The promotion made it possible to increase the activity of the customer base by email three times in a few days, increase the average check by 10% and the turnover by 20%.
The jewelry chain considers the denomination as a tool for the most effective management of customers' bonus accounts.
The main objectives of the campaign were to stimulate demand during the traditionally "low" summer period, when customers set their financial priorities in favor of recreation and seasonal entertainment, as well as increasing the average check and Retention Rate.
In the period before the campaign, the average receipt for gold products on the network was about 9.500 rubles. During the promotional period, 585*GOLDEN offered customers to make a purchase in excess of 10.000 rubles in order to spend bonus points with the greatest benefit and keep all the privileges on the loyalty card. This led to an increase in the average check by 10%.
"We use the denomination as a tool for managing consumer demand, and we conduct it so that the client remains in the black in any scenario. Even if he does not make purchases online during the promotion period, the remaining bonuses and special offers will always be enough for him to make a profitable purchase. Now the motivation is simple: buy more – get more. The same approach will remain in the updated bonus and status loyalty program 585*GOLDEN," said Andrey Shlyaev, Director of Marketing and Retail Sales Development of the jewelry chain 585*GOLDEN.
The denomination is scheduled for July 10 and will be held with a coefficient of 10:1.
Alex Shishlo for Rough&Polished
