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PurposeIn 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaign's success.Design/methodology/approachThe paper reports an empirical study conducted in co‐operation with a restaurant chain: 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions.FindingsIt was found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant, the less does the amount of monetary incentive determine the motivation to redeem.Practical implicationsWhen designing a coupon campaign for a company, coupon distribution should not follow a “one‐is‐good‐for‐all‐strategy” even for one marketer within one product category. Instead each coupon strategy should carefully consider contextual influence.Originality/valueThis paper is the first to the authors' knowledge that systematically investigates the impact of context variables on coupon redemption. It focuses on context variables that electronic marketing channels will be able to easily incorporate into personalized mobile marketing campaigns.

In many countries, the responsibility for issuing disaster alerts to the general population lies with different local, regional, or national authorities. These disaster alert systems are usually managed independently and without any automatic co-ordination. However, it would be highly beneficial for system operators (a) to obtain an overview of the crisis communication that other actors have already undertaken, and (b), to integrate as many dissemination channels as possible to maximize the impact of alerts. This paper presents a concept for such a holistic alert solution, as well as a prototypical implementation of the system. The prototype also allows for a personalization of alert messages for different groups of recipients such as tourists or people with different types of disabilities

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