Retailer loyalty programs (LPs) are pervasive in grocery retailing. However, participant spending and redemption typically wear off over time and traditional communication has not revealed very effective at maintaining program engagement. We study the impact of in-app mobile push notifications on consumer participation and reward collection in store-loyalty programs. Using a unique data set covering consumer spending before and during such a program, we estimate the effect of push messaging on expenditure and reward redemption during the program. We report positive effects of push messages on spending, and even stronger effects on redemption, relative to a control group not receiving such messages. Due to the savings dynamics, the total spending impact is larger for messages sent early on rather than late in the program, while the opposite holds for the total number of stamps redeemed. Conditioning on observable consumer characteristics, we allow for heterogeneous treatment effects and find that the spending and redemption effects of push messaging increase with high levels of pre-program spending. Our findings reveal which loyalty-program stakeholders benefit the most from mobile marketing campaigns, and help to formulate rules for campaign scheduling and targeting.

零售商忠诚度计划 (LP) 在杂货零售业中无处不在。然而，参与者的支出和赎回通常会随着时间的推移而逐渐消退，而且传统的沟通方式在保持项目参与度方面并不十分有效。我们研究了应用内移动推送通知对商店忠诚度计划中消费者参与和奖励收集的影响。使用涵盖此类计划之前和期间的消费者支出的独特数据集，我们估计了推送消息对计划期间支出和奖励兑换的影响。我们报告了推送消息对支出的积极影响，甚至与未收到此类消息的对照组相比，对赎回的影响更大。由于储蓄动态，在程序早期而不是晚期发送的消息的总支出影响更大，而相反的情况适用于已兑换的邮票总数。以可观察到的消费者特征为条件，我们允许异质处理效果，并发现推送消息的支出和赎回效果随着高水平的预计划支出而增加。我们的研究结果揭示了哪些忠诚度计划利益相关者从移动营销活动中受益最多，并有助于制定活动安排和定位规则。