Correspondence: Fumiyo N. Kondo, Department of Social Systems and Management, Graduate School of Systems & Information Engineering, The University of Tsukuba, 1-1-1 Tennoudai, Tsukuba-shi, Ibaraki 305-8573, Japan. Tel: +81 29 853 5223; Fax: +81 29 855 3849; E-mail: kondo@sk.tsukuba.ac.jp

¹is an assistant professor at the University of Tsukuba, Graduate School of Systems and Information Engineering. She earned her PhD degree from Department of Statistical Science, School of Mathematical and Physical Science, The Graduate University for Advanced Studies, in 1998.

²works for WACCORD Co., Ltd. He earned a Master degree in Policy and Planning Sciences from The Graduate School of Systems and Information Engineering, University of Tsukuba, in 2005.

³works for Hitachi Ltd.

Received 11 December 2007; Revised 11 December 2007.

Abstract

This paper explores whether the sending of direct mail (DM) coupons via mobile phone increases the probability of beauty salon customers using a coupon when visiting the store. Customer research was conducted after the statistical analysis of an experiment in 2004, in which a mobile DM coupon did not positively affect customers' store visit probability, but a coupon sent on a postcard did. This research examines the promotional effects of three types of mobile DM coupon on the probability of shop visit, coupon use and additional service purchase by adding two types of mail that might induce customers to take an action for strengthening recall of receipt. The variable of mobile DM coupon availability was statistically significant on store visit. The variable of mobile DM coupon type was statistically significant on coupon use probability, with positive effects of hyperlink vs negative effect of ordinary mail or telephone reservation mail (ie 'ordinary mail', 'hyperlink mail' and 'telephone reservation mail').