Comparison of Redemption of Print and Electronic Coupons

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dc.contributor.authorAlpar, Paulen_NZ
dc.contributor.authorWinter, Patricken_NZ
dc.date.accessioned2014-12-04T01:20:00Z
dc.date.available2014-12-04T01:20:00Z
dc.date.copyright2014en_NZ
dc.date.issued2014en_NZ
dc.description.abstractPromotion via coupons is one of wide-spread marketing tools on Internet. But despite the growth of E-business printed coupons remain in use. We, therefore, compare the performance of printed and electronic coupons as measured by their redemption rates. The coupons come in different flavours. The consumer can be granted a fixed discount, a certain percentage off the purchase price, or a gift. Therefore, it is also of interest what works better in terms of redemption and, in the case of discount offers, how the size of the discount influences the redemption rate. We estimate response functions based on empirical data of 185 coupon campaigns distributed over various print outlets and web sites. Preliminary results indicate that E-coupons did not perform significantly better than off-line coupons. The U-shape of the redemption curve could be confirmed for print coupons.en_NZ
dc.identifier.citationProceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand
dc.identifier.isbn978-1-927184-26-4
dc.identifier.urihttps://hdl.handle.net/10292/8054
dc.publisherACIS
dc.rights.accessrightsOpenAccess
dc.titleComparison of Redemption of Print and Electronic Couponsen_NZ
dc.typeConference Contribution
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Proceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand