Setting up Upselling Incentives

Users who don’t qualify for promotions present an additional upselling opportunity for you: you can make them aware of what they need to do in order to receive a promotion. For example, you can encourage users to purchase more products by displaying a “Buy one more box of light bulbs and get the next one free!” message on a checkout page.

In order to display upsell incentives for a given promotion, you need to describe the circumstances under which those incentives are appropriate. For example, if a promotion gives free shipping to orders over $2500, you might want to display an upsell incentive when orders are $2400 that says “Free shipping if you spend $100!” You specify these circumstances as Closeness Qualifier items. A Closeness Qualifier has three main parts: a rule that says when it applies (orders greater than $2400), media items that display when the rule is met (“Free shipping if you spend $100!”), and a priority. When the Closeness Qualifier rule fits for a user’s circumstance, the user’s profile receives a reference to that Closeness Qualifier.

You can also define an Upsell Action, which is a list of upsell products. For example, products that cost $100 could make up your Upsell Action. Buying one such product qualifies a user for the free shipping promotion.

Once you have defined the Closeness Qualifiers and Upsell Actions for a promotion, you need to decide how those Closeness Qualifiers will be detected. You can design scenarios to add items to a slot that are accessed in a page or send an email when a user obtains a Closeness Qualifier.

Follow these steps in this order to create alert notices about a user’s proximity to a promotion:

  1. The Page Developer creates the text and media that advertises how close a user is to qualifying for the promotion. These items are called media items and you will need to know where they are located in order to complete the steps below.

  2. Create the promotion. See Creating a Promotion for instructions.

  3. Describe the Closeness Qualifier, when users qualify for it, and the promotion it is associated with. See Creating Closeness Qualifiers.

  4. Specify upsell products in an Upsell Action. See Working with Upsell Actions.

  5. Enable the upsell option on the promotion. See Updating the Promotion.

  6. Activate the upsell notification by creating a scenario that uses it or instruct a page developer to incorporate it into a JSP. See Detecting a Closeness Qualifier.

Sample Upsell Incentives

Here are two promotions, each of which has two Closeness Qualifiers.

Promotion: Free Shipping to Orders Over $2500

The goal of the Closeness Qualifier Spend $100: encourages users whose cart contents cost between $2400-$2499 to purchase products that cost $100. To implement this Closeness Qualifier, you would need to do the following:

  1. Create a Closeness Qualifier in the ACC and update its properties:

  2. This Closeness Qualifier requires an Upsell Action that has upsell products with a certain price. You can add products that cost $100 directly to the Fixed Upsell Products property on the Upsell Action.

  3. A scenario might add this Closeness Qualifier to a slot so that a media item would advertise the upsell products to all qualifying users.

The goal of the Closeness Qualifier Buy This Brand: encourages users whose cart includes items from Manufacturer Z to purchase additional products from Manufacturer Z. To implement this Closeness Qualifier, you would need to do the following:

  1. Create a Closeness Qualifier in the ACC and update its properties:

    Note the two Closeness Qualifiers have the same priority so that users are able to qualify for both of them. Two Closeness Qualifiers can have the same priority when each one has a unique, non-competing rule.

  2. This Closeness Qualifier requires an Upsell Action to associate upsell products with Manufacturer Z. Create a product content group with the following rule:

  3. A scenario might add this Closeness Qualifier to a slot so that a media item would advertise the upsell products to all qualifying users. You could use the same slot you specified for the other Closeness Qualifier.

Promotion: Buy 3 product Xs and get 1 Y free

The goal of Closeness Qualifier Buy One More X: encourages users who have two Xs in their carts to purchase a third in order to receive a free Y.

  1. Create a Closeness Qualifier in the ACC and set the Qualifier property to When order contains exactly 2 Xs.

  2. This Closeness Qualifier requires an Upsell Action to associate upsell products with a certain price. Create an Upsell Action and set the Fixed Upsell Products property to X.

  3. A scenario might send an email to users who have two product Xs, explaining with the purchase of one more X they receive Y for free.

The goal of Closeness Qualifier Buy two More Xs: encourages users who have one X and one Y in their carts to purchase two more Xs so the Y is free.

  1. Create a Closeness Qualifier in the ACC and set the Qualifier property to When order contains exactly 1 X and order contains exactly 1 Y.

    Note that priority is not important here because the two Closeness Qualifiers are not in direct competition. Based on their respective qualifier rules, it would be acceptable for a user to receive both Closeness Qualifiers, but their having different delivery mechanisms (email and scenario slot) may be reason for not wanting a user to receive both. Receiving two Closeness Qualifiers through different channels could overwhelm users. By not setting a priority on either, you specify that users are eligible to receive one Closeness Qualifier for this promotion.

  2. This Closeness Qualifier requires an Upsell Action to associate upsell products with a certain price. Create an Upsell Action and set the Fixed Upsell Products property to X.

  3. A scenario might add an advertisement to a slot that says “How can you buy just one X? Buy 2 more and your Y is free!”

 
loading table of contents...