There is a system of discounts for regular customers. Learn how to properly discount. How the discount program works: ways to identify cards

24.06.2019

Outwardly, everything looks something like this: a buyer comes to you, holds out a card, the seller scans the barcode on the card, and determines what percentage of the discount is on the card. The amount of the discount is deducted from the purchase, and the payment for the goods is taken into account for the growth of the cumulative discount.

And now let's "open" the mechanism of the system of customer discounts

We want to warn you right away: the introduction of discount cards in a store without taking into account discounts and sales is not only useless, but also very harmful for the store! Because it can become a cause of fraud and an uncontrolled means of enrichment for unscrupulous sellers.

To run discount cards or coupons in a store, you definitely need a program that can automatically calculate discounts on the card and keep track of them! Otherwise, how can you be sure that the discount did not go into the seller's pocket? After all, it is very difficult to check how many people visited the store with cards and received discounts on them manually.

To account for discounts in the TorgSoft program, there are special tools

The TorgSoft program gives the entrepreneur full accounting, control and analysis of the use of discounts with a return indicator:

Automatically calculate the discount amount from the purchase amount;
- automatically increase the discount depending on the amount of all customer purchases (cumulative discounts);
- accrue bonuses to the client's card and pay off as bonuses upon purchase (the bonus system can be used as an alternative to discounts or together with discounts);
- take into account the entire history of customer purchases;
- maintain a database and questionnaires of buyers and do according to it
- keep a record of the discounts provided and analyze their use;
- limit or prohibit the discount on certain types of goods (the margin of which is small).

How does a barcode on a discount card work and how is the discount determined?

In the TorgSoft program, each client is assigned a unique number that corresponds to barcode ondiscount card. By scanning a barcode, the program identifies the buyer and recognizes percentage of his discount. You see the buyer's profile: full name, contacts, history and amount of purchases, birthday, accumulated discount. Handing the card to the buyer for the first time, you take personal data from him and enter them into the program.

So the card is "attached" to the buyer. As you make purchases, its discount can grow - if you have chosen a funded system, or remain unchanged - if you have chosen a fixed one. You can manage customer discounts and apply a mixed system, as well as adjust the percentage of their discounts.

It is desirable to decide what discount system will be in your store in advance, based on the size of the average check and the goals of the store. If you want to give customers the opportunity to accumulate discounts on the card - think about "thresholds" of discounts. For example: when buying for 300 UAH - 2%, when reaching 700 UAH - 5%, 1500 UAH - 7% and so on. All these discount conditions are written in the program, and it makes no sense to write them on the card:

To encourage customers to shop in your store regularly, you can specify the discount period. For example, if no purchases were made during the period you specified, the discount is reduced or cancelled.

If you want to run discount coupons (discount coupons) in the store or use gift certificates, they also need to be accounted for.

The direct benefit for the shopper in retail today is the discount, a discount program that increases the attractiveness of the store, from which the owner has much better results than his competitors. Automation of the discount program accounting system using modern computer software allows you to collect information assigned to the card instantly.

The equipment not only reads data from a magnetic, chip card or barcode, it identifies the client in the database, allows you to create a purchase history, automatically calculates the discount, and also shows the effectiveness of the discount program using analytical calculations. However, the most important thing to consider is the goals of your business that you should help achieve. discount program.

What is a discount program

Discount program- this is a developed system of discounts for a client from a store, a representative of the service sector or catering. A discount always implies compliance with a number of conditions for receiving a discount, for example: when buying from 1,000 rubles, if you have a “golden” customer card, or if you have purchases worth 10,000 rubles. per month. First of all, the discount program is designed to increase customer loyalty due to positive emotions from the purchase, thus it directly affects the increase in demand.

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Working to attract customers through a discount program undeniably leads to an increase in competitiveness. Transparency for the consumer of the principle of obtaining benefits "here and now" is the main advantage of the discount program system. When choosing between bonuses and discounts, buyers choose the latter in 98% of cases.

When introducing a discount program, the company must still understand that its simplicity is important for the client, however, the company itself will have to carry out a number of activities:

1) definition of "threshold to enter"- the purchase price required to participate in the discount program. This indicator is not regulated in any way, and therefore can cause difficulties. As a rule, an average check is taken, and its amount is increased by 2-3 times. It is also a common practice to borrow the experience of competitors who effectively use any discount program. Then, based on the actual results, the “entry threshold” is adjusted;

2) discount size, the value of which varies depending on the field of activity of the enterprise. Supermarkets do not go above the threshold of 5%, retailers household appliances and electronics remain within 5-15%, restaurants and clothing stores can give a discount of 25%. It should be understood here that an overestimated discount causes mistrust. A competent buyer will immediately suspect something is wrong, doubt the quality of the product or the adequacy of the initial price, and the strategy of your discount program will become losing;

3) on what discounts to build the program. Will they be fixed or cumulative - what will attract the consumer and at the same time be easy to understand? How to create a diagram of the dependence of the final discount on total amount purchases at its increase? The principle of accumulation is attractive in that the buyer participates in a certain game that fuels his interest. At the same time, the consumer knows what actions need to be taken to obtain their benefits.

• Increasing customer loyalty: how to choose a gift in b2b

What can be a discount program

To date, a variety of discount programs are combined into several groups, formed according to different evaluation criteria.

By geographical coverage, discount programs are divided as follows:

• international allow their owner to receive privileges in more than one country;
• national operate on the territory of one country or some of its regions;
• regional operate at the level of one region;
• local differ in minimum coverage in a specific part (settlement) of one region.

This feature is typical mainly for programs created on the basis of payment cards, or it can be an independent discount program. The geography of the program is limited when it is tied to trading (service) enterprises operating within a region, one or more countries. The merger of companies can lead to geographic expansion.

Depending on the composition of the organization, which may contain several market participants, as well as on the company that issues discount cards, discount programs are divided into:

• local are programs , in which discount cards are issued and serviced directly by the enterprise itself, which sells a product or service;
• intercompany- have two directions: "club" and "alliance". The club discount program implies cards that are valid not only at the points of sale of the manufacturing organization, but also at partner companies. The Alliance represents a program that is implemented through cards issued by different enterprises that have entered into an agreement to provide discounts on each other's cards at all points of sale belonging to each of them.
• independent- in this case, firms specializing in the development of the program and the issuance of cards are considered. Such an organization profits from the sale of not only discount cards, but also other services provided to its customers.

The direction of the enterprise's activity is also taken into account in the classification feature of discount programs:

• specialized- participants are single-profile organizations;
• united- this is a grouping of several firms whose fields of activity do not compete, that is, they belong to a different profile. As a rule, these are discount programs of the "alliance" direction, which include a limited number of participants;
• universal- in this case, companies of mixed profiles participate in one program, regardless of whether they are competitors or not.

Options provided by the discount program of benefits or various privileges are also divided into:

• fixed discount programs. the most understandable and simple program, in which the client or buyer has a permanent right to a fixed discount. In some cases, the discount may depend on the amount paid;
• programs with a cumulative discount. The accumulative discount program in its name contains the principle of participation in it. That is, the more the client spends, the higher his discount becomes, while there is always a certain threshold for the amount of purchases that must be reached in this program. For example, we spent 3,000 rubles in a chain of stores. - 5% discount, spent another 7000 - and it grew to 10%;
• bonus programs. The discount and bonus program is tied to the accumulation of points or any other conditional virtual currency, which can then be exchanged for goods or pay for part of the purchase with it. Some organizations create catalogs of bonus products or services. In general, linking bonuses can be played in different ways, depending on the priorities of the company.

It is also often possible to meet conditions for obtaining a discount in the form of 100% or partial payment for a product or service.

• How to develop a discount system that motivates b2b customers to buy more

Why a discount loyalty program should be personal

Business owners, whether it is a restaurant chain, a cinema, a shopping and entertainment complex or a simple cafe, are well aware that today the client is spoiled with a choice of goods and services, and in order to keep him, you need to do more than just do your job perfectly. You need to create conditions that people will listen to and want to return to take advantage of the benefits and guaranteed discounts.

Clients and buyers strive to receive personal conditions in the institution, and a well-thought-out discount program involves them in this. There is already a certain “privilege” and the desire to visit the same institution often, when 10% is accrued from each purchase. The more often a person comes, the sooner he will be able to use his bonuses or accumulate enough of them to, for example, celebrate his birthday for free.

The essence of the personal discount program is in building work with the card of each client individually. Such a scheme of work is not only convenient, it is transparent, has a clear structure and is easy to control.

Any guest of your store or cafe is pleased to receive a personal discount card that can emphasize the status of the client and the possibilities of his privileges with a variety of designs. A common way is to create two types of cards within one program: a “newbie” and a “regular client” card. However, it is worth considering that a new visitor who has spent a decent amount will be more pleasant to get the second option.

When issuing a card, the guest is given a questionnaire, the data from which are transferred to electronic database. The so-called personal dossier contains, as a rule, full name, contacts (telephone, e-mail), date of birth and other information about the consumer. A more advanced version includes a sample signature of a person, his photo, as well as a message box that will automatically send sms when paying for goods or services (“We are glad to see you again, Ivan Ivanovich, in our chain of stores!”, “Thank you for your purchase!”). All this allows you to get a personal report on each guest: how often he comes, what his preferences are, what will be interesting for him. In addition, you can send an invitation to the client to participate in the promotion that is relevant to him.

It is a personal discount program that makes it possible to introduce more effective, attractive and profitable discount systems for the client. The status of the client, fixed by the card, allows you to adjust the percentage of the discount, the timing of the promotion or the period of time of the day (days of the week) on which it is valid. There is an option to link the card to a permanent discount, which can change upwards with the growth of the payment. The possibilities of working with the base are wide enough. It allows you to accrue a bonus, write it off for full or partial payment of a check, apply a discount only to a certain list of goods or dishes.

Today, personal cards make it possible not only to receive discounts or accumulate bonuses. They can carry wider functionality, for example, be credit, linked to a limit, debit, with the possibility of replenishment at any ATM, discount or mixed.

The company's trust in the client in the form of fixed amounts on the card according to the chosen credit line expands the possibilities of not only the buyer, but also the seller - a successful combination of discount and payment systems.

The exciting process of creating a discount system must be thought out in order to avoid financial losses. Here again, a personal discount system comes to the rescue, which contains all the data for analytics. Working with detailed reports (visit statistics, average check, discounts), you can always understand which company benefits from the program.

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Why is a discount program for collecting bonuses the most profitable?

Over time, discount programs began to be replaced bonus system, but the transition to new scheme discount leads to the question: should I change one program for another or optimize their joint action?

In any case, regular customers will be happy to be rewarded for their purchases, it is not always important for them how the discount program works: a single discount on goods or payment with bonuses - the main thing is that it exists. There will always be those who are dissatisfied, and this, as a rule, depends little on the frequency of visiting the store or using the discount system.

Therefore, the discount-bonus program based on partnership is obviously the most attractive, because it expands the range of privileges for the client and the seller's opportunities.

When a store owner is faced with the task of increasing the average check by retaining loyal customers, it becomes relevant to create a flexible program in which a person can choose conditions that are convenient for him. This is especially important during the transition from one program to another.

The cumulative discount program is good because in order to implement it, the buyer needs to come to the store again to exchange bonuses for goods. Compared to a discount, this is more beneficial for the seller (especially if the store is physical, not a web catalog). The discount and bonus program gives you the opportunity to build live communication with the buyer about:

• informing about the accumulated points, their balance;
• information about what you can spend bonuses on with an emphasis on the promoted product.

The best discount programs are those that are well-executed and able to run enough promotions to enable the merchant to:

• sale of goods;
• promotion of new products;
• formation of a portrait of a buyer, both profitable and average;
• even load distribution.

Expert opinion

Discount or bonus: which is more profitable

Alexander Kuzin,

deputy CEO for Commerce, Rigla, Moscow

The simplest discount systems are increasingly being replaced by bonus programs. This fact is undeniable. Initially, we introduced a discount system in the range of 2-7%, which depended on the amount of the check. But after some time it became obvious that customer needs are growing, the market is developing and requires more advanced and attractive marketing schemes to increase customer loyalty.

Despite the fact that discount cards do not cause unnecessary questions for the buyer, they still do not provide the frequency of repeat visits and, accordingly, do not bring the proper result to the enterprise. In addition, the discount directly reduces the final profit, therefore, for the company bonus programs loyalty is more beneficial. Points are a long-term cooperation between the buyer and the seller with a delayed possibility of realization. The company does not lose part of the revenue instantly, and the consumer increasingly enters the store, contacting the seller, thereby creating more high level loyalty.

How the discount program works: ways to identify cards

Identification of the discount card is also an important issue. There are several ways to determine the card owner and access his personal database:

1. Embossing (numbering). The most economical option for manual entry of the card number by the operator. The advantage here is the possibility of making additions to the dossier at any time. But this method is quite limited in its capabilities, it is not applicable for accounting for purchases, automatic calculation of discounts, and does not allow you to control the employee who accepts the discount card.

2. Magnetic tape as an identification option does not give access to changing the dossier. A magnetic card requires special equipment (computer or computerized cash register with reader). The discount is calculated automatically when processing the magnetic tape with equipment according to the created discount scheme.

Features of the magnetic discount card:

• discount calculation;
• accounting for purchases and discounts for any period selected by the user;
• recalculation of the discount depending on for what period and how much the client spent;
• automated processing of all incoming information;
• analysis of demand for goods or services sold (full-fledged marketing survey).

A magnetic discount card belonging to a chain of stores requires periodic uploading of customer information to the central database of the organization's head office. With this sequence of work, the consumer receives a real discount according to his costs at any point of sale.

3. Contactless chip (smart cards). The smart discount card accounting program is today considered the most effective for solving all the maintenance tasks assigned to it. Compared to a magnetic counterpart, a smart card has an extended functionality that determines its clear advantages:

• storage of data on payments or purchases for a specified period;
• storage of customer data;
• memory of the prizes received, bonuses, additional benefits that allow the client to make free purchase;
• the ability to expand the functionality of the map.

The memory of a discount smart card makes it more advantageous than a magnetic one for retail chains. Due to the fact that all data about the client, his purchases, discounts are stored on the card itself, regular daily reporting to the head office is not required. A smart card can always be supplemented with functionality, diversify new loyalty programs, change them at the discretion of business owners.

In terms of costs, the smart card will cost more, the price is affected not only by electronic memory, but also by the look and design. For example, the most expensive card is gold-embossed or with full-color photo printing on plastic. In order to save money, some organizations agree among themselves on the creation of a single discount system.

• Building customer loyalty: a payment card versus a discount card

Expert opinion

Discount card in smartphone

Sergei Khitrov,

senior analyst and manager research projects RBC.research agency, Moscow

Today, mobile discount cards are issued by sending a barcode to smartphones and other electronic devices. The trading scanner reads the stroke from the smartphone screen, as well as from any paper or plastic media. The mobile discount card is also capable of storing all customer data, including their photo and passport number. It is convenient for creating and maintaining a database of buyers, determining the circle of VIP clients and optimizing conditions for this category of buyers. Today in Russia, the Sportmaster network provides buyers with this type of card. Its Malina loyalty program completely replaces plastic. Also, mobile loyalty cards are introduced in stores trademark"Crossroads".

Another analogue of a discount card is mobile flyers, their essential difference is a limited period of validity. You can meet such a coupon in the McDonald's food chain. In Sweden, this card system is implemented on 25% of the 2500 issued flyers.

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Checklist of questions to ask yourself before creating a discount program

To develop a discount program, it is necessary to collect data according to the following questions:

1. What is the purpose of the discount program? The primary goals of any discount program are:

• increasing the loyalty of regular customers, their retention (discounts, friendly attitude of the seller);
• expansion of the client base (mostly discounts are applied here);
• maintaining a high level of the company's image (presentable corporate card design).

2. What kind of customers do you need to keep/attract?

The following guidelines will help you with this:

• average customer spend on a product or service in your industry over a given period of time (per day, month, or year);
• frequency of purchases or requests for services;
• the final owner (the buyer himself, family, colleagues or friends).

3. Will the cards be anonymous or personal?

Compared to anonymous cards, personal cards allow you to individually identify the circle of the most important customers and create a direct relationship with them. business connection. However, the advantage of anonymous ones is that they can be transferred without being tied to the owner, thereby increasing consumer demand.

4. To whom and how will the cards be issued?

You need to make several decisions:

• card cost;
• place of issue (within the network or with the involvement of third-party distributors);
• the image of the owner (it will be the ranking of customers by category or anyone can own the card).

5. What products/services will be discounted?

Think over the list of goods sold at a discount - whether it will be the entire range or only part of it.

6. What will be the size and discount system?

The financial part of the program should be well calculated. It is important to find a middle ground in creating an attractive discount and maintaining the profitability of the enterprise at the proper level. An economically beneficial balance is achieved by exceeding the amount of profit from the turnover of discount goods over losses from the discount and card maintenance costs. The service sector certainly has the possibility of a wider range of discounts in comparison with enterprises engaged in production or trade.

Card service directly depends on the chosen system. A permanent fixed discount requires only a calculator, while a cumulative discount program can only be provided with a computer.

7. How long will the cards be valid for?

Perpetual cards cause more loyalty from the consumer. However, existing restrictions are pushing buyers to urgently purchase a product or service. Thus, the company receives the maximum profit for a certain period of time.

8. Where will discounts be provided (in a separate location or online)?

It is necessary to decide on the process of synchronizing databases about customers of different points of sale in one centralized one.

9. What will be the type of cards (regular, barcode, magnetic stripe)?

The flow of customers and the choice of equipment at the point of sale determines the feasibility of using one or another type of card. A small customer flow is quite rationally provided by simple number cards. The volume of work on entering data into the database and calculating the discount manually will not take much time from the seller. When there are many customers, it is more convenient to automate the process of working with cards. To do this, the outlet must be equipped with specialized equipment.

10. What equipment will need to be purchased?

The organization of a simple discount program that implements the use of a single discount on a number card requires only a calculator. The accumulative discount program of discounts is possible by means of computer accounting in a program specially developed for this purpose. Automatic entry will provide a barcode scanner or a special magnetic card reader. The advantage of a barcode is to extend the life of physical cards, in addition, card equipment also reads codes from products sold, which is very convenient.

11. What software need to be edited or written?

The discount card accounting program should ensure the implementation of all its functions:

• barcode reading;
• comparison of the card number and the buyer's dossier;
• calculation of the amount with a discount;
• changing the volume of the discount according to the rules of the discount program;
• accrual of bonuses;
• generation of the required statistical reports upon request.

In addition to all of the above, the software must have a well-thought-out scheme for protecting against fraud by the operator.

12. How to organize staff training?

Any well-thought-out discount program can be completely ruined by unprepared personnel. Distribution of cards and information about the current loyalty program falls on the shoulders retail employees. In the case of belated training or irresponsible attitude of employees to instructions, consumer misinformation can occur, which leads to dissatisfaction. It is also important to create a competent motivation system within the network team, which will give a number of rewards (for example, bonuses for a completed plan) when working with discount cards.

13. How to communicate with clients?

Maintenance of the discount program includes informing customers about current promotions and offers. Email is the most cost-effective option, but if most customers don't have one, it's worth factoring envelopes, paper, stamps, and employee labor into the service costs.

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Stages of creating a discount program

Stage 1. Determining the type of discounts provided

Participation in the loyalty program should have simple and understandable conditions for the consumer, a positive result (benefit) should be foreseeable achievable. That is, the period for promotion comes not after a year, but after a month or during the holiday season. Too long waiting and protracted stages of the discount program leads to a loss of interest, often they completely forget about it.

The accumulative discount program is designed for personal accounting of all manipulations with the card for each client. Even if we are talking about the simplest license plate, an employee of the outlet enters all the data manually, and then, after entering the card into the system, he can determine bonus savings to provide a discount or promotional product.

A large flow of customers increases the risk of errors during manual entry, and barcode cards will help optimize the process. When the point of sale is already equipped with a barcode scanner, decide technical question accounting becomes easier. By the same principle, you can give preference to magnetic media when the store has a credit card terminal. Automation allows you to fully rely on the work of the program installed on your computer.

Stage 2. Development of conditions for issuance

This issue requires detailed study, because a discount program can both attract a buyer and leave a negative impression about the seller. What are the conditions:

Free distribution to everyone. Free promotion of customers with discount cards is rarely used, mainly when opening the first new store or launching a new company on the market. The so-called promotional discount cards are more appropriate in such a situation. They provide an opportunity to familiarize the client with the products and give a discount, which will play a motivating role in buying.

Free issuance under certain conditions. The card is issued when making a purchase for a certain amount.

Sale at cost. This approach provides an increase in the value of the card in the eyes of the client, he treats it more carefully. In addition, the price of plastic is relatively low, especially in comparison with the purchased product or service. Most often, companies with low profits or budget ones resort to this method of implementation.

Sale at a high price. It is applicable in shops of frequent visits. For example, a consumer on average buys products worth $200 per month, which is $2,400 per year, which he leaves in 3-4 grocery supermarkets. To make him shop only in your store, offer him a 5% discount on all products, that is, reduce his expenses for the year by $120. You can now offer a card for $70. Tell us about the savings, the direct benefit when buying only from you. Both sides are winners.

Stage 3. Establishing the conditions for granting discounts

The option without complications, which is actively used by most sellers, is an unconditional discount. There is a card - there is a discount. More far-sighted market participants still think through the conditions, determining the lower price threshold for receiving a discount, which can be tied to the cost of a single purchase, to the amount of purchases for a period, or provided at the time, for example, of the 3rd payment invoice.

In other words, the listed conditions form an interest in several purchases in order to receive a discount. Having information about the average check, you can slightly increase the minimum threshold for the purchaser's expenses. Thus, the average check will grow due to the number or cost of purchases. The only negative is the likely loss of a segment of buyers who are unable or unwilling to pay more. Thus, the effectiveness of the discount program will either remain at the same level or decrease.

Stage 4. Determining the expiration date

A so-called perpetual discount card is a promotional lure for a customer who is promised certain rewards on an ongoing basis. However, in reality, the initial discount program changes approximately once a year, taking into account the updating of the company's strategy, when changing the trade name or corporate identity. Therefore, it is quite realistic to set the validity period of a specific loyalty program for one year. When the time expires, at your discretion, discount cards can be extended or replaced with new ones.

Stage 5. Scope designation

If we take the most a simple circuit, we get a clear single benefit from a fixed discount for the consumer in relation to the entire range. An exception may be sale items or an out-of-season product at a discounted price.

The trading network is sometimes divided into shops offering discounts and outlets without them. However, it is more convenient and more attractive for the client to have a single discount card that works equally at every point of sale. Of course, this solution will require an investment in synchronizing the database into a single directory when the cumulative discount program is launched. For the correct operation of the discount scheme, it is important to quickly transfer data on the purchase of each client to all stores. If outlets connection to the Internet is provided, the databases are synchronized automatically online. Another option is the definition of a responsible employee who collects information from all points of sale. The data is manually merged, and the combined database is delivered to the store by the store's opening the next day. This solution is relevant in the absence of remote access for computers. One more good decision consists in the use of smart cards that store all information on a personal plastic carrier.

A fixed discount does not cause the described difficulties - any seller knows the amount of the discount, since it is indicated on the card itself and the employee can easily calculate it.

A well-thought-out discount program that brings together a number of companies to create a single discount system is always more attractive to the client. For example, the union of a car repair shop, a car wash point, filling stations, auto parts stores makes it possible to offer the client a comprehensive solution to his problems with unified system discounts or bonuses on one card. It is quite possible to increase the number of participants covering other human needs, such as supermarkets, home appliances stores or any other consumer goods. Here, the benefits are obvious to everyone: firms receive regular customers, the consumer receives a discount provided by a single discount card at the point of sale of any seller participating in the loyalty program.

Stage 6. Choosing how to distribute cards

In most cases, firms distribute cards on their own through retail network. However, for some reason, business owners trust the distribution of cards with certain conditions through third-party firms. When choosing an intermediary, the emphasis must be placed on working with an interested audience, which will be relevant to the offered goods or services. For example, a photo store can distribute cards through stores cellular communication or consumer electronics.

Stage 7. Card personalization

Depending on the goals, the discount program of discounts can be carried out through personal or anonymous discount cards.

To increase the turnover of stores, it is more promising to issue anonymous cards that can change hands with the preservation of the right to use. In fact, with such a goal, it makes no difference who used the card, the main thing is that the person came to your store.

To maintain and develop relationships with a regular customer, a personal card is more effective, which is aimed at increasing the loyalty of an individual consumer. It is important to introduce such maps in the field wholesale trade, related businesses or agents.

Step 8: Connect with clients

The best discount programs are those that are maintained by regular contact with customers. When a store is visited less than once every two weeks, a person simply forgets about his advantage, and therefore it is necessary to organize this connection.

First of all, when issuing a discount card, it is necessary to offer the client to fill out a questionnaire with questions that are necessary to create correct feedback with the person. For example, consider the buyer of a washing machine. It is possible to give him a discount card, and you need to collect data. What do you want to know about the person? His buying motive, who is it for? The contact column is filled in at will, the tricky question “choice without choice” is often used (fill in either e-mail or phone). Be sure to include an item about the desire to receive newsletters: about new collections, discounts, company news. Due to their inattention, this item is often left blank, and therefore focus the client's attention on this. In case of refusal to fill out the questionnaire, the buyer can be gently motivated by the fact that the completed questionnaire guarantees participation in the program even if the card is lost.

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Expert opinion

How to push the buyer to return as soon as possible

Anna Timashova,

Head of Consumer Loyalty Group, Podruzhka chain of stores, Moscow

Our network has implemented a discount program of a cumulative nature. However, we did not make it like everyone else, but added a limited period to the discount for the opportunity to use it. Thus, motivating the buyer to come to us in the near future again.

The discount is provided within the next month, based on the amount of expenses in the current one. Further, the program develops cyclically - a person either again reaches the threshold for a discount, or remains with a minimum of 3%. To develop customer loyalty, several thresholds for discounts have been created, the largest of which is 20%.

In addition, the discount program provides for a 5% discount in the morning hours (until 12:00), which is added to the minimum discount. There is a 5% discount for holders of a Muscovite social card, as well as a monthly privilege for everyone to purchase goods with a 15% discount every 15th day of the current month.

To expand the client base, the minimum threshold for connecting to the discount program is to make a purchase of only 400 rubles. However, if you refuse to fill out the card, it will not be issued.

How is the discount program documented?

Regardless of whether the cards are donated or sold to the client at any price, they must be taken into account. In the first case, accounting is carried out on account 10 "Materials", in the second - on account 41 "Goods". The possibility to offset the paid VAT to the supplier is provided for both options when issuing invoices. A company operating under the main taxation system must also pay VAT in accordance with the Tax Code of the Russian Federation.

As for enterprises operating with income taxes, the taxation system here may be different. With free discount cards, the taxable base does not decrease, because it includes all the costs of manufacturing plastic. In the case of cards sold at a fixed price, the taxable base is increased from sales revenue, and losses associated with the card creation process are deducted from it.

In the event that the company reserves the ownership of discount cards issued to the client free of charge, VAT and income tax are not charged. However, in this case, the expenses do not reduce the taxable base. Write-off of discount cards is made on account 44 "Expenses for sale".

Some companies use the services of the issuer, thus avoiding the worries about taxes and use the so-called "club" cards. The third party company itself holds the ownership of the loyalty cards. All expenses of the participant of the discount program in this case affect the reduction of the taxable base. The list of expenses is fixed by the contract, and they are considered economically justified.

The cards are also material value, and, accordingly, they are handed over to the seller according to the acceptance certificate or another document confirming the fact of the transfer. Free issuance of cards at the point of sale is always accompanied by filling out a questionnaire, which allows you to conduct full-fledged marketing research and analysis of the discount program. The processing of these data is possible only with the consent of the buyer, which is also included in the paragraph in the questionnaire. The program for accounting for discount cards automatically binds personal data to the card number or barcode as it is filled out. The financially responsible person draws up an act of debiting upon the fact of issued cards. Numbers are entered into it, as well as information about the recipients of discount cards in the amount established by the management. After that, the consumer uses the card at points of sale, accumulates bonuses and receives a discount in accordance with the rules of the loyalty program.

• Loyalty of the target audience: how to convince the client to fork out

How to determine if a discount program is effective

Issuing discount cards without restrictions leads the company to a situation where a decent part of the revenue is lost. You can get away from this problem by reviewing the conditions and determining the minimum threshold for the amount of money that a consumer needs to spend to receive a card.

Option 1. Calculating Adjusted Minimum Purchase Amount(provided that the average purchase amount will also change in absolute terms).

In order to calculate the amount of the average check, which will become the new threshold for participation, it is necessary to analyze its change since the date when the discount program was launched. You can calculate the new value using the following formula:

SSPmin is the value of the new amount-threshold for receiving a card;

PZPmin - the old value of the minimum amount;

AMS - average bill of the current period;

SCB - the average check of the base period.

All indicators are taken into account in rubles.

Option 2: Calculate Adjusted Minimum Purchase Amount(provided that the average purchase amount will also change in relative terms).

The second option is to change the minimum amount spent by the buyer to participate in the discount program, and with the calculation of relative indicators:

Option 3: Calculate Adjusted Minimum Purchase Amount(according to the dynamics of consumer income).

The formula for calculating the minimum purchase amount, taking into account trends in household incomes, will be as follows:

RZPstp - an indicator of the average increase in the consumer's salary for a given period in relation to the base indicator, according to Rosstat (%).

Information about experts

Anna Timashova, Head of the consumer loyalty group of the Podruzhka chain of stores, Moscow. The Podruzhka chain of stores offers a wide range of decorative cosmetics, personal care products, and perfumes. Shops "Podruzhka" are located in Moscow, Moscow region, St. Petersburg.

Sergei Khitrov, Senior Analyst and Head of Research Projects at RBC.research Agency, Moscow. RBC.research Marketing Agency (RBC Consulting Department) conducts research in all key areas of business. Marketing research, market analysis and consulting recommendations are based on information sources of RBC holding, direct study of market players, extensive databases, results of expert interviews with key market players. V Marketing agency RBC.research employs candidates of sciences and graduates with deep knowledge in marketing and specific sectors of the economy.

Alexander Kuzin, Deputy General Director for Commerce, Rigla, Moscow. Alexander Kuzin is Deputy General Director for Commerce at Rigla. He has 15 years of experience in the pharmaceutical market. He graduated from MEPhI with a degree in engineer-physics, has an MBA degree. Member of the European Association of Market and Opinion Researchers (ESOMAR). "Wrigley, a network of pharmacies. The first opened in Moscow in 2001, today their number reaches 652 in 26 regions of Russia. In addition to pharmacies, the company opened active cosmetics studios, children's centers, and children's goods stores.

Discounts that are too generous can lead to insufficient profits. In contrast, too small discounts, especially on the eve of the holidays, will lead to loss of the consumer. What is an effective discount and how to achieve it?

How to make discounts in the store correctly

To understand how to ensure the effectiveness of discounts, decide on the principles of application:
Discounts lead to a positive financial effect. Don't take discounts as evil. They serve not only to maintain profits, but, first of all, to increase.
The discount provided should be of interest to buyers. The system of discounts should be transparent and not cause difficulties and misunderstandings among buyers.

What kind of discount to make: the main types of discounts

1. Progressive discounts

Set a progressive scale, which depends on the volume of purchases and the consignment. To calculate the scale, keep in mind that the profit at the cost of the discounted product is not less than at entry level sales.

Calculation formula:

Under the value of "current margin" is taken revenue minus costs or the cost of the purchase. Desired margin increase refers to the desired increase. To calculate discounts, use the markup and margin of the product category. The category itself contains different commodity items.

The formula can be used in two cases:

1. The client asks for an additional discount, and the company decides what conditions to offer to maintain profits.

Consider an example:

If a client buys a product worth 40 thousand rubles each time with a 2% discount. Before the discount is given, such a product costs 40 thousand 816 rubles. The trade margin for goods is 25%. The purchase price for the goods is 32 thousand 653 rubles, the margin is 7 thousand 347 rubles.

Additional discount for the client - 4-7%, what counter conditions will help to keep the profit? To provide a 7% discount, the company set a margin growth of -1 thousand rubles. We consider the sales volume according to the above formula for each discount (Table 1).

Table 1. We calculate the required sales volume

2. General discount scale for customers of a specific category of goods.

For development, carry out the following calculations:

Set the volume of sales from which to start discounts. For example, 75 thousand rubles.

Set an acceptable margin for each discount.

Round up the final sales level.

Test the attractiveness of the discount scale for customers.

Consider how the indicators change with a trade margin of 20% (Table 2).

Table 2. Scale of discounts: calculations

2. Seasonal discounts

Seasonal discounts incentivize shoppers to shop during downturns, and also provide reduced demand during the peak period. In other words, discounts help redistribute demand.

Seasonal fluctuations can be adjusted both over a long period of time and over a short period such as a day or a week or even a time of day. In this regard, some stores set discounts for purchases at certain times. The effectiveness of such discounts is determined by the assessment of the benefits from lost profits and redistributed demand.
Holiday discounts are considered effective, the purpose of which is to increase sales at a time when buyers are especially active.

3. Liquidation of goods

This type of discount stimulates demand for the elimination of product balances. Otherwise, they will have to be stored until the next peak season. The economic benefit can be calculated by estimating the cost of storing the goods. If there are significant costs to storing the goods, and discounts can cover them, the liquidation of the goods is advisable.

Formation of discounts for new customers and retention of old ones

Discounts help attract new customers and keep old ones. The task of discounts is to interest the buyer and convince him to contact this particular seller. It is not necessary to give a discount on all products. The discount policy assumes that it is enough to reduce the cost for “indicative goods”, i.e. goods, the cost of which the buyer remembers and on their basis judges the pricing policy.

"Products-indicators" should not occupy a large volume in the range, so that price reductions do not lead to financial losses. It is possible to cover losses from lower prices by additional sales of other goods.

After attracting customers, the task is to keep them, to make them want to buy in this store again and again. The ideal situation is when each purchase is of increasing interest. There is a solution for this problem! For example, you can use a cumulative discount system.

The idea for this article came out of the blue. While sorting through documents on my computer, I found a file containing 10 types of the most unusual discounts.

And looking at them, I thought, why not take and write more in the form of a training manual, it will be useful for us in the company, and for you, our readers, it will be useful in your work. Therefore, today we will talk about discounts. Rather, I will write the types of discounts in marketing.

Most likely you may have a question “Why do we need this?”. And rightly so, you yourself know very well what types of discounts there are, for example, “for regular customers” or “buy more get more”.

However, this is all selectively, in fits and starts. I did my best for you and found various types and types of discounts with examples, and structured them. And you already think about how to use them, using them in a profitable promotion or sale.

Wow I'll figure it out

types and examples of discounts: TOP-30

Below you will find the types of discounts and the conditions for their application. Choose those that are more suitable for your field of activity and for your task.

1. Discount for one day. Works great, even often I buy it myself. Highlight a product and set a discount on it. By the way, if you highlight it with the “Today Only” price tag, then the product, especially if it is, will scatter perfectly.

And do not forget that you need to highlight not the goods that you already sell well, but the one that you have “already stale”.

2. Discount on days of the week. Almost the same as the discount for one day, but is tied to a specific day of the week.

For example, on Friday, you can buy various meat products at the SPAR international supermarket chain for significantly cheaper prices. It's called Meat Friday.

3. Discount for any period. An analogue of discounts for one day or day of the week, only the period can be any. I recommend not to set large intervals. The benefit, as always, is in the simplest thing - in greed.

Buyers understand that good suggestion will end soon, so they are actively parting with their money.

4. Discount on a specific product. Discounts on goods may be limited in time (preferably), they may not. An excellent solution is to highlight the “Product of the Day” price tag (with the old and new price).

5. Discount for pre-order. Who orders earlier, and therefore gives money earlier, he receives a significant discount. Your profit is extremely simple - you get the money that you pay for this very product.

Yes, earnings may not be so big due to the discount provided, however, you save time and do not use loans and credits (if we talk about a large purchase).

6. Magnetic Discount. Upon reaching a certain volume of purchases, a discount is provided. Why magnetic? Because it works great with “ ” technology.

This type of discount, for example, worked very well for our client, who sells jewelry. Only in the first week of the introduction of such a tool, the number of checks with an amount of s__ increased by 19% compared to the previous month.

7. Discount for wholesale / large amount. The larger the purchase amount from the client, the more he will want to receive a discount. You can play on this when developing your marketing strategy.

8. The discount is cumulative. Quite a popular type of discount now. With each purchase, a certain percentage falls on the client's balance, which he can later pay off.

9. Discount for payment in cash / non-cash. We don't like banks. Rather not. Most entrepreneurs do not like paying with bank cards.

There are 2 reasons for this: the acquiring commission is on average 2%, and with a large turnover it is not profitable. And the money comes for a long time. Therefore, offer a discount if the client pays in cash.

10. Discount with personalization. Examples can be the following: “Only for Nikit” (at least he mentioned himself somewhere), “Only with this promotional code”, “Say this word and get a discount”. Of course, do not use them in such a direct form, as I wrote above. Change for your company.

11. Holiday/event discount. Day of the city, New Year, Day of Russia, yes, for any professional holidays.

By the way, you can invent your own holidays. For example, discounts and bonuses in honor of the director's grandmother's birthday (a real case).

12. Discount on the launch of a product or service. Although they are an event or a holiday, they are still singled out in a separate block, since they happen only once when starting a business.

13. Discount on the Internet. A fairly common move in marketing now, when a discount is provided for an online order through the site. It can be 5-10% or more. All this works like additional advertising your site.

14. Discount for action. Put "Like" and get a discount. Repost, show the administrator and get a discount.

It is very popular among young people now. Its main task is not even to make a discount on the price and they bought from you now, but to start a chain reaction in in social networks and increase the reach of potential audience.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

15. Melting discount. They are set for a certain time and are reduced every day / hour. Example: cars are exhibited on December 1st with a 30% discount and every day the discount is reduced by 1%.

16. Discount in the moment. The most popular discount. The one that any buyer asks for when he buys a product with the words “Will you give a discount?”.

17. Unexpected discount. The reason can be anything. Of those that I liked: “First Buyer of the Day”, “Last Buyer of the Day”, “1000th Buyer”.

18. Discount for certain groups of people. Select a certain group of people and give them a discount. Example: “10% discount for all students” or “15% discount for pensioners”.

19. Affiliate discount. Popular in network marketing. That is, a discount is provided to all newly arrived partners.

21. Collective discount. Provided to a group of people with a certain number of people. In fact, the same as the wholesale discount, only in public.

22. Cross discount. One or more products are sold at standard prices, and an additional or accompanying one is already at a discount. Example: discount belt for jeans.

23. Discount for speed. Most interesting description this discount, which I met - "Discount for fast bunnies" :). That is, the faster the client makes an advance payment (perhaps even before the agreement is agreed, etc., the greater the discount he receives).

For example, we have extremely interesting conditions for people who know us and quickly make decisions about cooperation with us.

24. Discount on the first purchase. The trend of the last couple of years. It is very relevant on the Internet, but recently it has been actively moving offline as well. When buying the first item, the buyer receives a discount on it.

25. Discounts-subscriptions. Common in fitness clubs. A one-time lesson costs 1000 rubles, and, for example, when buying a subscription, its cost is reduced for the client to 200-300 rubles.

Recently, they have been doing very well in catering. Subscriptions for business lunches and coffee in some coffee shops.

26. Bonus discount. This is when, even if the buyer has a discount card, you give him another discount (bonus), but only for some certain kind goods.

27. Seasonal discount. If you speak correctly, then this is an off-season discount. A simple example is down jackets, fur coats, ski suits.

That is, the discount is given for groups of goods for which it is now “out of season”. As a rule, experienced (and economical) people wait for such “sales” and buy summer tires in winter and vice versa.

In response to your answer that this is not entirely profitable, let me remind you about one entrepreneur from Izhevsk, who in the off-season makes a turnover in the sale of fur coats more than in the season.

28. Club discount. If your store is part of the system of discount clubs, for example, "Rainbow" or "Discount Club", then customers receive a discount on this card.

To be honest, this system is already dying in its original sense, as most stores are already implementing their applications with discounts.

But at the same time, applications that contain 20-30 discount cards for small stores are beginning to be promoted.

This application is much more convenient to use. Therefore, I recommend taking a closer look at it if we are the owner small shop. Sort of modern level 21st century.

29. Trade-in-discount. Most famous in cars and technology. By renting an old car of the same brand and buying a car of the same brand, you can get a significant discount.

Do you think it only works in large purchases? By no means! For example, we introduced this discount for one of our clients when selling / buying musical instruments.

And she quite successfully fulfilled herself in the disastrous months. Here are a couple more niches where this approach definitely works - jewelry (especially important if you have your own pawnshop) and computer equipment.

30. Discount about. All the same, he singled it out in a separate block. The occasion can be anything - the day of the angel, name day and so on.

Briefly about the main

As you can see, the types of price discounts are varied and there are a lot of them (I assume that I have named far from everything, I do not pretend to be 100 percent accurate).

For example, I did not mention the sale of discount coupons, as recommended by popular discount services like Biglion or Frendi.

That is, you buy a coupon for 200 rubles, for example, which gives you a 50% discount on the entire menu in a particular restaurant. However, the main types of discounts, I think I have named you and to the question “what are the types of discounts?” I answered.

Your main task after reading the article is to test all the options presented in your marketing.

You may think that this is not necessary, because “there are workers”, however, I assure you that if competitors tried, but they “didn’t work”, this does not mean that they did everything right. So your list of things to do is:

1. Read the article again and write down discounts that suit your niche. Or rather, the types of discounts and the conditions for their application;
2. Calculate the profitability of each discount (you won’t give them to yourself as a minus).
3. Implement in your business by writing a short text explaining how to apply (and work out objections) for employees for each type of discount.

The third point is especially important so that it does not happen like one of our clients (niche - products).

He raised prices, but at the same time introduced savings discount cards. If everything is calculated in the context of 3-4 purchases, then the prices were even lower.

However, he forgot to write an explanation for his sellers and people just started to run out of the store when they asked “Why did they raise prices?” instead of explanations, they heard the answer: “But because the leadership wanted it that way.”

Various loyalty programs are "heavy artillery" for an online store in the "war" for customers. But it is necessary to organize sales and announce discounts systematically, thoughtfully and competently. We'll tell you exactly how.

There are several types of popular offers that you can use to attract customers.

Percentage discount- perhaps the most popular. It can be small, promotional (5-10%), medium, allowing you to increase sales (20-25%), large - 50% or more (such discounts are used when selling slow-moving goods, eliminating an outdated collection, and so on).

Such discounts can be timed to coincide with certain events and actions (for example, for the first or second purchase, for attracting new customers, for purchases over a certain amount, in honor of the company's birthday or holiday date, and so on). The reception is old, but the online store brings profit regularly.

Free shipping- “over the limit” shipping costs are one of the reasons why customers do not complete the purchase and abandon the cart. This offer can be used in combination with the minimum purchase requirements to increase the average order value (for this you need to set a low, for your target audience, price limit).

Also free shipping can be organized for specific regions or groups of clients (for example, permanent).

Discounts and conditions of free delivery in the online store pudra.ru

gift with purchase. This is a great way to increase customer loyalty and online store profits, as well as good way get rid of a slow-moving product (give it as a gift for ordering a “hot” new product at a good price). In addition, in this way you can advertise a certain product (if you send samples as a gift).

A gift with the purchase of new items in the online store lancome.ru

When and how to use "special offers"?

1. Weekly (monthly, quarterly)

This method is used to manage the increase in sales, especially during periods when there is traditionally a decline in buying activity. Discounts at the end of the month or quarter will help increase revenue to achieve pre-set goals, sell off seasonal or old collections.

2. Before the start of sales and in the e-mail newsletter

This method is good if you have not launched the project yet, but you want as many people as possible to know about it, which means that the conversion in your online store has become higher. Before the start of sales, you can offer customers to subscribe to your online store's newsletter, and in return receive a discount, free shipping, a gift with the first purchase, product samples, and so on.

Subscription bonus in the wildberries.ru online store

For such purposes, you can create .

In this case, you will kill two birds with one stone: you will collect a database of potential customers and immediately increase their loyalty. Later you will be able to inform about special offers already via e-mail newsletter.

Read about e-mail marketing in our articles:

Special offer in e-mail newsletter online store proskater.ru

3. In a certain season

Christmas, New Year, spring and summer sales, Black Fridays and Cyber ​​Mondays - all this can and should be skillfully combined, even if your products are not traditionally "seasonal". Similar discounts can be set on a product that is losing popularity.

But at the same time, it is important to observe one point: discounts must be honest. Otherwise, customers will not trust you.

Seasonal sale in the online store yves-rocher.ru

4. For returning to abandoned carts

According to statistics, about 70% of customers who did not complete the purchase and abandoned the cart would checkout if they received some kind of bonus. This can be used to attract them, as an incentive. For example, if you send e-mail a special offer in which to indicate that if the client makes an abandoned purchase in the next 24 hours, he will be waiting good discount, gift or free shipping.

5. For activity in social networks

A good way to quickly spread information about a product on the Web is to invite subscribers of your pages on social networks to repost. For this, you can promise a bonus: a discount, a special status, and so on. This is suitable for promoting both newly launched and successfully operating online stores (in particular, to draw attention to certain products).

Offer for subscribers of the alice-street.com online store Facebook page

6. For subscribers of certain social networks

Special offer for subscribers from magentashop.ru online store

7. In gratitude for the friends brought

Referral marketing (dissemination of information about a product through word of mouth) remains quite effective. We all trust the recommendations of friends and relatives. And for recommendations that will lead to an increase in traffic and an increase in conversion, you can thank them with bonuses.

Promotion "Bring a friend and get a discount" in the online store mystery.ru

Also, with a variety of bonuses, you can and should encourage those who leave reviews in your online store or make reviews of the goods purchased from you. You will receive an effective feedback, and potential buyers - the opportunity to learn more about a product or service.

8. For the first or urgent purchase

A “welcome” discount on the first purchase (or for making the first purchase so that the buyer returns to the online store again) is a fairly common and well-received method for increasing the profits of an online store.

You can also add a discount for "urgency" to it. It can be valid “only today”, “in the next hour”, “from 22.00 to 23.00”, and so on, as well as “for the first N buyers”.

Discount for the first thousand buyers in the online store lamoda.ru

Read our article about the "ticking" timer and others.

9. For an order for a certain amount

Bonus depending on the purchase amount (the more, the higher the discount) - effective method increase the average check in the online store. Also, when a certain threshold is reached, buyers can get free shipping.

Discount system in the online store dlyapodruzek.ru

10. For members of the "closed club"

Gated communities are always attractive, and therefore if you create one for your customers, it will significantly increase loyalty. Especially if you offer them exclusive discounts and special opportunities (constant free shipping, free gifts when ordering, etc.) that will tie customers to your online store.

The most common way to join such a club is to make a purchase for a certain amount.

Privilege club for buyers of several popular online stores

If you use a YouTube channel to promote your online store, as well as well-known bloggers, you can make an additional bonus for subscribers - a promo code for a discount. Information can be placed in the video itself.

How do you feel about discounts? What methods do you use to increase customer loyalty? Share your experience in the comments!

Prepared by Victoria Chernysheva

11 Ways to Discount Customers and Increase Online Store Profits

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