The Impact of Coupons on the Visit-to-Purchase Funnel

Using data from a field experiment, we find that mobile coupons lift revenue primarily by increasing visits to the website rather than through redemption.

• 저널Marketing Science · 40(1) · 48–61
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2020.1232
• 저자Arun Gopalakrishnan, Young-Hoon Park