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.
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
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 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.
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
Customer Success
Milestone Celebrations, WorldFirst
Tiered gifting at first transaction and high-spend milestones.
Sales Outreach
Conversation Starters, Enclave Events
Nearly 40% of gifted prospects responded or entered a conversation.
Sales Outreach
Aspire Sales Prospecting
Branded milestone gifts drove a 25% increase in discovery call bookings.
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.
