Manage Promotions Centrally
Learning Objectives
After completing this unit, you’ll be able to:
- Explain the use of Global Promotions Management in ensuring a unified customer experience.
- List the available promotion templates and their uses.
- Explore the features of the promotion calendar.
Need for Unified Promotions
Dorjelean Kitchen, a fitness cafe chain across the United States, wants to expand its customer reach. It recently introduced healthy burgers, desserts, and beverages to cater to the nutritional needs of a rapidly growing health-conscious customer base.
Dorjelean has a successful loyalty program, DorjeElite Dining Club. The program regularly rewards advocacy, launches promotions, boosts revenue, and more. However, the company has been facing challenges of late: disjointed customer experiences between its branches and online stores, inconsistent messaging across channels, and lack of coordination between teams.
Here’s an example. Farha Amin is a loyal customer of Dorjelean Kitchen. An advocate of conscious eating, she loves the nutritious options and mindful dining experience the cafe offers. She orders lunch through the Dorjelean Kitchen app, expecting to avail the same rewards and discounts she usually receives at the stores. To her surprise, the app has different offers and the rewards don’t apply to her. This leaves Farha feeling frustrated and disappointed.
The marketing team at Dorjelean recognizes the need to create promotions that bring together different channels and ensure a consistent and unified customer experience. They collaborate with the loyalty team to plan a new promotion strategy.
The DorjeElite Dining Club program is built on Salesforce Loyalty Management. So the two teams find it fitting to explore Global Promotions Management, a promotion feature in Loyalty Management, to create and support their promotion strategy.
Extend a Warm Welcome to Global Promotions Management
Global Promotions Management is a one-stop shop for creating and managing end-to-end promotion capabilities. A declarative platform, it lets marketers quickly create promotions using a guided wizard. It offers out-of-the-box templates that ease the creation of promotions: define the audience, products, channels, triggers, rewards, and more! And you get a promotion calendar so you can plan and schedule the promotions.
It’s a cross-industry platform, meaning you can create independent promotions that aren’t tied to a loyalty program. However, this module only focuses on the capabilities of Global Promotions Management in the context of a loyalty program.
Explore Promotion Templates
Carlos Delgado, the loyalty program manager at Dorjelean, explores the available promotion templates. Let’s follow along.
The promotion templates let you define pricing and loyalty promotions together. However, if you want to create complex and customized promotion rules for loyalty members only, use the custom builder available with Promotion Setup.
There are different types of promotion templates.
- Cart Promotions
- Line Level Promotions
- Unit Price Promotions
- Combo Promotions
- Loyalty Promotions
You can create a promotion using a combination of cart, line level, unit price, and combo templates. Each template type provides discounts for specific products, product categories, or spends. In addition to discounts, for the same template, you can choose multiple loyalty rewards such as vouchers, badges, points, and games.
Use the loyalty promotions template to reward non-purchase behavior such as social media engagement and store check-ins. However, when you use this template, you can’t use any other templates or define promotion limits.
Let’s find out more about each promotion template type and the templates they offer.
Cart Promotions
Use cart promotions to apply discounts to a customer's shopping cart during checkout. The discount is applied to the entire cart value.
Template Name |
Template Description |
Example |
|---|---|---|
Buy X, Get Discount + Rewards |
The discounts are applicable only when customers purchase specific products or products from specific categories. |
Buy a Mediterranean Veggie Roll or Whole Grain Veggie Roll, and a Quinoa Salad Bowl, and get a 20% discount on cart value. |
Spend X, Get Discount + Rewards |
Customers get discounts based on their cart value, irrespective of the product. |
Spend a minimum of $50 to avail a 10% discount on cart value. |
Line Level Promotions
Use line-level promotions to offer discounts on individual items within a customer’s order.
Template Name |
Template Description |
Example |
|---|---|---|
Buy X, Get Discount on Y + Rewards |
When customers purchase specific products or products from specific categories, they get a discount on the total price of each eligible product. Alternatively, you can offer free products from a select category as a reward. |
Buy a Mediterranean Veggie Roll or Whole Grain Veggie Roll, and a Quinoa Salad Bowl, and get a 10% discount on Kombucha shakes plus 100 points. |
Spend X, Get Discount on Y + Rewards |
Apply a promotion based on the cart value with options for a minimum threshold, a specific range, no limit to the maximum spend, or no restrictions. Customers get a discount on the total price of each eligible product, free products, or products from categories. |
Spend $50 and get $5 off on a Fresh Fruit Cup. |
Unit Price Promotions
Use unit price promotions to provide discounts on the unit price of a product purchased.
Template Name |
Template Description |
Example |
|---|---|---|
Buy X, Get Unit Price Discount on Y + Rewards |
When customers purchase specific products or products from specific categories, they get a discount on the unit price of eligible products or products from eligible product categories. |
Buy a Mediterranean Veggie Roll or Whole Grain Veggie Roll, and a Quinoa Salad Bowl, and get a 10% discount on the unit price of each Protein Power Smoothie. |
Spend X, Get Unit Price Discount on Y + Rewards |
When a customer’s cart value is within a specific range, they get a discount on the unit price of eligible products or products from eligible product categories. Alternatively, you can reward customers without any cart value restrictions and add other rewards to the promotion. |
Spend $50, and get $5 off on the unit price of each Trail Mix. |
Combo Promotions
Use combo promotions to offer special deals or discounts on product bundles.
Template Name |
Template Description |
Example |
|---|---|---|
Buy X, Get Discounted Combo + Rewards |
When customers purchase specific products or products from specific categories, they get a discount on a combo of product or product category. |
Buy a Mediterranean Veggie Roll or Whole Grain Veggie Roll, and a Quinoa Salad Bowl, and get two smoothies for $30. |
Spend X, Get Discounted Combo + Rewards |
When a customer’s cart value is within a specific range, they get a discount on product or product category combos. You can also reward members without any cart value restrictions. |
Spend $50, and get two smoothies for $30. |
Loyalty Promotions
Use the loyalty promotions template, Accrual Events, to offer rewards for non-purchase activities, such as accrual transactions, or when you want to add only one rule to the promotion.
Template Name |
Template Description |
Example |
|---|---|---|
Accrual Events |
When customers complete a purchase or engage with the brand, they are rewarded with points, vouchers, or badges. |
Review a product and get 100 points. |
Promotion templates are an efficient tool for creating a more streamlined and effective marketing strategy.
Visualize Promotions on the Promotion Calendar
To better plan and coordinate the marketing strategy, the marketing team draws up a schedule of all activities for the foreseeable future across channels. They use the Promotion Calendar to list all planned promotions, ensuring there's no overlap or conflict between initiatives.
The team identifies key dates and events and adds them to the calendar. Keeping in mind the season, they plan discounts and offers on products that are more likely to sell at that time. They also schedule some evergreen promotions such as rewards on birthdays and anniversaries. At this point, they also identify the promotion channels, for example, online or app-based, and customer segments.
Here’s a look at the calendar after they’ve listed a few promotions.
To learn more about the calendar’s capabilities, check out the Promotion Calendar help documentation.
With all the near-future promotions planned, the team considers the available templates and decides to create a couple of promotions. In the next unit, you look at how the promotions are set up.