At one time or another, we are all (assumably) guilty of running the same service specials online month to month. Asking our advisors how many times the coupon hit the service lane to which the advisor most likely does not know. Certainly not pulling a pile of coupons out of their service desk to show you either.
Looking at the analytics online - reviewing the click, conversion, and total prints - might not be as effective either; as the analytics do not paint the overall picture. How many times have you gone to a store and said “I forgot my coupon, but I saw the special online? Can I use it?” and the cashier redeems the coupon.
The same thing happens in the service lane, but are the advisors using the right op code to track the discount? If not, the discounts are not being tracked by the coupon. In turn, it makes it that much harder to make a decision on what special to run next month!
Taking the extra minute in the lane to use specific opcodes, however, can ensure that the coupon was used. Even offering an op code for those who did not have a coupon, but still asked for the discount in the lane! Sounds like a lot of work. But it isn’t.
Tracking how many people are engaged with a special can optimize your service marketing efforts. Sending and continuing to send marketing that is effective!
Do you use special opcodes for monthly service specials? How do you track discounts with Advisors?