(), Sven-Olov Daunfeldt
and Niklas Rudholm
Madelen Lagin: Dalarna University, Postal: SE- 791 88 Falun, Sweden
Sven-Olov Daunfeldt: HUI Research, Postal: SE- 103 29 Stockholm, Sweden
Niklas Rudholm: HUI Research, Postal: SE- 103 29 Stockholm, Sweden
Abstract: Few studies have addressed how discount coupons placed in stores affect retailers. By conducting a field experiment in 16 grocery stores in Sweden, we investigate how in-store discount coupons for Wrigley’s chewing gums affect sales at the product, brand, product-category, and category-assortment levels. When calculating the impact of the coupon campaign on revenues, we find that there is an increase in revenues for the retailer of between 30 748 SEK and 39 691 SEK during a 30 day coupon campaign depending on if the face value of the coupon is 2 SEK or 3 SEK, respectively. The in-store coupon campaigns under study thus increased retailer revenues even after considering product-, brand- and category level cannibalization effects.
38 pages, August 30, 2017
Questions (including download problems) about the papers in this series should be directed to Helena Nilsson ()
Report other problems with accessing this service to Sune Karlsson ().
This page generated on 2018-02-05 20:50:26.