Spur member spending with seasonal promotion
Each season has its own unique characteristics, and consumers adjust their shopping to match those characteristics. Take autumn for example. Crisp fall air. Halloween pumpkins. Thanksgiving turkey. Some products are synonymous with autumn. Starbucks, for example, only offers its pumpkin spice latte during the fall. By restricting its availability, Starbucks creates an association in its consumers' minds between cool fall breezes and steaming cups of pumpkin spice latte.
Running promotions that feature seasonal products can help you establish your brand as an essential part of that season's shopping experience. Encourage members to purchase seasonal items by incentivizing the purchase with bonus points.
Strategy
Spur member spending with a seasonal promotion. In this strategy, you offer extra 250 points on the purchase of women's gloves during the month of November. Let’s look at how this is done in the SessionM platform.
SessionM solution
The SessionM loyalty platform enables you to forge stronger, more loyal and more profitable relationships with your members. The platform provides an integrated set of capabilities - including data management, loyalty management, offer management, campaign orchestration, and analytics & optimization - that enable you to build compelling member loyalty programs.
Key modules
The strategy described in this article uses the following modules:
Loyalty Programs
- Point banking
- Rewards for high value behaviors, advocacy and spend
- Status and tiering rules plus outcomes
- Benefits management with frictionless redemption
- Extensive tracking on point liabilities
Campaign
Orchestration
- Manage scheduled and behaviorally triggered campaigns across email, push, SMS, digital channels
- Real-time interaction management
- Rules-based promotions
- Centralized and actionable campaign analytics
See SessionM Features for a full discussion of SessionM platform features and functions.
Implementation workflow
The following procedure describes the workflow for implementing the loyalty program described in this article. The procedure captures the workflow at a high-level, providing you with a sense of the scope involved in implementing this program in the SessionM platform.
Take note
As you follow this workflow, take note that the audience targeting occurs at both the campaign and at the message level. Targeting at the campaign level creates the baseline audience for the campaign. Targeting at the message level further reduces the audience targeted to receive that specific message.
Step 1. Economy module: Existing loyalty program in place
For the following implementation workflow, assume the Koalla Retail tiered loyalty program is already in place. Specifically, the point economy has been set up and the tier structure exists. (See How do tiers work in a loyalty program? for a description of the Koalla Retail loyalty program.)
Step 2. Campaigns module: Define a promotional campaign based on purchase award
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Create a promotional campaign. This campaign runs for the month of November, so set the campaign runtime to "11/01/2023 12:00am to 11/31/2023 11:59pm".
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Use the default targeting of all users. We'll refine the targeting when we configure the email announcing the promotion.
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Define the behavior for the campaign. Define a purchase rule that applies to women’s gloves. The rule stipulates that if women's gloves are purchased in November, points are awarded. Use SessionM's catalog feature to select the specific gloves for this promotion from your brand's SKU hierarchy.
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Apply a restriction to the behavior. Set the maximum qualifying restriction to "up to 1 time", limiting each member to earning the bonus points a single time.
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Add the outcome for the behavior. Enter the number of bonus points (250), then select the point source and destination for these points.
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Add the messaging for the campaign. Schedule the message to be sent the morning of November 1st to inform members of the promotion. Select the external email provider that delivers the email. Select the template that sets the content of the promotional message.
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Target the email message to make it more personal. Since this campaign is promoting women's gloves, the email is more personalized if it targets women only. Although men can also buy woman’s gloves (as a gift for example), most would find a promotion about women’s gloves irrelevant. You could, if desired, run a separate campaign targeting men’s gloves. Set the gender attribute to “female”. Note that only the message targeting has been updated, not the campaign targeting. So all members are still eligible for the campaign, not just women. If desired, the campaign targeting can be changed as well, but this strategy opens the promotion to all members while personalizing the email.
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Launch the campaign. The promotional email with its points offer is sent to female members of the loyalty program.
Analysis
Successful loyalty programs adapt and evolve. It’s crucial to evaluate your program to determine where it is performing well and where it needs to improve. Built on a series of intuitive dashboards, the SessionM Insights reporting & analysis tool enables you to understand program performance by measuring key performance indicators such as customer spend and customer frequency.
This strategy is based on points. Every point issued is free currency that your brand is giving away to members. Ensure your team is equipped with the right information to enhance the customer experience while simultaneously controlling margins. With a number of intuitive dashboards, reports and forecasts, SessionM Insights provides access to a wealth of information related to points, including points issued, expired and redeemed.
For detailed information on SessionM Insight features and functionality, see About Insights in the SessionM Help Center.
Key takeaways
Seasonal promotions boosts member spending
Running promotions that feature seasonal products allows you to establish your brand as an essential part of that season's shopping experience. Encourage members to purchase seasonal items by incentivizing the purchase with bonus points.
Members love to rack up points
Points programs are among the most popular types of loyalty programs. Points are easy to earn and easy to redeem. The points system is based on a simple principle: the more a member spends, the more points they earn. Every time a member makes a purchase, they get a certain amount of points, depending on how much they spent.