Make your customers return sooner – and use every visit in-store as a chance to drive another one! It just makes sense.
Automatic follow-up offers make this simple. When you register a purchase or store visit, send the customer a new coupon, a survey, a game or give stamps.
The follow-up coupon can apply whatever business rules you choose – for example, it might be valid for just a few hours or days, tailored to the category you are working with. Drive the next coffee purchase within 12 hours, the next lunch purchase within two days, the next car wash within fourteen days.
The follow-up can also be a survey. When you launch a new product, ask your customers how much they liked it.
Use the follow-up approach to capture extra details from customers such as their gender and age.
Use follow-up coupons to reward customers completing your surveys. Or use follow ups to drive attention to your main value drivers, such as the stamps cards or to 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
1.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 increase the purchase value by smaller-basket customers.
2. Follow up on product
The customer must purchase a specific product to trigger the follow up action. Reward customers for purchasing the right products.
3. 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 brand campaigns. Customers are recruited to the campaign in paid media/advertising, but supplier brands get more value for their marketing spend through multiple interaction points.
7-Eleven Sweden – at every stamp you get a follow-up deal of a 50% off coffee same day:
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 is typically to motivate the next visit than to reward the previous one. Make sure that your customer has left your store before you do your follow-up. Make sure to use one-to-one push notifications 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 one, five or ten pastries.
In this campaign, only a certain percentage of in-store events trigger a follow up action. This can be communicated to customers as a game (buy today and see if you win a coupon). You can also issue image coupons and/or push notifications to communicate to customers that did not win this time.
Use these follow-up rewards with probability if you want your reward program to surprise and delight your customers.
Like all our features, “follow-up” campaigns are designed to be set up quickly and easily by your team on our self-service platform, using your brand guidelines and colours for maximum impact.
Try the “follow-up” feature to bring other exciting brand experiences and digital loyalty campaigns to your customers.
