Running a universal discount will convert some prospects. But giving a gated, exclusive offer to your key consumer communities—such as students, healthcare workers, or the military—not only wins their business, it sparks great loyalty because it shows how much you value them. And when the offer helps them achieve their dream, it can inspire them to promote your brand to the world.
That’s what happened with a nurse from Illinois. Watch Hayley’s Dream to hear her story.
Rewarding the groups that people strongly identify with drives purchases. When Willow offered an “Everyday Heroes” discount to healthcare workers, teachers, first responders, and military members, it generated 25% of the company’s sales. And using SheerID’s Identity Marketing Platform to verify a customer’s eligibility gave Willow the zero-party data it needed to re-engage and retain them.
Gated, exclusive offers don't just make consumers purchase sooner and more often, they launch a positive brand relationship that spurs customers to promote your brand to everyone in their community.
There was something on the website that said, ‘Did you know that if you’re a student you can get this discount?’ And I immediately purchased it—immediately.
My perception of the brand changed from entry point/neutral to outrageously positive when I saw the offer. It was the difference between [purchasing] or not.
I really take advantage of those discounts. It is much appreciated.
We have an email group for my first responder squad, so if somebody finds something, they'll usually send it out to the group and say, "Hey, I found this discount."
It's really cool when there are places that recognize your service. If I find a really, really good deal I'll share it on my Instagram story or I'll text friends that I know can use the offer.