How to Lift Spend and Visits Without Increasing Discounts

After last quarter, just about every marketer on the planet is looking for a solution to lift same store sales. Those with a CRM, loyalty program or POS-integrated email club are at a distinct advantage – they have some individualized purchase data to leverage. 

Typical marketing playbooks include "Birthday" campaigns and "We Miss You" campaigns that are based on intel the marketer has learned about the customer – in its simplest form – the marketer leverages a simple, static piece of information, such as the customer’s birthday to deliver a highly relevant message during the month of their birthday. Then there is a slightly more complex form, leveraging the last purchase date to deliver a "We Miss You" message. In the more sophisticated campaign kit bag, marketers use lift calculations, predicted behavior, and messages designed for relevance within the customers' brand journey to lift sales and spend.  

“Lift” is the percentage the target customers' behavior changed…