An offer customers want. An outcome worth delivering for the store.
Imagine an online store preparing for Black Friday eight weeks ahead. It has existing customers, products with different margins and stock it wants to sell. The team suggests a store-wide discount and a larger advertising budget. We would start by choosing what deserves promotion, what each offer can support and how much the business can deliver as promised.
Choose products, stock limits and contribution requirements. Build creative, landing pages and operating checks around those approved offers.
WHAT COULD CHANGE THE CHOICEIf the promotion only moves low-margin stock at a loss, change the offer or leave those products out.
Fictional example: a net price of RON 300, product cost of RON 160, other variable costs of RON 20 and advertising of RON 50 leave RON 70. A 20% discount with the same costs leaves RON 10, before fixed costs and taxes.
WHAT WE WOULD TESTWe would calculate each product or bundle’s economics, including estimated return costs within variable costs and avoiding double counting.
Products attracting clicks may have few variants available, while the stock selected for the campaign remains hard for customers to choose.
WHAT WE WOULD TESTWe would select products and bundles by demand, availability and contribution, with alternatives ready when a variant sells out.
Payment, inventory synchronization, the warehouse or support can become bottlenecks as volume rises.
WHAT WE WOULD TESTWe would test the purchase journey, agree realistic delivery promises and name who can reduce advertising or withdraw an offer.
Prices and discount history, product costs, fees, delivery, returns and remaining margin. We would check the reference price and displayed terms before approving the communication.
Available quantities by variant, existing reservations, confirmed replenishment, daily fulfillment capacity and support coverage. We would distinguish available stock from expected deliveries.
What new and existing customers bought, acquisition costs, returns and subsequent purchases. We would also compare the periods before and after the promotion.
On your list. In our selection.
CREATIVE PROPOSAL / ILLUSTRATIVE EXAMPLEWe would organize the campaign around recognizable buying needs: a product someone has been considering, a useful set or a gift chosen early. Each selection would explain who it suits, what is included, its price and delivery timing. The discount supports the choice; the product and its usefulness lead the communication.
Introduce categories and useful selection criteria. An optional reminder, with the person’s permission, would announce when the offer opens without implying that stock is reserved.
Connect each ad to its relevant offer, with available products, clear prices and delivery timing. Creative variations would test the need, product and bundle.
Continue with useful product information, support and a well-timed request for feedback. Later recommendations would reflect the actual purchase.
Approved products and bundles, price, stock, estimated contribution and acceptable advertising cost. Define what stops, what can receive budget and who approves changes.
Concept, copy, creative adaptations, campaign page, emails and advertising setup. Check payments, promotional codes, stock and confirmations on mobile and desktop.
A shared view of spend, confirmed orders, cancellations, stock and delays. Named owners for campaigns, the site, fulfillment and support, with fallbacks for foreseeable problems.
The figures above are hypothetical. Platform ROAS alone does not establish the store’s contribution. We would use deduplicated orders and comparable periods; conclusions about additional campaign effects would depend on an appropriate test where volume allows.
With demonstrated demand, sufficient contribution and available capacity, we would test budget increases on working offers. If clearing old stock is the main objective, we would separately agree on the minimum acceptable contribution and the cost of holding that stock. A narrower campaign may be the right choice.
Review history, customers, economics and stock, then approve the selection, budget limits and delivery promise.
Prepare the page, creative, emails and campaigns. Test orders, measurement, stock and intervention scenarios before launch.
Review spend, estimated contribution and fulfillment daily. After returns, reconcile the results and assess the next steps for customer relationships.
An illustrative sequence; timing and investment follow the real context.