Partner Vouchers (example Grab)
Description
Create a unique experience and reward by using Grab Vouchers with location strategy to drive transactions and participation for specific stores.
Examples of benefits:
- Customer experiences: A unique reward to improve the customer experience and interest in visiting a store
- Increase member transactions: Drives additional member transactions by a unique way of attracting instore traffic and encourage spending to benefit from more convenient transport
The design of the loyalty best practice is important to ensure it targets the right audience and that supplemental rewards are available for other members to maximize the success. Memberson can help you navigate both the business application and technical implementation.
Concept
Let your VIP customers redeem location based GrabGifts (fixed value digital gift cards for Grab rides) that can be redeemed via the Grab app. Set value, validity (up to 6 months) and stipulate usage settings with time or location controls to ensure they use the grab ride to go to or leave your store!
Execution Overview
- Buy Promo GrabGifts (Flexible Grab digital gift vouchers for any corporate occasion | Grab SG )
- Upload the Gift Card Links as outbound OTC in CRM
- Set up Voucher with External Ref Code (OTC List) linked to Outbound OTC in CRM, complimentary or with a point cost (you decide based on your use case)
- When the voucher is redeemed / given send email via reaktor rules to user to redeem
- Member click on link to retrieve the GrabGifts enters Promo Code and select Use now to apply
KPI
- Cost of GrabGifts (but offset against points liability if redeemed via points)
- Increase in transactions for specific location where promo runs -> 5%
Detailed Execution in Memberson Loyalty CRM Platform
There are various options available but we will proceed to buy some grab gifts and then set up a rule that will issue out the GrabGifts to anyone that have bought for more than SGD200 in one transaction in one particular store. The assumption is that there is a particular event going on in a store for one day and you will sponsor their ride home and are among the first 50 people that make a large purchase.
#1 Buy Promo GrabGifts
If you want to purchase a large number of grab gifts you can enquire at https://www.grab.com/sg/business/gifts/. However, for this purpose we will purchase a smaller amount and this can be done directly at https://gifts.grab.com/sg/. Please see below screenshots for when purchasing grab gift vouchers.
It is important that you click in the “I’ll Send the Gifts Myself” and then when you have made the purchase you click on the download the gift links. You will then receive a CSV file with the following:
#2 Upload the Gift Card Links as outbound OTC in CRM
Once you have received the gift link you will now proceed to upload it into the OTC outbound code. You will create a Master Code (if this is the first time you have Grab Gifts) and then a List Code which is for this specific list of OTC and then you will convert the CSV file you got from Grab to a text file (only including the first column.
Once you have uploaded the Grab Gifts you will be able to see them as an Outbound OTC in the list:
#3 Set up Voucher with External Ref Code (OTC List) linked to Outbound OTC in CRM
Once the OTC is available in the system you now create a voucher that once it is issued out will get the OTC (Grab Gift Link) automatically assigned from the OTC list. A few things to remember when setting up the voucher:
- Ensure that the validity matches the one that Grab sent. If the person is not using the voucher for some reason you want it to expire at the same time as the Grab Gift link is no longer valid.
- The field “External Ref Code (OTS List) must link to the Master Code that you used so the right OTC codes gets associated to the right voucher
- You also want to set the stock balance to the same quantity as the OTC codes. Do note that once the OTC codes runs out you will then no longer be able to issue out vouchers. You can top up the actual number of OTC by uploading a new list and add the quantity into the stock balance of the voucher.
#4a. The Grab gift voucher is redeemed / given to the member
The first part is optional since you could also let the instore staff issue out the voucher as part of the operations. However, in this example we are setting up a rule that:
- Person need to spend SGD200 or more in one transaction
- The spend must happen during the event in the Store 1 location during the 17:00-23:00 on Wednesday and Thursday
- Only 50 vouchers will be issued out (should align to the number of OTC that is available)
- The Grab Gift voucher have fixed expiry date that aligns to the expiry of the grab gift link in the OTC
Please see below a rule that has been configured as per above:
Do note that the Grab Gift Voucher in CRM is at this stage only used for tracking purposes and ensuring that the OTC has been issued to the person. It does not serve any other purpose.
#4b. Once the Grab Gift Voucher is issued an email is sent via Reaktor rules to user with Grab Gift
The next step is to set up a rule that will trigger an EDM based on the voucher that has been issued / redeemed. You will also need to create an EDM template for this.
Below is a simple EDM template that has been set up for this purpose:
Thereafter you will set up a rule that triggers this EDM to the user when the voucher has been issued / redeemed which automatically will populate the OTC field in the EDM with the accurate grab gift link.
With the above the configuration is completed.
#5. Member click on link to retrieve the GrabGifts enters Promo Code and select Use now to apply
From a member perspective they will receive the EDM, tap on the link from their mobile device and it will automatically open up the Grab App where they can now proceed to use the Grab Gift Voucher. Please see below:
