BOGO Photo Factory Promotions
BOGO promotions are a great way to drum up interest in a specific category and create larger orders while maintaining some sales margin when done properly.
BOGO promotions are now available for Photo Factory products and can be created in your MyDakis account's promotion tool. BOGO promos can be offered on:
- Two of the same item
Example: Buy a 10x8 Canvas and save 50% on another 10x8 Canvas. Would apply to duplicates of the same 10x8 Canvas or a second 10x8 (or 8x10) canvas with a different image.
- Two items in the same sub category
Example: Buy a 20x16 Canvas print and receive any other canvas print of equal or lesser value for Free.
- Two items in the same main category
Example: Buy a 20x16 Metal Sublimated Print and save 50% on any wall décor of equal or lesser value
- Two items in completely different categories
Example: Buy a 12 month calendar and receive 50% off on a photo mug.
(This last one is probably not a very effective promotion, it will make more sense when WebStore BOGO promotions launch - Buy a Digital Camera - Save 50% on any memory card)
Quick note about how promotions are calculated when doing category wide promotions when multiple items are in the cart.
When there are two qualifying items in the cart, the second most expensive item (in this case the least expensive item) will be discounted.
When there are three qualifying items in the cart, the second most expensive item will be discounted and the third most expensive (in this case the chepeast) remains full price
When there are four qualifying items in the cart, the second most expensive item and the fourth most exepnsive (in this case the least expensive item) will be discounted. The most expensive item and third most expensive item are the ones that trigger the promotion on the two other items.
With each item added to the cart the order of items is reset and the items on promotion are recalculated.
Let's create our first BOGO Promotion:
Head to Promotions - List in your MyDakis account. The Photo Factory BOGO Promotion is found under Cart Promotions:
The first creation step is to set the parameters of the BOGO Promotion, we're going to do a BOGO on 8x10 canvas in this example.
Text (en): The name display name of the promotion. The name is displayed on items for which the promotion applies only if there is no COUPON or MEMBERSHIP code.
Text (fr): The french display name (optional)
Discount Percent (%): The discount you set your BOGO to. For a Buy one Get one Free, you set it to 100%, for a buy one get one half off, you set it to 50%.
Begins On: Date the promotion starts
Ends on: Date the promotion ends
Coupons & Memberships checkboxess allow you to select which list of membership or coupon codes this promotion is avilalbe for. For more information about coupons and memberships, visit the basic promotion tutorial here:
Helplink: Creating Promotions
Once you've clicked CREATE in the previous screen, you will be returned to the PROMOTIONS - LIST page in the MyDakis. At this point you'll want to click on your promotion (BOGO 8x10 Canvas) to go back and edit the products that are allowed in the promotion.
This brings you back to the promotion setup, and you'll notice that under the Discout Percent (%) field you now have an EDIT MERCHANDISE LIST button.
The EDIT MERCHANDISE LIST button, brings you to a dual menu which allows you to chose the BO portion and the GO portion of your BOGO promotion!
The Photo gifts to buy screen is the BO (Buy one) part of the promotion. In this screen you can check any combination of main category / sub category and individual products. You'll notice your entire catalog is displayed, which can be quite daunting! For our 8x10 BOGO Canvas promotion, I'll type in 8 x 10 in the search bar (notice the space between the 8 the x and the 10 - you may get different results if you search for 8x10. To find specific products you'll need to experiment somewhat at times.)
For our promo, I've checked off the horizontal and vertical variations of the 8 x 10 canvas. They may be different templates in the MyDakis system but for consumers, they are the same item, as such we choose both as qualifying items for the BOGO 8x10 Canvas Promotion.
Remeber to click SAVE in the bottom of the window before proceeding to the GO portion of the BOGO by click on Photo gifts to get.
The Photo gifts to get page is a mirror image of the Photo gifts to buy page, you can notice the difference with the title and photo gifts to buy / photo gifts to get toggles which are different on each page.
For my BOGO 8x10 Canvas promotion, I'm going to find my same 8 x 10 canvas templates and check them off as products you can GET in the current promotion.
Remember to SAVE in the bottom of the window before exiting and going to test your promotion.
This is what the promo looks like in the shopping cart page:
If I were to create a Buy any canvas and get 50% off any other canvas of equal or lesser value type promotion, these are the steps that would change:
Set the Discount Percent (%) to 50 instead of the default 100
Select the entire Canvas and Fine arts prints with mounting options in the PHOTO GIFTS TO BUY instead of just the 8 x 10 canvas variations. (Note that the search feature only searches in product names, not categories as such you have to scroll and find your category / sub category.
Remember to hit SAVE at the bottom of the page, without the search feature it might not be immediately obvious.
Select the entire Canvas and Fine arts prints with mounting options in the PHOTO GIFTS TO GET instead of just the 8 x 10 canvas variations. (Note that the search feature only searches in product names, not categories as such you have to scroll and find your category / sub category.
Remember to hit SAVE at the bottom of the page, without the search feature it might not be immediately obvious.
To showcase the cart behaviour for this type of promotion:
With two items in the cart, the system is taking half off the least expensive item of the two.
When I add a third which is more expensive than the 11 x 14 above but less expensive than the 24 x 36, the cart recalculates and I get half off my new second most expensive item.
Adding a fourth item, the discount is then applied to the second and fourth most expensive items. From the screen shot below, the math adds up that I'm saving 50% on a 24x36 and 50% on an 11x14.
As you add more items, the cart will keep recalculating the value of the promotion with the same logic as above. Careful consideration was weighed as to minimize consumer frustration and maximize cart completion rates. To the question 'Why aren't you applying the promo to only the cheapest items in the cart?' my answer is that I can easily get around that by cancelling my order and placing two strategic orders, but in having to do so I would probably refuse to shop with your business and go somewhere else.