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Actionable Optimisation

Actionable Optimisation #51 – Build Your Own Promos

 June 22, 2021

By  Will

Enhance the Customer Experience and Gather Valuable Data With Build-Your-Own Promos

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Customers want freedom and flexibility.

They want to buy the products that they want, and that they think will serve their needs.

Not the products that you want to sell to them.

And the same applies to offers.

While most ecommerce businesses will be able to offer a flat discount, 20% or $20 off maybe.

There are other brands out there who may want to offer some customisation when it comes to the offer.

If you want to offer a free gift for example, you could give the customer the choice of 1 or 3 products so that they can choose the one most relevant to them.

When I worked in gambling this proved hugely successful.

Our original offer was 30 Free Spins & £50 of Free Bingo, but what we found was that slots players were actually less valuable with the combined offer, and were having a worse experience.

Part of that was down to the fact that they didn’t want the free bingo, but felt like they had to use it either to unlock their winnings (legacy gambling offers tie you up quite a bit), or to get full value out of their welcome offer.

By splitting it in 2 and giving customers the choice conversion rates went up 25% and early customer values were up 13%.

How can your business do the same? How can your business allow customers to customise their promotional experience?

If you’re in Skincare, let them create their own sample set by answering a few questions about their skin type.

The same could apply for food & beverage, allow customers to create their own sample sets so they can try the products they think they’re most likely to enjoy.

Not only are you giving customers a better experience, but you’re collecting valuable data about them.

You’ve now got a group of customers who you know have dry skin problems.

A group of customers who you now know are vegan.

A group of customers who love dark roast coffee.

You can then build workflows for each of those groups to ensure your messaging is more relevant, and therefore more effective.

Build your own promos

Will


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.

W.Laurenson

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