ABSTRACT Offline retailers increasingly use location-based coupons to target consumers in their vicinity in real-time. The rationale for the use of location-based coupons is that geographic proximity increases the relevance for consumers and, thus, the effectiveness of these campaigns. Two key interface-specific aspects of location-based coupon applications that influence their effectiveness are 1) the provision of distance information and 2) the distance-based ranking of coupons. The aim of this paper is to study and quantify the impact of these two key aspects of interface design on the effectiveness of location-based coupons. We conduct a randomized field experiment with 399,913 observations, including 3,499 different coupon promotions offered by 3,930 different stores located in 2,392 ZIP code areas in a large Western European country. Our results show that the most effective interface design for location-based coupons is based on a distance-based ranking. Furthermore, we find significant differences in the impact of distance and display rank based on the interface design and the actual geographic location of users. Our results thus contribute to the understanding of consumers’ behavioral responses to location-based advertising and provide important implications for the interface-design of location-based advertising applications.

中文翻译：

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基于位置的广告的有效性和界面设计的影响

摘要 线下零售商越来越多地使用基于位置的优惠券来实时定位附近的消费者。使用基于位置的优惠券的基本原理是地理邻近增加了与消费者的相关性，从而提高了这些活动的有效性。影响其有效性的基于位置的优惠券应用程序的两个特定于界面的关键方面是 1) 提供距离信息和 2) 基于距离的优惠券排名。本文的目的是研究和量化界面设计的这两个关键方面对基于位置的优惠券有效性的影响。我们使用 399,913 次观察进行了一项随机现场实验，其中包括位于西欧大国 2,392 个邮政编码区域的 3,930 家不同商店提供的 3,499 种不同的优惠券促销活动。我们的结果表明，基于位置的优惠券最有效的界面设计是基于距离的排名。此外，我们发现基于界面设计和用户实际地理位置的距离和显示排名的影响存在显着差异。因此，我们的结果有助于了解消费者对基于位置的广告的行为反应，并为基于位置的广告应用程序的界面设计提供重要意义。