STEP 1 Promotion

Marketing strategies and initiatives aimed at encouraging customers to make purchases and increase engagement with the brand are precisely what promotional programs are about. Within these activities, customers are offered various benefits, such as discounts, promotions, rewards, coupons, or loyalty points.

How do promotions work

The mechanism behind promotions is intuitive and based on a multi-step process - creation, distribution and activation of promotions, analysis of results and effectiveness. You can see a simplified process in the diagram below, with a detailed description of the operation beneath it.

STAGE 1: Planning

Defining promotion objectives: The first step is to establish clear objectives for the promotion, such as increasing sales, building brand awareness, acquiring new customers, or enhancing engagement with existing ones.
Target audience research: Understanding the needs, preferences, and behaviors of customers through analysis and segmentation of the target audience is crucial. This enables more effective customization of the promotion to meet their needs.
Budget and resources: Assessing the available budget and resources, including financial means, human resources, and technological assets, that can be allocated for the promotion is essential.

STAGE 2: Distribution & displaying

At this stage, we decide where to distribute our promotion or reward, for which we can use any channel, such as email, mobile application, websites. Depending on the chosen display channel, you will need to implement an appropriate method for delivering the solution.

Detailed information:

DOCUMENTATION

For more information, check our article about displaying promotions section.

STAGE 3: Activation & usage

Promotions are activated by the user at the moment of displaying the offer through our selected communication channel, adopting one of several activation states. The states always exist in a given end-user context. The same promotion may have different states for different users. The following graphic presents all these states along with their explanations

Assigned – If the promotion meets all the display conditions, and user belongs to promotion’s segment, the promotion receives the status of “assigned" for this user.
Active – The “Active” status is given to a promotion that was assigned to and activated by end-user. Activation may redeem user’s points or be free of charge, depending on configuration of the promotion.
Redeemed – Some promotions have usage limits; if a customer utilizes it, the promotion moves to the “redeem” status, indicating that the personalized promotion cannot be activated and used again by this specific user.

In Synerise, promotions do not have a visible code to the user; necessary information is communicated between the cash/commerce system and Synerise. The only crucial element is identification of the customer at the time of purchase unless you want the promotion to be used by anyone.

For complete reference of promotion statuses, go to the “Promotion statuses” section

STAGE 4: Results analysis

Regularly tracking and analyzing promotional results, such as sales metrics, customer engagement, ROI, or website traffic growth, is critical. It helps gauge the effectiveness of promotional spend and assess the success of the promotion.

Based on the data obtained, conclusions and recommendations can be drawn for further marketing activities and possible improvements for future promotions.

Detailed information:

DOCUMENTATION

We recommend using reports and analytical dashboards for monitoring of promotions.

We recommend using reports and analytical dashboards for monitoring of promotions.

Promotion Types

Synerise offers various types of promotions that can be tailored to meet individual needs and the marketing strategy of a company. Here are some of the types of promotions available in Synerise:

	Description	Example
Discounts and rebates	Discounts and price reductions are a popular form of promotion where the customer receives a reduced price on a product or service. They are attractive to customers looking for price opportunities and can serve as a strong incentive to purchase. Discounts can be given as a percentage or fixed amount, offering flexibility in tailoring offers to different products and situations.	Example: Enjoy our sale! Receive a 20% discount on all products in our online store!
User segment promotions	These promotions target customers who meet specific demographic criteria, purchasing behaviors, or have similar product preferences. They are characterized by offering personalized discounts or reductions that match their individual needs and interests.	Example: Super offer for Women’s Day, today only ladies buy all products 10% cheaper!
Promotions tailored to location and channel	These promotions are optimized for the customer’s location and purchase channel. They offer unique benefits or discounts to customers who shop in a specific location, such as a newly opened store in a particular city, or through a specific shopping channel, such as a mobile app. This makes promotions more effective because they are tailored to the specific preferences and behaviors of customers.	Example: This weekend only, in our newly opened store in Warsaw, save 10% on purchases over 200 PLN through our mobile app!
Loyalty point promotions	Loyalty programs reward customers for frequent purchases or other desired actions. They build long-term relationships with customers by rewarding them for their participation in the program.	Example: Exchange your 500 points for a 30% discount on your next purchase!
Rewards and gifts	Promotions involving rewards and gifts offer customers free products, samples, gadgets, or other rewards for specific actions. They are an effective way to encourage customers to make larger purchases by offering additional benefits.	Example: Try our new products for free! Get a mini version of our new face cream after a purchase over $100!
Time-limited promotions	Time-limited promotions are special offers designed to capture customers’ attention and incentivize them to make an immediate purchase. These promotions can generate sales increases in a short period of time and can be used to build brand awareness.	Example: Time for a flash sale! For the next 24 hours only, all shoes in our store will be 30% off.
Personalized offers	Personalized offers are created specifically for individual customers, taking into account their preferences, purchase history, behavior and other factors. They are a powerful tool for building relationships with customers by offering them products and promotions that are more relevant to them.	Example: We’re impressed with your recent purchase of our new smartphone! We have something special for you: a 20% discount on accessories from the same brand that perfectly match your new device.

Note: Promotion types in Synerise can be tailored to different marketing objectives and business strategies. They can also be combined to achieve the desired marketing results more effectively.

Next step

Now you know how we defined promotions in Synerise, in the next article we will show you how to create one of them.