How Scalapay experiments and optimizes promotions with Voucherify

Scalapay is the leading “Buy Now, Pay Later” (BNPL) provider available in over 8.000 brands (online and in-store). With a strong presence in Italy, France, Spain, and Portugal, Scalapay offers consumers the flexibility to split their purchases into interest-free payments while merchants enjoy increased conversions and average order values.

• Manual promotion management was inefficient and couldn’t keep up with the growing scale of marketing efforts.
• Lack of a flexible promotion system made it difficult to launch and manage promotions aimed at acquiring and engaging users.
• Limited bandwidth within marketing and product teams restricted the ability to experiment with referral and loyalty initiatives.

Before using Voucherify, Scalapay relied on manual processes to manage promotions and discount codes, which made it difficult to scale campaigns and operate efficiently as the company grew. To support user acquisition and engagement through targeted promotions and referral programs, Scalapay integrated with Voucherify. 

“We continue to improve the integration over time, thanks to ongoing Voucherify product updates and strong support from the Voucherify team.”

Voucherify now powers a range of marketing activities for Scalapay – from seasonal promotions to user reactivation campaigns. These efforts target both new and existing users across web and mobile touchpoints.

Powering the biggest lottery in Italy

In 2023, Scalapay launched the "Win a 1 Million Euro Dream" contest, offering a grand prize of 1 million euros. To participate, users needed to make a purchase of at least 80 euros using Scalapay, download the app, and register on a dedicated landing page.

Additionally, every day at 9:00 PM, participants could join a live quiz with ten multiple-choice questions, where the fastest to answer correctly won a 1,000-euro gift voucher. Voucherify was used to manage and assign the gift vouchers to winners, streamlining the process of issuing and tracking the gift cards and rewards.

Driving positive promotion ROI through experimentation

The Scalapay team has always been big on hypothesis-driven approach, running experiments to validate assumptions before building features. Their inquisitive spirit aligns well with the iterative nature of Voucherify where promotion modules can be added and removed as specific needs arise. 

“Voucherify gives us the flexibility to run controlled experiments. With the right support and structure, we’re excited to unlock its full potential."

Today, the Scalapay team uses Voucherify to publish and manage personalized coupon codes across markets to drive:

• Seasonal and partner-driven promotions.
• Acquisition-focused campaigns with incentives for new users.
• User reactivation offers to encourage repeat usage.

Voucherify’s structured promotion workflow – spanning code publication, user qualification, and automatic redemption – fits Scalapay’s goal of delivering a smooth, frictionless promotion experience. Instead of sending customers off in search of promo codes, all eligible discounts are automatically saved to user profiles and applied at checkout, making the process simple and user-friendly.

Promotion personalization is driven by metadata and syncing specific merchant and customer data points like user tokens, language, country, and the number of orders placed. This information is used to target and segment users, particularly dormant users or those who have signed up but not made a purchase yet.

Scalapay has experimented with referral campaigns through Voucherify, including various reward structures. The team is currently developing an in-store referral initiative, focusing on incentivizing store managers – a direction that may lead to stronger traction offline.

“We’re still refining our referral strategy, and in-store referrals powered by Voucherify are a key focus this quarter.”

In addition to promotions and referrals, Scalapay is piloting a loyalty PoC called Scalapay Club – a subscription-based program offering enhanced perks such as no late fees and flexible refund options. If the prototype proves successful, the team plans to fully integrate Voucherify’s loyalty features to consolidate all incentives and rewards within a single platform.

“We’re considering a points-based or membership-based loyalty program with Voucherify. The goal is to bring users into the app first, rather than having them start their journey on the merchant site.”