Stage 1: Devising Incentives

The first step in acquisition is to devise incentives that will be used to encourage disclosure of the e-mail address and profile details when an existing or a potential customer visits the web site. For other contact points such as a point-of-sale different forms of offer may be needed. The alternative types of offers that can be used were covered in Chapter 3. As a reminder, these were:

• information value

• entertainment value

• monetary value

• transaction value

• privilege value.

We summarised the combination of offers as free, win, save . Identifying different levels of offer will help conversion; for example, a primary offer and secondary offer to encourage the click- through or visit to the web site. Think about the combination of offers. Web sites that have creative, well thought through acquisition strategies have a combination of offers. The web site in Figure 4.2 has a wide range of offers available.

Figure 4.2: Le Club de Createurs de Beaute de Paris (www.ccb-paris.com)

Finally, as we mentioned at the start of the chapter, it is also worth considering how different incentives will appeal to existing customers and potential customers visiting the web site.