Match the offer to the objective
Use this starting matrix to narrow the brief. A campaign can have secondary benefits, but one primary objective makes eligibility and reporting easier to interpret.
| Objective | Audience | Eligible purchase | Evidence to review |
|---|---|---|---|
| Acquisition | Customers new to the store | A first qualifying order | Qualifying new customers and cost per acquisition |
| Retention | Existing customers with a relevant need | A qualifying return purchase | Repeat-purchase rate for the defined audience |
| Product discovery | Customers suited to a new collection | A qualifying product or collection purchase | Product uptake and return-adjusted order results |
Compare the benefit, not just the label
A discount changes the order price. A merchant gift card is store-specific value. A purchase-linked incentive card follows its own program terms. Compare what the customer receives, when it becomes available, and whether it fits the behavior you want to support.
Set a decision rule for the campaign
Agree what would justify continuing the offer, changing it, or stopping it. Include promotional costs, customer questions, and returns alongside sales. An offer that attracts orders but confuses recipients may need redesign even when distribution looks healthy.