Customized Offers - More to You Thursday

Instead of guessing what types of offers customers want or need, this experience asked them a single question each week: What are you shopping for this weekend? This gamified experience generates customized offers in real-time, matching their future shopping plans.

Platforms:

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Design Challenges

  • Insufficient customer data limited the ability to create accurate shopping propensity models, so that most promotional discounts and offers had to take a broad and impersonal approach to addressing customers’ shopping interests and needs. This often led to low promotion engagement
  • The marketing strategy needed to shift form “mass” to “personal”

Opportunities

  • Erode barriers to purchase by giving customers the freedom to shop categories of interest with the assurance they will receive a promotional offer
  • Encourage brand consideration and shopper loyalty by issuing points ($ value) in real time for immediate use
  • Maintain interest in this new promotional method through dynamic content focused on specific themes (e.g. storage and organization), events, or seasonal shopping needs

How I Made a Difference

High-Level Concept

Invited loyalty program members to identify their anticipated shopping needs through a gamified interface

Process Flows

Created simple process flows utilizing single-question approaches to generating customized offers

High-Level Concept Model

High-Level Concept Model


Brainstorm

Led multiple cross-disciplinary brainstorming sessions with creative designer, copywriter, and front-end developer

Whiteboarding key portions of the experience

Whiteboarding key portions of the experience

Storyboarding

Utilized storyboarding as a design communication tool to convey visual and motion design elements to external stakeholders

Experience Storyboard (Desktop)

Experience Storyboard (Desktop)

 
Experience Storyboard (Mobile)

Experience Storyboard (Mobile)


Email Template

Outlined marketing email template that introduced the concept by incorporating design elements from the on-site experience

Marketing Email

Marketing Email

 

Desktop EXPERIENCE

Designed for a seamless customer journey across channels and devices

1. Customized offer experience landing page

1. Customized offer experience landing page

2. Offer category selection

2. Offer category selection

3. Customized offers

3. Customized offers

 
4. Omnipresent offer reminder banner

4. Omnipresent offer reminder banner

 

Mobile Experience

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Outcomes

  • 15% email open rate was significantly higher than typical email open rates
  • The number of offers redeemed increased from week to week, indicating a pattern of repeat shopping and growth