A study of personalization and the mobile coupon application user

This report summarises the findings of a pilot study conducted by Nielsen in partnership with a retailer and four CPG manufacturers on the effects of personalising mobile coupons.

A study of personalization and the mobile coupon application user

Dave Cameron, Chris Gregory and Daryl BattagliaNielsen

1. Background:

Within the Consumer Packaged Goods (CPG) industry, there are many vehicles existing today that seek to increase brand awareness, favorability, and incremental purchase. A widely used vehicle is couponing. In 2011, $305 billion worth of coupon discounts were distributed to consumers. Of this, $4.6 billion were redeemed by the end consumer; with over 80% of consumers using them regularly 1. The vast majority of these coupons are in paper format, Free Standing Inserts in newspapers, a mass communication...

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