{"id":31,"date":"2008-03-14T15:33:01","date_gmt":"2008-03-14T20:33:01","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/"},"modified":"2010-03-17T03:10:30","modified_gmt":"2010-03-17T08:10:30","slug":"implications-of-instantaneous-coupons","status":"publish","type":"post","link":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/","title":{"rendered":"Implications of Instantaneous Coupons"},"content":{"rendered":"

Colloquy’s weekly newsletter reported two stories of new coupon strategies: one is P&G and Korger’s adoption of mobile coupons<\/a>, and the other is Kroger’s partnership with AOL’s Shortcuts Program<\/a>, which allows users to download coupons online and have them preloaded on their store cards. Both of these stories represent a fundamental change in coupon usage. Traditionally, the time-consuming process of cutting coupons and the subsequent process of remembering to use the coupons (which I often forget) have made coupons a self-selected promotional tool. Consumers who value their time more are unlikely to spend the time needed to benefit from coupons. But now, with immediate and mobile access to coupons, the cost of coupon usage is going to reduce dramatically. This has both positive and negative implications for a business. On one hand, easy access to coupons means they are going to be more influential in consumers’ real-time decision making. On the hand, universal use of coupons means that the self-selected nature of coupon usage will disappear and the cost of using coupons as a marketing tactic may go up because of the higher redemption rate. What the CPG companies gain, however, is consumer information. With customized coupon service made available by the Internet, it is possible to embed a code in each coupon downloaded and subsequently track the coupon usage of each individual. This should grant CPG companies more power and immediate access to consumer insight, without having to rely on retailers for that information.<\/p>\n","protected":false},"excerpt":{"rendered":"

Colloquy’s weekly newsletter reported two stories of new coupon strategies: one is P&G and Korger’s adoption of mobile coupons, and…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,27],"tags":[105,55,102,104,106,103],"class_list":["post-31","post","type-post","status-publish","format-standard","hentry","category-customer_loyalty","category-reality_check","tag-consumer-behavior","tag-consumer-psychology","tag-coupon","tag-effectiveness","tag-marketing","tag-promotion","post-archive"],"yoast_head":"\nImplications of Instantaneous Coupons | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Implications of Instantaneous Coupons | Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"Colloquy’s weekly newsletter reported two stories of new coupon strategies: one is P&G and Korger’s adoption of mobile coupons, and...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"article:published_time\" content=\"2008-03-14T20:33:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2010-03-17T08:10:30+00:00\" \/>\n<meta name=\"author\" content=\"Yuping Liu-Thompkins\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:site\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yuping Liu-Thompkins\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/\"},\"author\":{\"name\":\"Yuping Liu-Thompkins\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"headline\":\"Implications of Instantaneous Coupons\",\"datePublished\":\"2008-03-14T20:33:01+00:00\",\"dateModified\":\"2010-03-17T08:10:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/\"},\"wordCount\":254,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"keywords\":[\"consumer behavior\",\"consumer psychology\",\"coupon\",\"effectiveness\",\"marketing\",\"promotion\"],\"articleSection\":[\"Customer Loyalty\",\"Reality Check\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/\",\"name\":\"Implications of Instantaneous Coupons | Ping! >> Loyalty Science in Practice\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\"},\"datePublished\":\"2008-03-14T20:33:01+00:00\",\"dateModified\":\"2010-03-17T08:10:30+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Implications of Instantaneous Coupons\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/\",\"name\":\"Ping! >> Loyalty Science in Practice\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\",\"name\":\"Yuping Liu-Thompkins\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"contentUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"width\":819,\"height\":1024,\"caption\":\"Yuping Liu-Thompkins\"},\"logo\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\"},\"description\":\"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing & Director of Loyalty Science Lab at Old Dominion University. Dr. Yuping Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in turning customer data into useful customer insights and actionable customer relationship management and marketing strategies. Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes. Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy & Marketing, among others. She is currently an Associate Editor for Journal of Advertising, and she serves on the editorial review board of Journal of Marketing, Journal of Interactive Marketing and Journal of Marketing Communications. More information about Dr. Liu-Thompkins can be found on her website Yuping Online.\",\"sameAs\":[\"https:\/\/www.yupingliu.com\",\"https:\/\/www.linkedin.com\/in\/yupingonline\/\",\"https:\/\/x.com\/PingTweets\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Implications of Instantaneous Coupons | Ping! >> Loyalty Science in Practice","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/","og_locale":"en_US","og_type":"article","og_title":"Implications of Instantaneous Coupons | Ping! >> Loyalty Science in Practice","og_description":"Colloquy’s weekly newsletter reported two stories of new coupon strategies: one is P&G and Korger’s adoption of mobile coupons, and...","og_url":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/","og_site_name":"Ping! >> Loyalty Science in Practice","article_published_time":"2008-03-14T20:33:01+00:00","article_modified_time":"2010-03-17T08:10:30+00:00","author":"Yuping Liu-Thompkins","twitter_card":"summary_large_image","twitter_creator":"@PingTweets","twitter_site":"@PingTweets","twitter_misc":{"Written by":"Yuping Liu-Thompkins","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#article","isPartOf":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/"},"author":{"name":"Yuping Liu-Thompkins","@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"headline":"Implications of Instantaneous Coupons","datePublished":"2008-03-14T20:33:01+00:00","dateModified":"2010-03-17T08:10:30+00:00","mainEntityOfPage":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/"},"wordCount":254,"commentCount":0,"publisher":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"keywords":["consumer behavior","consumer psychology","coupon","effectiveness","marketing","promotion"],"articleSection":["Customer Loyalty","Reality Check"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/","url":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/","name":"Implications of Instantaneous Coupons | Ping! >> Loyalty Science in Practice","isPartOf":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#website"},"datePublished":"2008-03-14T20:33:01+00:00","dateModified":"2010-03-17T08:10:30+00:00","breadcrumb":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.yupingliu.com\/wordpress\/2008\/03\/14\/implications-of-instantaneous-coupons\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.yupingliu.com\/wordpress\/"},{"@type":"ListItem","position":2,"name":"Implications of Instantaneous Coupons"}]},{"@type":"WebSite","@id":"https:\/\/www.yupingliu.com\/wordpress\/#website","url":"https:\/\/www.yupingliu.com\/wordpress\/","name":"Ping! >> Loyalty Science in Practice","description":"","publisher":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Person","Organization"],"@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32","name":"Yuping Liu-Thompkins","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg","url":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg","contentUrl":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg","width":819,"height":1024,"caption":"Yuping Liu-Thompkins"},"logo":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg"},"description":"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing & Director of Loyalty Science Lab at Old Dominion University. Dr. Yuping Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in turning customer data into useful customer insights and actionable customer relationship management and marketing strategies. Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes. Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy & Marketing, among others. She is currently an Associate Editor for Journal of Advertising, and she serves on the editorial review board of Journal of Marketing, Journal of Interactive Marketing and Journal of Marketing Communications. More information about Dr. Liu-Thompkins can be found on her website Yuping Online.","sameAs":["https:\/\/www.yupingliu.com","https:\/\/www.linkedin.com\/in\/yupingonline\/","https:\/\/x.com\/PingTweets"]}]}},"_links":{"self":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts\/31","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/comments?post=31"}],"version-history":[{"count":0,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts\/31\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/media?parent=31"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/categories?post=31"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/tags?post=31"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}