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How Intelligent Offers Work: Three Real Examples
By Dan Bond
The concept is simple enough: Show different offers to different people based on what they're doing on your site.
Here are three examples from brands that stopped treating every visitor the same way.
Example 1: Only showing offers to people who need them (it Luggage)
it Luggage sells direct and through retailers. Like most brands in that position, they needed their direct channel to perform without constant discounting.
The problem was resources. Just the usual challenge: too many people leaving, not enough converting.
What they did
They ran exit campaigns, but with one key condition: the offer appeared only to visitors with a buying intent score below 15%.
In practice, this means that visitors who demonstrate intent signals would not see an offer. Signals such as:
Returning to the site
Viewing product categories and brands
Adding items to their basket.
Revenue increased despite orders with offers having a 12% lower AOV, and targeting made up the difference. More people converted, fewer discounts went to waste, and the overall result was stronger than a blanket promotion.
The takeaway
Show offers only to those who need them. Protect margin by suppressing discounts for high-intent visitors and convert fence-sitters without reducing profits.
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