It’s always important to put in effort to keep your customers happy and interested. Customers that feel a positive connection to your business will regularly buy your products and promote your brand to their peers, which in turn, leads to success for your business.
Horizon allows you to learn more about your customers, and reach them with offers and products they’ll be interested in. Irrelevant offers cause customers to tune out - but well-targeted offers add value and grow loyalty. For example, a parent is more likely to redeem a ‘kids go free’ day out voucher, than a nightclub ‘free drink’ offer. Recognising that, and offering them the more relevant voucher, makes them feel valued and engaged.
Using recommendation rules to show relevant offers to customers
Recommendation rules allow you to show customers Offers and/or Custom behaviours, based on information stored in their contact record (also referred to as contact attributes). Although custom behaviours are only available for Loyalty customers, offers are free to all customers. If you’d like to use offers, please get in touch.
When creating offers or custom behaviours, you can set up tags. These tags are then used to create recommendation rules, which Horizon uses to determine the most relevant offers for each customer. Say you have an offer for ‘kids go free’ day out vouchers, which will appeal to families. You could add a tag of ‘familydayout’, then save your offer or custom behaviour.
Go to the Offer Management tab, then select ‘Recommendation rules’ from the left-hand menu.
You’ll see your new tag listed here. Click the to the right of your tag.
Set your recommendation rules. For example, for the ‘familydayout’ tag, you’ll want to find customers who have children. Let’s say you store reservations under each customer’s contact record. Within the reservation data, it asks for a number of children. You could use this field as a contact attribute, finding any customers who have made reservations with 1 or more children.
Once you’ve saved your recommendation rule, you can test it out. Scroll to the bottom of the Recommendation rules page. Click the relevant ‘test’ button. Select a contact and test to see what offers they will see. You’ll also see the test buttons at the bottom of the contacts page.
Sending relevant offers to customers
You can then send your customers their most relevant offers.
Create a message you’d like to send to your customers. You can use smart inserts to automatically insert the best offer for each customer - Horizon will calculate this for you when the message sends and fill in the relevant offer details. For the full list of smart inserts, go to Automatically populating content with smart inserts.
Depending on the purpose of your message, you might send it as a recurring scheduled message or as a one-off campaign. For this example, the ‘kids go free’ day out voucher might be one of a few vouchers presented to customers who had recently made a reservation, as part of an incentive to upgrade their booking. In that case, you’d set it up as a scheduled message, sent to customers who had booked within the last 7 days.