ORACLE COMMERCE CLOUD INTRODUCTION TO PROMOTIONS

Oracle Commerce Cloud makes it

easy to create and manage

promotions, but we know it takes more

to deliver a promotion than just creating

it functionally. Executing an effective

promotion requires coordination,

creativity, and analytical know-how.

This guide provides example checklists

and tips for managing and creating

effective promotions.

coordinationcreativity

analytical know-how

INTRODUCTION

IDEA DEVELOPMENT PRODUCTION EXECUTION LAUNCH

STEP 1 STEP 2 STEP 3 STEP 4

Promo Concept

Analyses of Similar Promos

Define Promo Details

Define Segment and Targeting

Copy and graphics

Product Information Management

Landing Pages and SEO

Additional Marketing Assets

Analytics Codes and Tags

IT Dev (assumes existing feature)

Promo Setup

Related Widget Setup

Internal Search

QA in staging

QA in production

Site & related marketing live

Rinse and Repeat

NOTES: NOTES: NOTES: NOTES:

PROMOTION WORKFLOW OVERVIEW EXAMPLE

Launching a promotion end-to-end requires much more than just building a promotion in a tool. This workflow example illustrates the high-level steps required from concept to go-live. Promotions aren’t made in a day. Often they take longer than a week, with each step taking multiple days (your mileage may vary).

PROMO SUMMARY CHECKLIST EXAMPLE

Promo Name

Start and End Dates

Promo Summary

Coupon Code (if applicable)

Promo or Campaign Code (if applicable)

Look & Feel/Creative Brief

Landing Page(s)

SEO/URL Considerations

Analytics/Source Code Tags

Channel and Marketing Restrictions

Online Merchandising

Customer Segments

A/B Tests

Brand/Product/Category Restrictions

Qualifying Products and PIM Setup

Promo setup by channel (if necessary)

New Functionality Needed

Additional Marketing Assets Needed

QA in Staging and Production

Promo Analysis

This Promotion Checklist

Example is a short

summary of the key steps

and elements typically

required for launching a

new promotion. It is meant

to be used as a simple

guide when creating a

promotion, to make sure

nothing is missed.

General Promo Details & Setup

n Internal Promo Name

n External Promo Name

n Creation date

n Assets due date

n Coupon Code

n Promo Code

n Start and End Date of Promo

n Start and End Date of bounce back if there is one

n Promo Details

n Look and feel and creative brief for graphics

n Landing Pages needed? If so, specify and note preferred URL and SEO specifics, conversion tags

n Channels Available

n Messaging for Each Channel (online, print, call center, retail, marketing channels)

n Online Merchandising Spots

n Graphics for those Spots

n Customer Segmentation for those Spots

n Any A/B testing for those spots

n Source Code for internal tracking

n Codes for URL tracking for web analytics

n Brand restrictions

n Product restrictions

n Category restrictions

PROMOTION SNAPSHOT EXAMPLEThis Promotion Snapshot Example is an end-to-end worksheet that can be used to kick off the promotion creation process and align and coordinate multiple stakeholders. It can be used as an ongoing reference document for a promotion that contains all important details. This is also available as a downloadable spreadsheet.

NOTES:

n Any other restrictions or exclusions

n For IT, note if any new triggers of functionality is needed. If so, lead time will be increased to allow for proper dev and QA.

Customer Segmentation and Testing

n Determine segments by channel

n Detail any differences in copy, creative, offer by segment x channel

n Detail any tests, related creative or copy variations, and success metric definition

n Due Date

Copy

n Create overall broad messaging and wording

n Outline the right messaging for each channel and marketing effort

n Provide copy for graphics and landing page creation

n Due Date

Graphics

n Identify all graphics needed.

n Decide where on the site to promote and specify all sizes.

n Decide where in email to promote and specify all sizes.

n Create graphics (see Snapshot for creative direction)

n Due date

PRODUCT INFORMATION

n Product information

n List Existing Qualifying Products, Product collections, and any bundles needed

NOTES:

n If new skus needed, please specify

n Due date

n Turnaround minimum

IT

n Promo setup (identify anything IT is needed on backend (for ex a new promo never done before)

n Lead time needed

n Identify and agree on any site performance impact.

Call Center

n Promo setup

n Lead time needed

n Anything unique for call center reps to consider. Any unique phone brand or promo exclusions.

n Maximum % discount per agent or rep. Any other commission-based considerations.

Retail

n Promo setup

n Lead time needed

n Anything unique for call center reps to consider. Any unique phone brand or promo exclusions.

n Maximum % discount per agent or rep. Any other commission-based considerations.

NOTES:

Marketing per Channel Note: must have separate tracking per channel. Note that in checklist.

n Email

n Mobile

n Print

n Call Center

n PPC

n SEO

n Online Ads

n Social

n Retail

n TV

n Radio

Promo Results Analysis

n Revenue and margin analysis

n Lift and comp % increase/decrease

n Performance by channel, sku, and product collection

n Landing page conversion and testing results

n What should be done differently the next time this promo runs?

NOTES:

PROMOTION BEST PRACTICE TIPSPromotions might be table stakes, but they are expensive. Keep in mind the following ten best practice tips when building an effective promotion, so that the margin you’re giving up results in real net gains.

1. Make sure you are using the right promotion for the result you want.

2. Every promotion should have a clear goal (e.g. drive AOV, drive more units/order, increase 1x/year purchasers to 2x/year), success metric(s), as well as a mini-forecast and tracking mechanism.

3. Be consistent with promotional messaging and experience across channels. Make sure all channels are aware of new promotions well in advance, even if the promotion is not available in a particular channel.

4. Different channels can, and sometimes should, have different promotions, but be aware of how they can conflict and may get used together.

5. Test and target promotions, creative, and offers to specific customer segments.

6. Make sure that any specific products, product bundles, or related products (e.g. accessories) included in the promotion are planned for and included in inventory management plans, and properly messaged on the site during the promotion.

7. Make sure any brand, channel, product, category exclusions are clearly messaged.

8. Create a landing page for key promotions, so that promotion details and online merchandising can be done effectively. This helps drive conversion from marketing campaigns.

9. Promotions should be tested end to end from a user perspective to ensure that the overall experience works as designed—both from a marketing and technical perspective.

10. When a promotion is over, it should be analyzed across channels, with actual results compared to the original forecast. Every promotion you run is an opportunity to get smarter and build a better promotion the next time.

NOTES:

High-Level Promotion TypesOrder Discounts

Item DiscountsBuy One, Get One Free

Shipping DiscountsBouncebacks and Targeted Offers to Existing Customers

Example Promotions

Spend Y, Get Item DiscountGet Item Discount (by Product, Category)

Get Order DiscountSpend Y, Get Order Discount

Get Shipping DiscountSpend Y, Get Shipping Discount

Tiered Order DiscountBuy One, Get One FreeBuy Item X, Get Item YGet Gift With Purchase

Buy Item X, Get Gift with PurchaseSpend Y, Get Gift with Purchase

Spend Y in X Get Gift with PurchaseBuy Item X, Get Free Shipping

Buy Item X, Get Order DiscountSpend Y in X, Get Item Discount

Spend Y in X, Get Category Discount

Increase Average

Order Value

Increase Units Per

Order

Increase Conversion*

Increase Repeat

Purchase*

PROMOTION GOAL MATRIX

Note: Single or Batch Coupon Codes can be applied to any of these promos. Plus, now you can trigger two promotions with one code!* Used with effective customer targeting, any promotion can drive increased order conversion and repeat purchases.

Our solution comes with a number of different kinds of promotions you can utilize. For maximum effectiveness, it’s important to use the right promotions to drive the right behavior. This simple chart shows example promotions available in Oracle Commerce Cloud and the main performance drivers for each. Remember to set trackable success goals for promotions up front and do an analysis after the promotion is over.

All of our promotions can be used with or without coupon codes (single or batch). Plus, now you can trigger two promotions with one code!

(This matrix spreadsheet is available for download.)

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

n

ORACLE COMMERCE CLOUD

BEST PRACTICES GUIDEoracle.com/commerce

COPYRIGHT © 2016 ORACLE AND/OR ITS AFFILIATES. ALL RIGHTS RESERVED.