing, 2016, vol. 92, issue 2, 236-251

Abstract: This study explores the role of category and brand characteristics in the effectiveness of two types of targeted coupons aimed at achieving a retailer's specific goals. In one case, the retailer issues the coupon to reward customers offering discounts in brands they already buy. In the other case, the retailer seeks to develop customers by issuing coupons in categories where they do not buy branded alternatives at the retail chain.

Keywords: Targeted coupons; Promotional response; Segmentation (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:92:y:2016:i:2:p:236-251

DOI: 10.1016/j.jretai.2015.12.002

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