Outlining a strategy for supermarket coupons

Among the major tools of supermarket promotions are coupons, but understanding which types of coupons accomplish the retailer's objectives can be tricky. A field study described in an article appearing in the June 2016 issue of the Journal of Retailing can help retailers map the categories and brands they should promote, depending on whether the objective is to increase customer loyalty by rewarding clients for buying brands they are already purchasing or entice them to buy in categories that they are not yet purchasing at the store.

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