Analyzing Incremental Sales from a Direct Mail Coupon Promotion
研究了直邮优惠券促销中哪些家庭特征与增量购买相关，发现更大、受教育程度更高、拥有住房的家庭增量销售更多，有助于将优惠券定向到最有效的细分市场以提升利润。
Several authors have noted that the profitability of a coupon promotion depends on the incremental sales generated by the coupon. However, most prior research on coupon promotions has focused on redemption rates and little is known about the characteristics of households that make incremental purchases. The authors develop and test several hypotheses about the characteristics of households that make incremental purchases in response to a direct mail coupon promotion. For the product tested, coupons produced greater incremental sales among households that were larger, more educated, and were homeowners. The findings suggest that directing coupons to the most responsive market segments can increase profits significantly.