Snapfish was looking for consumer incentive promotions capable of increasing order frequency as well as average order value. Restaurant.com Gift Cards seemed like a natural fit for Snapfish’s target customers — educated, internet savvy moms in the 25-40 age range.
Snapfish devised several tests to determine whether using Restaurant.com Gift Cards as an incentive could drive more orders and increase average order size. The first test offered customers a $25 Restaurant.com Gift Card free with any purchase. In a second round of testing, the active target customer base was split into two test groups. Group A was offered a $25 Restaurant.com Gift Card free with any purchase, while Group B was offered a $25 Restaurant.com Gift Card free with a purchase greater than $25.
The conversion rate for the Restaurant.com test segments were nearly double the conversion rate for three other offers tested by Snapfish. What’s more, the test group with the $25+ qualifying order size had twice the conversion rate of its no-minimum counterpart. Snapfish Customers were excited about the incentive and responded well. Snapfish test results verified that Restaurant.com Gift Cards could drive more orders while increasing average order size. The incentive was also found to be very effective in building the bottom line which led Snapfish to expand the program to include additional customers.
Snapfish by HP continues to use Restaurant.com Gift Cards as a reliable customer acquisition and retention incentive.
About Snapfish: Snapfish, a division of HP, is the number one online photo service with 2 billion unique photos stored online and more than 70 million members in over 20 countries.