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.

翻译：在电子商务平台中，优惠券对促进交易起着关键作用。在顾客对顾客（C2C）市场中，确保买卖双方的满意度至关重要。尽管以买家为中心的营销策略通常受到更多关注，但满足卖家的需求同样重要。此外，现有策略往往独立优化每次促销活动，导致促销活动之间缺乏连续性，并在追求单次促销期内短期效果时产生不必要的成本。本文提出一种动态序列优惠券分配框架（DSCAF），用于优化一系列促销活动中的商品优惠券分配策略。DSCAF为目标商品提供关于优惠券配置与投放时机的序列化推荐。当初始建议未能促成销售时，框架会动态调整策略并提供后续解决方案。它整合了两个预测器：一个用于估计当前轮次优惠券分配的销售倾向，另一个用于估计后续轮次的销售倾向；同时包含一个决策过程以确定优惠券分配方案。该框架迭代运行直至商品售出。其目标是在确保提升售罄率（STR）高于指定阈值的同时，最大化投资回报率（ROI）。DSCAF旨在以长期视角优化序列优惠券效率，而非仅关注单次促销实现的提升效果。该框架已在Mercari平台的商品优惠券分配中得到应用。