Coupon vs. Promotion
Coupon targets in a subset of all customers.
1. 1st time coupon (attract first time customers)
2. 2nd time coupon (come again/building relationship with customers)
3. returning customer coupon
4. Item/category/amount coupon
5. shipping coupons
AOV: average order value
multiple redemption/Stacking （coupon叠加）
How people take advantage of coupons
1. Multiple redemption / stacking
2. Posting/blogging
decreasing the size of coupon table of database: by setting that the coupon could be used certain time rather than could be used just once.
3. New account creation: click through evaluation - store the email address.
Merchants don't like store credit card info.
algorithm to resolve this problem "house num + last name"
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