The Impact of Coupons on the Visit-to-Purchase Funnel

Arun Gopalakrishnan · Young-Hoon Park

41 citations0/0 files storedMarketing Science

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Consumer Market Behavior and Pricing Digital Marketing and Social Media Consumer Retail Behavior Studies

Abstract

Using data from a field experiment, we find that mobile coupons lift revenue primarily by increasing visits to the website rather than through redemption.

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2005Conditioning Prices on Purchase History 1984A Price Discrimination Theory of Coupons 1985Consumer Promotions and the Acceleration of Product Purchases 2008Customer Prioritization: Does it Pay off, and how Should it be Implemented?2009Online Demand Under Limited Consumer Search 2006Shopping Goals, Goal Concreteness, and Conditional Promotions 2018Personalization in Email Marketing: The Role of Noninformative Advertising Content 2010A Customer Management Dilemma: When Is It Profitable to Reward One's Own Customers?

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2023Coupon promotion and its cross-channel effect in omnichannel retailing industry: A time-sensitive strategy 2022“We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons 2023Optimal distribution strategy of coupons on e-commerce platforms: Sufficient or scarce?2024The Value of Platform Endorsement

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