In the evaluation of the best student papers of the INFORMS Service Science Section in 2019, “The Value of Personalized Promotion: Field Experiment on O2O Platform”, jointly completed by Dr. Lu Baile and Professor Zhou Weihua of Zhejiang University was successfully selected. Dr. Lu gave and oral report at the 2019 INFORMS Annual Conference. The paper was awarded the Best Paper Award at the 2019 International Conference on INFORMS Service Science (ICSS 2019).
This research finds that personalized sales promotion in the form of coupons is a win-win strategy, which can not only help retailers get more revenue, but also improve customer satisfaction. However, the impact of personalized promotion in the short term is limited, and its improvement in sales performance will first increase and then slow down over time.
Dr. Lu fully demonstrated the academic condition of Zhejiang University students and her achievement has a certain role in promoting the international academic influence of Zhejiang University.
