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...