Promotions

A promotion sends one offer package to one group of customers for a set time. Each morning Owelz finds the customers who fit, holds one in ten back to measure the promotion, and sends the offer to the rest. You see what each promotion brought in after what it gave away.

Ideas#

The top of Sales & marketing → Promotions shows up to four ideas that would reach customers today. Each one has everything filled in: who it reaches, a suggested offer package, how long it lasts and the message in English and Arabic. Use this idea opens the builder with all of it in place; if the suggested package does not exist yet, the package form opens first, filled in.

The suggested package is built from your own best seller — the package sold most in the last 90 days — priced a little lower, with its normal price shown crossed out and its length rounded to whole weeks. When an offer package with those classes, that price and that length already exists, the idea uses it instead of making another.

Seasonal ideas — Ramadan, Eid, White Friday, Back to school and National Day — reach everyone who has bought from you, and appear in the 30 days before their season starts. They appear only when Owelz knows the season's dates for your studio's country (Egypt, Saudi Arabia or the UAE), so National Day, for example, is not offered to a studio in Egypt.

Building a promotion#

New promotion — or an idea — opens the builder. It has four steps, and the preview beside it follows every change: how many customers get the offer today, how many are held back, how each can be reached, and the offer card exactly as the first of them will see it.

Who gets it#

Pick one group. Most have one number you can change.

With more than one branch you can keep a promotion to one branch's customers. Blocked, archived and inactive customers are never reached.

What they get#

Pick an offer package. Only packages marked Only for promotions, published and active can be offered.

How long#

Set how many days each customer has to use the offer (1 to 90, 7 by default), when the promotion starts (today, or a date) and when it ends (a date, or no end).

Days are your studio's days. An offer sent on Mon 5 Oct for 7 days can be used until the end of Mon 12 Oct — midnight in your studio's time zone — or until the promotion ends, if that comes first. A promotion's end date is included whole.

Message#

Owelz writes the message for you in English and Arabic, to fit the group and the package, free or paid. Edit message lets you write your own. Messages can use {firstName}, {studioName}, {packageName}, {price} and {endsAt} (the offer's last day); Owelz fills them in for each customer.

More options#

• Measure results — on by default: one customer in ten is held back so you can see what the offer really brought in. It cannot be changed once the promotion starts.
• Days between offers — 30 by default, from 0 to 365: a customer given an offer is not sent another one within that time.

Draft, start, pause, end#

• Save as draft keeps a promotion without sending anything. A draft can be changed freely or deleted.
• Start promotion sends the offer straight away to the customers who fit today. After that it runs every morning, in the first hour after 06:00 in your studio's time zone, reaching customers as they come to fit.
• Pause hides the offer: while paused, customers don't see it and can't get the offer price. Resume brings it back.
• End closes every open offer. Results stay. It cannot be undone.

Changes to a running promotion apply to offers sent from then on. A customer who already got an offer keeps the package, price and end date they were sent. While a promotion that has not ended offers a package, that package cannot be deleted, and while one is running or paused it cannot be switched off, unpublished or put on sale to everyone.

How customers hear about it#

Each offer goes three ways, in the customer's preferred language:

• In the app, in their inbox and on the offer's own page, with the package, the price, the crossed-out normal price and when the offer ends;
• By push, which opens the offer;
• By email, with a link that opens the offer on the web.

Offers are not sent by WhatsApp or SMS. A customer who turned off offers, or whom Owelz cannot reach by push or email, still sees the offer when they next open the app; the preview counts them as reached in the app only.

How they pay#

• A paid offer package is bought like any package in the app: by transfer, with a screenshot, through a payment request for the offer price, worked out by Owelz so a customer cannot type a lower one. Approve it as usual. The desk can also sell it at the offer price.
• A free offer package is claimed with one tap. There is nothing to pay and nothing to approve.

If the package has since become cheaper than the price the customer was sent, they pay the lower one. A transfer that arrives after the offer ended is still sold at the price the customer was asked.

At the front desk, a sale can apply the customer's offer or a voucher code. An offer and a voucher never add up: the single lowest price applies.

Guardrails#

Bring a friend#

Bring a friend has its own card on the Promotions page. When it is on, each customer who may invite has a link with a short code of their own, shown in the app with the friends who joined through it.

• Who can invite: customers with a running package who came to at least 4 classes in the last 30 days. You can set the number, from 1 to 30.
• The friend is new to your studio and signs up through the link. Their first class is free.
• The customer who invited them gets 1 extra class on the package they are using when the friend buys a paid package; with no package running, a free class instead. They are told in the app and by push.
• A customer earns this 5 times a month at most; you can set it from 1 to 50. Friends past that still count, but earn nothing.
• If the friend's package is removed and they hold no other paid package, the reward is taken back, as far as it has not been used.

Turning Bring a friend off stops new invites. Friends who already joined still earn the reward when they buy. See who invited whom lists every referral.

To give chosen customers a single-use code, or to sell discount codes as gifts at the desk, use Vouchers.

Results#

The held-back group#

When Measure results is on, one customer in ten who fits is held back: they get nothing and see no offer. The same customer is always in the same group. With it off, the promotion is Not measured.

Extra revenue#

Extra revenue is what the customers given the offer paid, less what they would have paid without it, less what the offer gave away. "Without it" comes from the held-back group. Everyone given the offer counts, whether they used it or not. Promotions for customers with a package are measured over 30 days after each customer got the offer, every other promotion over 60, so results take 30 to 60 days to settle.

Alongside it you see:

• At least: a cautious figure. The real extra revenue is very likely at least this much.
• Customers won back: the extra customers who bought, beyond those expected to anyway.
• Given away: money off the normal price and the value of free packages, and what every 1 given away brought back.
• Who bought: both groups side by side.
• From sent to bought: sent, opened, used, bought.
• Staying power: of the customers who bought 30 or more days ago, how many are still coming.

The Customers tab lists everyone in the promotion with their state. Filter it to Opened, didn't come for a call list for your sales team.

Labels#

While your studio is small#

A small studio's held-back group is too small to trust on its own. So while it is small, Owelz blends in the held-back customers of the same idea at other studios on Owelz. Their weight tops out at 100 customers, so your own group counts for more as it grows. The results say how many studios were blended in. Other studios never see your figures, and you never see theirs.

Who can do what#

Promotions is a module in roles:

• View: the promotions, their results, the customers in each, and referrals.
• Manage: build, start, change, pause and end promotions, and run Bring a friend.

The owner has both. A customer's offers also appear on their profile for anyone who can see customers, and whoever can sell a package can apply an offer or a voucher at the desk.