A big part of B2C marketing is driven by discounts and vouchers. This is well understood in eCommerce, but recurring products and subscriptions are a bit more complex. For example, will a 10% discount apply for 3 months or forever? Is £20 off available only for certain subscription tiers or to any?
At Limio, we distinguish three different kinds of discounts:
- Discounts: The product's price is discounted, for example a time-limited free trial or a reduced initial rate.
- Generic 'vouchers' or 'promo codes': The discount applies to a specific product or to a set of products in a basket. It's available to all customers.
- Unique 'voucher' or 'promo code': The discount is personal and can only be retrieved one by an identified or unidentified customer.
First, let's create the discounts. The simplest way to create discount in Limio is to start off your list prices. Create a new campaign, e.g. '2019 Easter Limio Special Campaign' and copy over your list price offers. To make life easier, we will separate the list price offers and special price offers in two folders 'List Price' and 'Discounts'.
Now let's copy over the List Price offers into the Discounts folder, then apply a -10% discount.
First, copy over the List Price offers.
The hierarchy will be updated to look like this:
Then in the Discounts folder, select all the offer and click on Bulk Edit.
Finally, apply the -10% discounts to all offers. Alternative, you can overwrite the prices in bulk via Bulk Edit or individually on each item.
At this point, you can safely delete the list price folder.
2. Generic vouchers
Now let's create a generic voucher. Go to Tags and create a root folder named 'Generic Vouchers' and create a voucher called 'INTRO10'. Then apply the tag INTRO10 to the campaign.
Now, let's say that this INTRO10 is only available to first-time customers. Create the Segment Lifecycle > First Time and bulk edit the Discounts offers.
Set the date that this discounted campaign will be available, then approve the campaign. Here you are, all set to go live 🥳!
A real customer may enter this campaign in multiple ways, but one common way, would be for the customer to provide INTRO10 in a 'Promo code' entry box on the checkout page. When that happens, you can retrieve the campaign's offer and swap the offers in the basket for those within the INTRO10-tagged campaigns. Alternatively, the customer could be redirected to a special page, say the URL 'limio.com/INTRO10' which only displays the special offers.
Here's how it may look on a shop (from our React Example Project):
3. One-time vouchers
First, create a folder in Tags called Unique Vouchers. Then, let's create a CSV file with 10,000s unique code. This might be customer's name or a series of characters. Save the file as a CSV and go to Import > Tags in Limio Catalog, then select a location and match the relevant fields (you can also upload those via the REST API).
On your campaign, tag the campaign with the Unique Vouchers folder.
When the customer provides a unique voucher, look at the parent tag, then retrieve the campaign and retrieve the right offers. Easy right?
Let's make this a bit harder now. Assume you want to make sure each unique voucher is only used once. To do this, modify the template of tags (see [Catalog] How to work with Templates if you are unsure of how to do this) and add a field 'Number of use'. Then bulk edit the fields or re-upload a CSV with 'Number of Use' equal to '1'. Every time a customer purchases a product with that voucher, make an API call to the corresponding Tag in Limio Catalog to check that 'Number of Use' is equal to 1, then once the order is completed, set the value to 0. Done 🙌 !
If you have any questions or need help to put together your discounting and voucher strategy, do reach out to firstname.lastname@example.org.