RT Journal Article
SR Electronic
T1 Nielsen Personalizes The Mobile Shopping App
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 333
OP 338
DO 10.2501/JAR-52-3-333-338
VO 52
IS 3
A1 Cameron, Dave
A1 Gregory, Chris
A1 Battaglia, Daryl
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/3/333.abstract
AB A transition to new digital channels is transforming the age-old marketing practice of couponing. By personalizing the display of coupons, retailers and marketers can help consumers cut through the coupon clutter and more easily find the coupons that will motivate them to purchase. Through a study with a grocery retailer, their iPhone app and four CPG manufacturers, Nielsen personalized the mobile display sorting the most relevant coupons to the top based on a three-pronged scoring model. Using a test versus control design, personalization yielded higher overall coupon redemptions, and more redemptions for brands and products that are new to a consumer.