"Promos codes best practices (include or exclude) and why?"
"Promos codes best practices (include or exclude) and why?"
Glovo Context:
Promo codes can deliver immediate business results, but require strategic consideration to ensure they don’t negatively
impact the brand’s premium positioning and perceived value.
Recommended Best Practices:
Strategically include promo codes when:
There’s a clear mutual benefit - consumers gain meaningful rewards, and the brand achieves targeted goals.
Driving specific consumer actions (app downloads, first-time orders, referrals).
Creating conceptual rather than purely transactional promotions (e.g., limited editions, special experiences, or exclusive restaurant collaborations).
Ensure a fair exchange:
Promo codes should offer consumers genuine, relevant value beyond just discounts.
Consumers understand clearly why the promo code is offered, and what the brand expects in return (engagement, loyalty, UGC).
X Exclude generic, constant discounting:
Avoid devaluing the brand or setting expectations of constant promotions.
Conclusion: Use promo codes selectively and conceptually to protect Glovo’s brand equity, create meaningful consumer relationships, and ensure mutually beneficial exchanges.