Customer Incentive Campaign

Driving sales through
strategic gifting incentives

Merck's marketing team used Smilie to run a Spend & Redeem promotional campaign. Customers who spent above a threshold could redeem a gift of their choice, with two tiers for different spending levels.

Client
Merck Group
Use Case
Spend & Redeem Campaign
Marketing · Customer Success
Two tiers
gift campaigns for different spending levels during the promotional period
New customers
acquired through the promotion alongside increased spend from existing customers
One month
campaign duration, driving increased sales volume from both existing and new customers
The Challenge

Incentivising customers to
hit a spending threshold

Merck's marketing team needed to incentivise spending per customer within a specific time period to help the sales team hit their targets. They also wanted to use the promotion to acquire new customers. The solution needed to offer a meaningful reward, something that felt genuinely valuable, while being operationally manageable across multiple gift options and spending tiers.

  • Goal: incentivise spending above a minimum amount within the promotional period to help the sales team hit targets
  • Target audience: existing customers of Merck's laboratory products and potential new customers
  • Desired outcome: increased sales volume from existing accounts and new customer acquisition through the promotion
The Approach

Two tiers, four gift options,
one platform

Smilie partnered with Merck's marketing team to implement a Spend & Redeem programme. Two gifting campaigns were created, one for each spending tier. Customers who spent the qualifying amount could choose from Birds of Paradise Gelato Pints x 12, Paris Baguette Pastry Set, Irvin's Singapore Snacks Set, or Fruits Basket. The campaign ran for one month.

  • The Structure

    Two Campaigns, Two Spending Tiers

    Two separate gifting campaigns were created on the Smilie platform, one for each spending tier, with different gift options available at each level.

  • The Gift Options

    Four Choices Per Tier

    Customers could choose from Birds of Paradise Gelato Pints x 12, Paris Baguette Pastry Set, Irvin's Singapore Snacks Set, or Fruits Basket.

  • The Duration

    One-Month Campaign

    The campaign ran for one month, giving customers a clear window to hit the spending threshold and claim their reward.

  • The Fulfilment

    Choice-Led Redemption

    Customers selected their preferred gift through the Smilie platform, with fulfilment and delivery handled by Smilie.

Merck campaign gift options including gelato pints, pastry set, snacks set, and fruit basket
The Result

Increased sales volume and
new customer acquisition

The campaign drove increased sales volume from both existing and new customers during the promotional period. The two-tier structure and choice of popular local food gifts made the incentive feel genuinely rewarding, giving customers a real reason to spend above the threshold.

  • Increased sales volume from existing customers during the campaign period
  • New customer acquisition through the promotional offer
  • Two spending tiers with distinct gift options for different customer segments
  • Customers chose their own redemption gift, reducing fulfilment guesswork and maximising satisfaction

More Case Studies

Want results like this?

Let's design your
customer incentive campaign.

Tell us about your promotional goals, customer segments, and budget. We will design a Spend & Redeem programme within 24 hours.

Talk to UsChat on WhatsApp