Promotions give loyalty members the opportunity to earn extra points based on the products they purchase.
Creating a promotion
- Go to Offer Management, then go to Promotions > Promotions.
- Click 'Add a promotion'
- You'll be asked what type of promotion you wish to create.
The types of promotions available:
Fixed points; these promotions issue a fixed amount of points for each eligible transaction
Points multiplier; these promotions apply a points multiplier to each customers basket or line item for each eligible transaction
Bonus points; these promotions issue bonus points for every N currency spent or N items purchased
Redeem offer; these promotions issue a voucher to the customer if they make an eligible transaction - Once you've selected your promotion type, you can start entering the promotion details. In the 'General' tab, enter all that apply:
Attribute
Description
Promotion name
The name of the promotion
Promotion currency
The currency of transactions the promotion will apply to
Promotion description
Description of the promotion
Start date
The date and time the promotion will become active (if set in the future then the promotion will move to a status of “Scheduled”)
End date
The end date and time for the promotion. This can be left blank which will keep the promotion active forever (until a user stops it)
- Click the 'Outcome' tab to add the 'Outcome' details. Enter all that apply:
Attribute
Description
Redeem offer
If you have selected the 'Issue voucher' promotion type, you'll see this field. This allows you to select the offer to redeem when the transaction has been made
The amount of points to be awarded when the promotion is applied
Points multiplier
The amount by which the contacts transaction points will be multiplied
Issue points type
Whether points should be issued on the currency spent or the quantity purchased
Conversion rate
The conversion rate to use to calculate the amount of bonus points to award
Whole ratio units only
If checked then a contact must meet the exact rules of the conversion rate (i.e. if 1 unit = 1 point then they must purchase exactly 1 unit)
Personalised offer to be redeemed
The personalised offer that should be redeemed when the promotion is applied to a transaction
Loyalty activity description
The description that will appear in the contacts loyalty transaction activity. The following smart inserts are available: Promotion name, Currency, Spend, Site name
Loyalty activity type
The activity type associated with the entry in the contacts loyalty transaction activity. By default this will be set to the promotion type (i.e. Fixed points)
Redemption message
The message content triggered to the contact when a promotion has been successfully redeemed.
All images associated with the applied promotion are available to add to message content via the “image properties” button within the editor.It's also possible to insert the following smart inserts in the redemption message:
Smart insert
Description
Applied promotion name
The name of the promotion that has been applied
Applied promotion short description
The short description associated with the applied promotion
Applied promotion long description
The long description associated with the applied promotion
Applied promotion confirmation message
The confirmation message associated with the applied promotion
Applied promotion terms and conditions
The terms and conditions associated with the applied promotion
Applied promotion link URL (1 - 3)
Links associated to the applied promotion
Applied promotion anchor text (1 - 3)
Anchor text associated to the links
Product selection rules
Product rules
Determine the “And/Or” rules for which products within the basket have the promotion applied to them. If the product catalogue is disabled for the account then the only selection available will be “Product SKU”
Every "matching set" returned from the product selection rules is counted as a single redemption. This means that a promotion could be applied multiple times to the same transaction.
Quantity rules
If the basket contains multiple quantities of the “promotion-qualifying” product then it’s possible to state if the promotion should apply to: all units, every X units, or the first X units
Pricing rules
If the basket contains multiple “promotion-qualifying” products in the basket then it’s possible to state if the promotion should be applied based on “sort by” rules: cheapest or most expensive based on unit sales value inc. tax, excl. tax or unit tax value
- Click the 'Eligibility' tab to add the 'Eligibility' details. Enter all that apply:
Attribute
Description
Qualification rules
Site qualification rules
If no rules are defined then all sites where a transaction is made qualify for the promotion.
If a site file has been imported into the account it’s possible to build site rules that determine which sites qualify for the promotion.
The site attributes available for rule building are: Site name, Site number, Address line 1, Town, County and Postcode.
Customer qualification rules
If no rules are defined then all contacts qualify for the promotion.
The user can define rules to determine which contacts qualify for the promotion. This can be based on whether or not they are members of existing Horizon groups, their Home site, whether or not they’re a loyalty member, the date they enrolled in the loyalty programme, when their membership anniversary is, their current point balance, the date they last made a transaction, the date they last redeemed a personalised offer/tiered reward or promotion, their date of birth or when their birthday is.
Transaction qualification rules
If no rules are defined then all transactions qualify for the promotion.
The user can specify which “basket level” attributes determine whether or not the transaction qualifies for the promotion. The attributes available for rule building are: card type used, total cost (incl. tax), total cost (excl. tax), transaction date, transaction time, transaction source and loyalty card type.
Line items qualification rules
If no rules are defined then all line items qualify for the promotion.
The user can specify which “line item level” attributes of the transaction determine if the promotion qualifies. The attributes available for rule building are; quantity, product, product SKU, program brand, product brand, product category, product labels, product cost price, product retail price and product profit margin.
If a product catalogue doesn’t exist then the user can build rules by manually entering product SKU, product category or product brand into free text fields. Quantity is also supported regardless of whether or not a product catalogue exists.
Application rules
Qualifying transactions
If the purpose of the promotion is to encourage repeat behaviour then the user can apply application rules.
These rules can be based on the number of qualifying transactions, quantity of product purchased, amount of currency spent over specific time periods. It’s also possible to specify particular product and product category rules.
Control group
Control group
It’s possible for a user to select (or create a) group within Horizon and use a percentage of members of the group as a control group in the promotion. Contacts in the control group will then be ineligible for the promotion.
Restriction rules
Limit total number of redemptions
Allows the user to specify if the promotion can only be applied a limited number of times in total.
Limit redemptions per customer
Allows the user to specify if the promotion can only be applied a limited number of times per customer.
As mentioned previously, every "matching set" returned from the product selection rules is counted as a single redemption. This means that a promotion could be applied multiple times to the same transaction.
For example, if the promotion was “Buy 2 blue widgets and get x 5 points” with a “limit redemptions per customer” set to 1 and the customer bought 10 blue widgets, they’d only get the promotion applied once on the first 2 blue widgets.
Always apply
When checked, this means the promotion will always be applied regardless of conflict rules.
See the “Managing promotion conflicts” section of this document for more details
Search terminology on the eligibility tab
When building eligibility rules on the “Eligibility tab”, the following search terminology is used.
- Is
- When used the object must meet the criteria defined
- Is not
- When used the object must not meet the criteria defined
- Is all of
- When used the object must meet all the criteria defined (i.e. the contact must be a member of all selected groups)
- Is any of
- When used the object must meet some of the criteria defined (i.e. the contact must be a member of at least one of the selected groups)
- Is not all of
- When used the object must not meet all of the criteria defined (i.e. the contact must not be a member of all selected groups)
- Is not any of
- Click the 'Content' tab to add the 'Content' details. Enter all that apply:
Attribute
Description
Short description
The short description for the promotion
Long description
The long description for the promotion
Confirmation message
The short message to confirm that a promotion has been applied, this could be printed at the bottom of the customers receipt
Terms and conditions
The terms and conditions for the promotion
Link URL 1 - 3
Links related to promotion content
Anchor text 1 - 3
Anchor text related to the associated link
Image URL 1 - 3
Images related to promotion content
Alt text 1 - 3
Alt text related to the associated image
- Once you have created your promotion, click 'Save and exit'
For information on promotion management, including editing your promotion and using the promotion calendar, see Promotion Management
Managing promotion conflicts
In account settings, by navigating to SalesLift > Conflict Management, a user can control how SalesLift handles promotion conflicts.
Conflict management takes effect when TaPE (the Transaction and Promotions Engine) has multiple promotions of the same type and subtype it could apply to a single transaction.
The above account settings control how “conflict management” is handled per Horizon account
|
Account setting |
Description |
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Promotion bias |
There are two possible settings:
Selecting “Max-Customer Saving” will mean that the “winning” promotion - when conflicts occur - will be the promotion that maximises the customer saving as a result of being applied. Selecting “Min-Customer Saving” will mean that the “winning” promotion - when conflicts occur - will be the promotion that gives the customer the minimum saving. |
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No, of promotions of the same type and subtype that can be applied to a single transaction |
By default this value will be set to “1”. This value determines how many promotions of the same type and subtype can be applied to a single transaction. |
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Promotion age selection |
If after using the “Promotion bias” attribute there’s still multiple promotions in consideration, TaPE will select the winner based on the age of the promotion. This attribute can be set to 1 of the following options:
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