Relevant Circulars

Purpose

Gain an extra shopping trip from loyalty shoppers by presenting an individual list of product offers, a relevant circular, to the shopper at the time when they are deciding where to do their shopping.

This is a big order. It involves leveraging all the information we have about

  • shopper purchases and purchase cycles (transactions at the POS)
  • retailer product category structures (product hierarchies)
  • available coupons and their attributes affecting desirability (allowable redemptions, redemption hurdles, coupon amount)
  • shopper groups (segmentations and saved shopper groups)

as well as any/all distribution mechanisms the retailer may have to communicate with the shopper

  • email
  • sms text
  • facebook
  • direct mail
  • in-store kiosk/printer
  • smart phone bluetooth/wifi

But, in the end, a truly relevant circular appeals to the prospect shopper enough that the providing retailer is differentiated enough from their competition that they win/earn that shopping trip.

Output

Like the segmentation “reports”, this exercise exists primarily to generate the relevant circulars.  The report that is displayed is a by-product of that exercise, and displays the distribution of offers to the relevant circulars for the retailer’s loyalty shoppers.WeeklyCircular001

 

Sections and Strategies

We allocate an offer to a shopper based on our evaluation of the offer’s relationship to the purchasing behavior of the shopper.  We rank order the offers for each shopper(or shopping household) based on an available list of strategies, each of which uses several purchase based metrics, then deliver those offers to the circular’s layout starting with the most appealing and working our way down the list.

Many times the circular’s layout will be broken into sections which appeal to shoppers in different ways.  When setting up the process we work with the retailer to coordinate the results of specific strategies to specific sections to maximize the intended impact on the shopper.

Instance

Select a promotion week from the selection list.

Rows

The offers in the offer pool for the week that have been included in the relevant circulars for the week.

Columns

  • offer ID – The unique offer identifier, or offer key.
  • strategies – a list of any limitations placed on this offer re which allocation strategies may be used.
  • offer category – from the Retailer’s product hierarchy this is the Category attribute of the product in the offer.
  • distribution limit – if there has been a limit placed on the allocation of an offer it will appear here, else a “-1″ indicates no limit
  • Offers in Circulars by Section – This is a count of the number of times the offer was allocated to appear in the named section of the circular.  Oftentimes each circular section will be populated by a single allocation strategy.
    • Hot in the Store this Week – Usually has offers that have been allocated to all shoppers.
    • Things YOU like – Usually has offers that contain items that the shopper has purchased before.
    • You might also like – Usually has offers that contain items that the shopper may not have purchased before but are in product categories that the shopper has purchased before.
    • Everybody Likes – Usually has offers that received their relevance rank from an “average” shopper instead of the individual shopper identified for this circular.  This approach is used for new, or very low volume shoppers where there is insufficient purchasing history to make good offer allocation decisions.