FOLLOW UPS

 

Make your customers return sooner!

Use every interaction with the customer to drive the next interaction! Automatic follow-up actions make this simple. When you register a store visit, send the customer a new coupon, a survey, a game or give stamps!

The follow-up coupon can be valid only a number of hours/days in order to drive frequency of purchase that suits the category you are working with. Drive the next coffee purchase within 12 hours, the next lunch purchase within 2 days, the next car wash purchase within 14 days.

The follow-up can also be a survey. Launch a new product and ask your customers about their experience with the product. Use survey to capture demographics such as gender and age. Use follow-up coupons to reward customers completing the survey.

Or use follow ups to drive attention yo your main value drivers, such as the stamps cards or give points.

 

Follow up on validation example from 7-Eleven Norway: buy coffee with the stamp card,  get half price coffee the same day

 

 

USE DIFFERENT IN STORE ACTIONS TO TRIGGER FOLLOW UPS

Follow up on basket size

The customer must purchase a minimum amount (or an amount within a range) to trigger the follow up action. Only reward your best customers or lift the basket size for small basket customers.

 

Follow up on product

The customer must purchase a specific product to trigger the follow up action. Reward customers for purchasing the right products.

 

Follow up on validation

The customer must use a specific coupon in store to trigger the follow up action. Increase the impact of the campaign by keeping the customer in the marketing loop for longer. This is especially popular with supplier brands campaigns. Customers are recruited to the campaign in bought media, but supplier brands get more value for their marketing spend through multiple interaction points.

 

 

 

IMPROVE THE EFFECTIVENESS OF THE FOLLOW UP ACTION

Follow up with delay

 

Follow up examples from Cost coffee, India: when you redeem the first coupon, you get different follow ups with varying delays.

 

You can delay the follow up action for as long as you like. The purpose may be to focus more on motivating the next visit than to reward the current visit. Make sure that your customer has left your store before you do your follow-up. Make sure to use 1:1 push notification with your follow-up campaign!

 

 

Follow up with probability (surprise and delight!)

 

Follow up with probability example from Narvesen, Norway: When scanning the main coupon, you can win 1, 5 or 10 pastry.

 

Only a certain percentage of in-store events trigger a follow up action. This can be communicated to the customer as a game (buy our product and see if you win a coupon!). You can also issue image coupons and/or push notification to communicate to customers that did not win this time.

Use also follow-up rewards with probability if you want your reward program to surprise and delight your customers.