ORACLE COMMERCE CLOUD INTRODUCTION TO PROMOTIONS

Transcription

1 ORACLE COMMERCE CLOUD INTRODUCTION TO PROMOTIONS

2 INTRODUCTION Oracle Commerce Cloud makes it easy to create ad maage promotios, but we kow it takes more coordiatio creativity aalytical kow-how to deliver a promotio tha just creatig it fuctioally. Executig a effective promotio requires coordiatio, creativity, ad aalytical kow-how. This guide provides example checklists ad tips for maagig ad creatig effective promotios.

3 Lauchig a promotio ed-to-ed requires much more tha just buildig a promotio i a tool. This workflow example illustrates the high-level steps required from cocept to go-live. Promotios are t made i a day. Ofte they take loger tha a week, with each step takig multiple days (your mileage may vary). PROMOTION WORKFLOW OVERVIEW EXAMPLE STEP 1 STEP 2 STEP 3 STEP 4 IDEA DEVELOPMENT PRODUCTION EXECUTION LAUNCH Promo Cocept Aalyses of Similar Promos Defie Promo Details Defie Segmet ad Targetig Copy ad graphics Product Iformatio Maagemet Ladig Pages ad SEO Additioal Marketig Assets IT Dev (assumes existig feature) Promo Setup Related Widget Setup Iteral Search QA i productio Site & related marketig live Rise ad Repeat Aalytics Codes ad Tags QA i stagig NOTES: NOTES: NOTES: NOTES:

4 This Promotio Checklist Example is a short summary of the key steps ad elemets typically required for lauchig a ew promotio. It is meat to be used as a simple guide whe creatig a promotio, to make sure othig is missed. PROMO SUMMARY CHECKLIST EXAMPLE Promo Name Start ad Ed Dates Promo Summary Coupo Code (if applicable) Promo or Campaig Code (if applicable) Look & Feel/Creative Brief Ladig Page(s) SEO/URL Cosideratios Aalytics/Source Code Tags Chael ad Marketig Restrictios Olie Merchadisig Customer Segmets A/B Tests Brad/Product/Category Restrictios Qualifyig Products ad PIM Setup Promo setup by chael (if ecessary) New Fuctioality Needed Additioal Marketig Assets Needed QA i Stagig ad Productio Promo Aalysis

5 PROMOTION SNAPSHOT EXAMPLE This Promotio Sapshot Example is a ed-to-ed worksheet that ca be used to kick off the promotio creatio process ad alig ad coordiate multiple stakeholders. It ca be used as a ogoig referece documet for a promotio that cotais all importat details. This is also available as a dowloadable spreadsheet. Geeral Promo Details & Setup Iteral Promo Name Exteral Promo Name Creatio date Assets due date Coupo Code Promo Code NOTES: Start ad Ed Date of Promo Start ad Ed Date of bouce back if there is oe Promo Details Look ad feel ad creative brief for graphics Ladig Pages eeded? If so, specify ad ote preferred URL ad SEO specifics, coversio tags Chaels Available Messagig for Each Chael (olie, prit, call ceter, retail, marketig chaels) Olie Merchadisig Spots Graphics for those Spots Customer Segmetatio for those Spots Ay A/B testig for those spots Source Code for iteral trackig Codes for URL trackig for web aalytics Brad restrictios Product restrictios Category restrictios

6 NOTES: Ay other restrictios or exclusios For IT, ote if ay ew triggers of fuctioality is eeded. If so, lead time will be icreased to allow for proper dev ad QA. Customer Segmetatio ad Testig Determie segmets by chael Detail ay differeces i copy, creative, offer by segmet x chael Detail ay tests, related creative or copy variatios, ad success metric defiitio Due Date Copy Create overall broad messagig ad wordig Outlie the right messagig for each chael ad marketig effort Provide copy for graphics ad ladig page creatio Due Date Graphics Idetify all graphics eeded. Decide where o the site to promote ad specify all sizes. Decide where i to promote ad specify all sizes. Create graphics (see Sapshot for creative directio) Due date PRODUCT INFORMATION Product iformatio List Existig Qualifyig Products, Product collectios, ad ay budles eeded

7 If ew skus eeded, please specify Due date Turaroud miimum IT Promo setup (idetify aythig IT is eeded o backed (for ex a ew promo ever doe before) Lead time eeded Idetify ad agree o ay site performace impact. NOTES: Call Ceter Promo setup Lead time eeded Aythig uique for call ceter reps to cosider. Ay uique phoe brad or promo exclusios. Maximum % discout per aget or rep. Ay other commissio-based cosideratios. Retail Promo setup Lead time eeded Aythig uique for call ceter reps to cosider. Ay uique phoe brad or promo exclusios. Maximum % discout per aget or rep. Ay other commissio-based cosideratios.

8 NOTES: Marketig per Chael Note: must have separate trackig per chael. Note that i checklist. Mobile Prit Call Ceter PPC SEO Olie Ads Social Retail TV Radio Promo Results Aalysis Reveue ad margi aalysis Lift ad comp % icrease/decrease Performace by chael, sku, ad product collectio Ladig page coversio ad testig results What should be doe differetly the ext time this promo rus?

9 NOTES: PROMOTION BEST PRACTICE TIPS Promotios might be table stakes, but they are expesive. Keep i mid the followig te best practice tips whe buildig a effective promotio, so that the margi you re givig up results i real et gais. 1. Make sure you are usig the right promotio for the result you wat. 2. Every promotio should have a clear goal (e.g. drive AOV, drive more uits/ order, icrease 1x/year purchasers to 2x/year), success metric(s), as well as a mii-forecast ad trackig mechaism. 3. Be cosistet with promotioal messagig ad experiece across chaels. Make sure all chaels are aware of ew promotios well i advace, eve if the promotio is ot available i a particular chael. 4. Differet chaels ca, ad sometimes should, have differet promotios, but be aware of how they ca coflict ad may get used together. 5. Test ad target promotios, creative, ad offers to specific customer segmets. 6. Make sure that ay specific products, product budles, or related products (e.g. accessories) icluded i the promotio are plaed for ad icluded i ivetory maagemet plas, ad properly messaged o the site durig the promotio. 7. Make sure ay brad, chael, product, category exclusios are clearly messaged. 8. Create a ladig page for key promotios, so that promotio details ad olie merchadisig ca be doe effectively. This helps drive coversio from marketig campaigs. 9. Promotios should be tested ed to ed from a user perspective to esure that the overall experiece works as desiged both from a marketig ad techical perspective. 10. Whe a promotio is over, it should be aalyzed across chaels, with actual results compared to the origial forecast. Every promotio you ru is a opportuity to get smarter ad build a better promotio the ext time.

10 PROMOTION GOAL MATRIX All of our promotios ca be used with or without coupo codes (sigle or batch). Plus, ow you ca trigger two promotios with oe code! (This matrix spreadsheet is available for dowload.) Our solutio comes with a umber of differet kids of promotios you ca utilize. For maximum effectiveess, it s importat to use the right promotios to drive the right behavior. This simple chart shows example promotios available i Oracle Commerce Cloud ad the mai performace drivers for each. Remember to set trackable success goals for promotios up frot ad do a aalysis after the promotio is over. Icrease Average Order Value Icrease Uits Per Order Icrease Coversio* Icrease Repeat Purchase* High-Level Promotio Types Order Discouts Item Discouts Buy Oe, Get Oe Free Shippig Discouts Boucebacks ad Targeted Offers to Existig Customers Example Promotios Sped Y, Get Item Discout Get Item Discout (by Product, Category) Get Order Discout Sped Y, Get Order Discout Get Shippig Discout Sped Y, Get Shippig Discout Tiered Order Discout Buy Oe, Get Oe Free Buy Item X, Get Item Y Get Gift With Purchase Buy Item X, Get Gift with Purchase Sped Y, Get Gift with Purchase Sped Y i X Get Gift with Purchase Buy Item X, Get Free Shippig Buy Item X, Get Order Discout Sped Y i X, Get Item Discout Sped Y i X, Get Category Discout Note: Sigle or Batch Coupo Codes ca be applied to ay of these promos. Plus, ow you ca trigger two promotios with oe code! * Used with effective customer targetig, ay promotio ca drive icreased order coversio ad repeat purchases.

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