Optimizing Item-based Marketing Promotion Efficiency in C2C Marketplace with Dynamic Sequential Coupon Allocation Framework
This work addresses the need for long-term, seller-focused marketing efficiency in e-commerce platforms, though it appears incremental as it builds on existing coupon allocation methods by adding sequential and dynamic adjustments.
The paper tackles the problem of inefficient coupon allocation in C2C marketplaces by proposing a Dynamic Sequential Coupon Allocation Framework (DSCAF) that dynamically adjusts coupon strategies across promotions, resulting in optimized Return on Investment (ROI) while maintaining a specified Sell-through Rate (STR) threshold, as applied in Mercari.
In e-commerce platforms, coupons play a crucial role in boosting transactions. In the customer-to-customer (C2C) marketplace, ensuring the satisfaction of both buyers and sellers is essential. While buyer-focused marketing strategies often receive more attention, addressing the needs of sellers is equally important. Additionally, the existing strategies tend to optimize each promotion independently, resulting in a lack of continuity between promotions and unnecessary costs in the pursuit of short-term impact within each promotion period. We introduce a Dynamic Sequential Coupon Allocation Framework (DSCAF) to optimize item coupon allocation strategies across a series of promotions. DSCAF provides sequential recommendations for coupon configurations and timing to target items. In cases where initial suggestions do not lead to sales, it dynamically adjusts the strategy and offers subsequent solutions. It integrates two predictors for estimating the sale propensity in the current and subsequent rounds of coupon allocation, and a decision-making process to determine the coupon allocation solution. It runs iteratively until the item is sold. The goal of the framework is to maximize Return on Investment (ROI) while ensuring lift Sell-through Rate (STR) remains above a specified threshold. DSCAF aims to optimize sequential coupon efficiency with a long-term perspective rather than solely focusing on the lift achieved in each individual promotion. It has been applied for item coupon allocation in Mercari.