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April 17, 2018

1:1 personalized cart-level promotions

Jagoda Hryszko
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Connecting Voucherify API to your CRM and ecommerce systems gives you several new ways of running personalized cart-level promotions. Personalized means the chances of conversion increase, average order value goes up, and the promotional budgets stay under control, all at the same time. In this article, we lay out 6 proven discount tactics which are tailored with customer attributes and order history.

List of contents:

  1. $10 off the abandoned cart contents
  2. 5% off if you spend at least $50 and 10% off if you spend at least $100
  3. Buy one item and get the second product for free
  4. 15% off if you have redeemed a coupon this month/referred us
  5. Discounts for particular SKUs
  6. 10% discount if you sign up this week
  7. Summary
How it works

When a customer visits your shop, you send an event to Voucherify. The platform tries to match it with predefined segments. If a match is found, Voucherify sends back the discount details so that you can show the incentive to the consumer.

$10 off the abandoned cart contents

With more than 60% of carts being abandoned before finishing the purchase, discounts have emerged as the perfect remedy for saving many of them. From the technical point of view, you need a dynamic segment based on a specific customer behavior. By using a cart-level promotion, customers who abandoned their cart and enter the segment can revisit your store and instantly find the discount at the checkout. Moreover, if after some time (e.g. 2 days) the purchase still isn't made, the system can automatically send an email/SMS with a coupon and remind them about their unfinished order.

‍If you sync CRM data with your coupon management system, customer segments can be based directly on events performed by your customers, e.g. cart abandonment.
‍In the picture, you can see a promotion which enables users who abandoned their cart to finish their orders with a $10 discount. Additionally, we equipped the discount with a halting rule which limits promotion usage to only one per customer, so it won’t work for another abandonment for this customer.

5% off if you spend at least $50 and 10% off if you spend at least $100

Up-selling is a proven practice to make the most out of each purchase. The flexibility of cart-level discounts enables you to upsell on many levels. For example, you can offer two discounts related to a spent amount. Thanks to this, no matter the order volume, each customer can find a discount within their reach.

‍This promotion is based on the order amount; depending on the spent amount, a different discount will be available.

Buy one item and get the second product for free

Similarly to upselling, cross-selling allows you to maximize the buying potential of attracted customers and thus increase the average amount spent. Both tactics work great together. Cross-selling can consist of products that create sets/groups or on the specific needs of your sales strategy. For example, you can add a cart-level discount for the most popular product in a given category, available when purchasing a product whose sales you want to improve. You can offer a discount for the related product or let your customers get it for free.

‍In the picture, you can see the promotion rules which require both products in a cart but allow for discounting only the second one. And so, we can define what products need to be in a cart and then which of them can be discounted.

15% off if you have redeemed a coupon this month/referred us

Cart-level promotions work great with referral campaigns. They can motivate your customers to refer your brand and utilize their codes. These promotions rely on customer segments based on a number of redemptions made/referred customers. You can create a cart-level promotion limited in time and available if customers utilize any code within the scheduled time, or you can allow them to use this cart promotion only if specific codes are redeemed (for example, referral codes).

Discounts for particular SKUs

This type of promotion enables you to use different variants of products and combine them with particular target groups. For example, you can offer a discount for a more advanced and expensive variant of the product if a customer has a particular item in their cart or an item with a minimum set value. As with SKUs, you can use different products or sets of products. A greater number of tested configurations results in better adjustment to your audience.

‍In the picture, you can see two promotion tiers defined separately. If a customer buys a product for at least $60 or has the Apple Keyboard in their cart, a normally more expensive variant of headphones is available with a 30% discount.

10% discount if you sign up this week

Sign-up discounts are typical practice to acquire more customers. Combined with a cart-level promotion, customers can use the discount instantly after signing up. With this approach, stores enhance their email list and boost sales at the same time.

‍Firstly, we build an auto-update segment for customers who will sign up this week.
‍Secondly, we define a cart-level promotion available only if a customer enters the segment created in the previous step.

Summary

Customized cart-level promotions work effectively only if synced with real-time updates in your customer segmentation. Such offers, as presented in this article with Voucherify, go along with customer behavior and ongoing interactions with the brand (like location change, coupon redemption or cart abandonment).

To learn more about dynamic customer segmentation, follow this short guide.

If you need help to get started with customized cart-level promotions for your company, please contact us here, we’ll be more than happy to guide you.

Tagged:
promotional campaigns
,  
cart
,  
marketing personalization
,  
discounts
,  
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