Offer and purchase terms
Distinguish the purpose of the promotion from the method of providing its value.
- Incentive
- A benefit intended to encourage or recognize a defined customer action.
- Incentive card
- A card-based benefit used for that promotional purpose.
- Rebate
- A benefit returned after a purchase under stated offer conditions; a card can be a delivery method.
- Discount
- A reduction in the price paid for a purchase.
- Refund
- Money returned in relation to the original purchase, distinct from a promotional benefit.
- Eligible order
- A Shopify purchase that meets the applicable campaign conditions.
Recipient stages
Use the stages that exist in the actual program rather than assuming every recipient has the same steps.
- Approval
- A program decision that a benefit can proceed under the relevant conditions.
- Claim
- An applicable recipient action to obtain an approved benefit; not required in every program.
- Notification
- A message about the offer, outcome, or next step.
- Access
- The recipient reaching the benefit through the available access process.
- Redemption
- A defined use or completion event that must be specified in reporting, not assumed from the word alone.
Commercial measurement
Commercial outcomes and recipient activity describe different parts of a campaign.
- Audience
- The group of customers the campaign is intended to address.
- Observation period
- The consistent period during which a defined outcome is measured.
- Repeat purchase
- A later purchase at the Shopify store, separate from card use.
- Incremental lift
- The additional change attributed to an incentive against a credible comparison.
- Campaign cost
- The costs attributable to the offer, including its benefit and supporting activities.