SHOPLINE provides abundant promotion features for setting different marketing/ promotion campaigns to trigger more sales; but how do we evaluate the efficacy and efficiency of these events?
The "Sales and Promotions" Page provides a full evaluation of the promotion events, helps you determine whether your goal is achieved, and more importantly, helps you set a better plan/target for the next marketing event.
- Page overview
- Discount Order Analysis
- Order Distribution by Benefit Type and Application Level
- Top Performing Promotion
1. Page overview
In the SHOPLINE Admin, go to [Report & Analytics] > [Shoplytics] > [Sales & Promotions].
2. Discount Order Analysis
This analysis shows you the orders of using promotion campaigns or store credits, which show the importance of promotion to sales growth.
| Index | Index Description |
| Gross Orders | Total gross orders created (Including cancelled orders) |
| Order with Promotion | Orders with any kind of promotions, including discount amount, discount %, free shipping, bundle pricing, and membership tier discount |
| Orders with Credit | Orders which have store credits applied |
Support data from omni-channel and retail store
Omni-channel promotional campaign data will be available soon. Switch the "Omni-Channel," "Online Store," and "Retail Store" tabs at the top left to view the performance of each channel's promotional campaigns.
*Note: Orders from POS and Smart OMO are included in the retail store statistics. The rest of the orders are included in the online store statistics.
3. Order Distribution by Benefit Type and Application Level
The Benefit (Promotion) Type and Application Level show you which promotions have been used more often. You can check the percentages in retail stores and online stores.
This section is also related to your promotion settings. You can refer to this article series to learn about all types and levels of promotions.
*Note: Retail Store supports free gift promotions.
| Metric | Description |
| Benefit Type |
The number and proportion of orders in the selected period that are applied to the promotion type. Calculation: Orders applied with a particular type of promotion ÷ Discount Orders * |
| Application Level |
The number and proportion of orders in the selected period that are applied to the promotion level. Calculation: Orders applied with a particular level of promotion ÷ Discount Orders * |
*If one order has applied two benefit types, then that order will be counted into each type one time respectively. Likewise, if one order has two promotion levels applied, then that order will be counted into each level once.
4. Top Performing Promotion
The Top Performing Promotion shows the promotion performance, as the data of gross sales and orders. Based on these data, you can optimize and adjust the future promotion strategy for improvement and growth.
The calculation of each metric is based on the orders to which the promotion is applied. To put it another way, only when the promotion is applied to any order within the time range will it be displayed under "Top Performing Promotions." If there are no orders to which the promotion is applied within the range, then this promotion will not be displayed here. For more info, please refer to the table below.
| Metric | Description |
| Gross Sales/Ratio | Gross merchandise value and ratio that has applied the promotion events (*Remark 1) |
| Gross Orders/Ratio | Gross orders and ratio that have applied the promotion events (*Remark 1) |
| AOV |
The average amount per order to which this promotion is applied Calculation: Gross Sales ÷ Gross Orders |
| Discount Amount | Total discount amount from gross orders |
| Product per Order |
The average number of products purchased per order to which the promotion applies Calculation: Total Products Sold ÷ Gross Orders (*Remark 2) |
| Orders from Returning Shoppers |
Select the proportion of repurchase orders purchased by customers in the selected range that is applied to this promotion Calculation: Orders from Returning Shoppers ÷ Gross Orders (*Remark 3) |
*Remark 1: Cancelled orders are included in gross sales and gross orders.
*Remark 2: The Total Products Sold include the sold general products, product sets, and add-ons.
*Remark 3: Orders from Returning Shoppers means the repurchased orders from customers who purchased before within the selected time range.
*Remark 4: The six metrics above are all calculated based on the order value generated by the promotion in that specific channel. Please see the examples below:
- Under the online store tab (channel), only the total amount of "online store orders" to which the promotion is applied will be displayed.
- Under the retail store tab (channel), only the total amount of "retail store orders" to which this promotion is applied will be displayed.
Support data from omni-channel and retail store
You can view the ranking of promotional campaigns of each channel with the data indicators via "Available Channel." Below are some examples for clarity:
- Under the online store tab (channel), promotions applicable to the channel "Online Store" or "Omni-Channel" will be displayed.
- Under the retail store tab (channel), promotions applicable to the channel "Retail Store" or "Omni-Channel" will be displayed.
*Note: POS custom discounts are also included in the statistics.
5. Notes
- The "Available Channel" for promotions related to membership tiers is displayed as "Omni-Channel."
- The data for the applied store credits will vary according to different channels.
- The data is updated hourly.
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