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iBood.com is one of Europe’s biggest deal community platforms present in 7 countries with more than 2 million online customers and $78 million in revenue. The company offers a new luxury goods product on the internet once a day. iBood’s goals are to drive brand awareness and increase customer retention. They run various coupon campaigns across several channels in seven countries. But, as consumers tend to get around some campaigns, iBOOD’s coupons must be strictly tracked and controlled. To help the marketing team with its continued growth, the company needed a more advanced promotional engine.
"Has Voucherify helped us to improve our sales performance? Definitely! It’s a little bit dependent on the target group and the product selection but most of the campaigns have a conversion rate of 5% or higher!"
Key challenges
- Driving customer retention and brand awareness.
- Creating fraud-proof coupons.
- Maintaining promotions in seven different countries.
iBood was facing a high number of challenges daily. Generally available codes were easier to maintain from the software point of view but needed more effort as far as the ROI tracking was concerned. iBOOD also experimented with launching several coupon campaigns in parallel, with thousands of codes. Updating shop software to accept valid coupons and drop expired ones for every new campaign required massive development effort.
Another problem was that the general coupons often ended up posted on online deal communities. To control the promotional budget and counteract coupon misuse, the iBOOD team wanted to limit some of the discounts to new customers only. To make things worse, launching and managing coupon campaigns targeted at 2 million customers in seven different countries needed ultimate cooperation between marketing, operations, and development teams across a number of locations.
“Voucherify lets us launch a variety of campaigns, e.g. birthday campaigns, re-activation campaigns, welcome campaigns, specific product category/brand campaigns, and more. The overall goal is sales/conversion, more specifically: to re-engage customers or to help them with their first purchase.”
To solve all their challenges, iBood started using Voucherify. The unique coupon generator along with the promotion rule engine, enabled iBOOD to roll out promo campaigns using various marketing channels such as coupon deals aggregators, emails, partners, social media and referral programs.
Unlike generally available codes, unique coupons are easier to track both channel- and location-wise. Dynamic customer segmentation also helps the team build more personalized campaigns with fine-grained target groups. Finally, if the campaign becomes problematic, iBood's team can disable any coupon code with a single click.
Solution
To engage millions of customers, iBOOD needs a high level of automation. Thanks to Voucherify API, iBOOD can create discounts programmatically. So far, iBOOD has generated over 2 million coupons using both the marketer-friendly dashboard and API. However, their promotional experiments don’t stop there – their marketing team continues to come up with more and more promo scenarios to attract and convert new customers.
Besides their ecommerce store, iBood also offers a mobile app. When their team realized that the engagement from mobile app users was much higher than other customers, they decided to run an app-only promo campaigns, such as free shipping for all orders placed via the app. The goal of the campaign was to incentivize customers to download the app and to re-engage users who already have the app but didn't use it too often.
iBOOD uses Voucherify as a one-stop-shop for their coupon activities in every country. The cooperation with Voucherify, helps iBood drive revenue, control the promotional budget, and save massive engineering time. Here’s how it works:
The dashboard enables marketing teams to launch campaigns on their own. They use the Campaign Manager to define every promotional rule and restriction, such as:
- Discount type, value & effect
- The number of coupon codes in a campaign
- Start and expiration date & other validity timeframes
- Applicable customer segments
- The number of possible redemptions
This would not be possible without tight integration with their ecommerce platform. Thanks to powerful API as well as other building blocks, their development team was able to connect coupon validation and tracking within days. This setup helps iBOOD scale their promotional tactics at a fraction of the cost as they expand their multinational presence.
