论文标题
街头营销：接近和上下文如何驱动优惠券赎回
Street Marketing: How Proximity and Context drive Coupon Redemption
论文作者
论文摘要
目的：2009年，美国优惠券创造了分发的3670亿张优惠券的新记录。然而，尽管优惠券分配正在上升，但赎回率仍低于1％。本文旨在展示如何认识到上下文变量，例如接近性，天气，城镇的一部分以及经济激励措施相互作用，以确定优惠券运动的成功。设计/方法/方法。该论文报告说，一项与餐厅连锁店9.880地铁优惠券进行的经验研究在不同的实验环境条件下分发。借助逻辑回归分析了救赎行为。调查结果：发现尽管接近驱动了优惠券的赎回，但市中心的竞选活动似乎比郊区更敏感。离餐厅的分销地点越远，货币激励量的数量越少，决定了赎回的动机。实际含义。在为公司设计优惠券广告系列时，即使对于一个产品类别中的一个营销商来说，优惠券分销也不应遵循一个对所有战略的好处。相反，每个优惠券策略都应仔细考虑上下文的影响。独创性/价值。本文是作者知道的第一个系统地研究上下文变量对优惠券赎回的影响的文章。它着重于上下文变量，电子营销渠道将能够轻松地纳入个性化的移动营销活动。
Purpose: In 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaigns success. Design/methodology/approach. The paper reports an empirical study conducted in co-operation with a restaurant chain 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions. Findings: It was found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant, the less does the amount of monetary incentive determine the motivation to redeem. Practical implications. When designing a coupon campaign for a company, coupon distribution should not follow a -- one is good for all strategy -- even for one marketer within one product category. Instead each coupon strategy should carefully consider contextual influence. Originality/value. This paper is the first to the authors knowledge that systematically investigates the impact of context variables on coupon redemption. It focuses on context variables that electronic marketing channels will be able to easily incorporate into personalized mobile marketing campaigns.
