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Retail Offer Planning Template
One page per offer — objective, segment, mechanic, deadline, wallet build, the notification it justifies, and the single KPI — filled in before you launch, not after.
How to use this template
This is a working template, not a form to file. Copy the seven fields onto one page and fill them in for a single offer before you build anything. If a field is still blank, the offer isn't ready to launch. That blank is the point of the page.
The rule the template enforces: every offer names its single KPI before launch, while you can still change the offer, rather than after, when the only thing left to change is the excuse. One offer, one page, one number.
Use a fresh copy per offer. If you run more than one campaign a month, keep the completed pages as a running record of what was promised, how it was built in the wallet, and how each result was measured.
The seven-field offer brief
The full template. Fill every field for one offer. Print or copy it, one side of a page.
1. Objective
The one business outcome this offer exists to move. Write it as a sentence a colleague could argue with: fill Tuesday mornings; bring back customers who haven't visited in 60 days. If you can't name a single outcome, stop here.
2. Segment
Who receives this, and roughly how many. Name them by behaviour, not 'everyone': lapsed 60+ days, top 10% by spend, pass-holders who have never redeemed. A smaller named segment beats a blast to the whole list.
3. Mechanic
What the customer gets and exactly what they do to get it. Be precise enough for the till: '20% off, Tuesdays only, show the wallet pass at the counter.' State the redemption action so staff can honour it without a huddle.
4. Deadline
Start date, end date, and redeem-by. Every offer needs an end; open-ended offers train customers to wait for the next one. Note the date staff are briefed, which must fall before the offer goes live.
5. Wallet implementation
How the offer lives in the pass: a new pass to install, an update to a live pass, or a lock-screen campaign to existing holders. A wallet platform (for example, PushNotice) updates the pass in place and sends the notification with no per-message cost, unlike SMS.
6. The notification it justifies
The single message this offer earns the right to send, written in the customer's words. One offer, one push. If the offer doesn't justify a notification a holder would be glad to receive, fix the offer, not the copy.
7. The single KPI
The one number that proves the objective moved, chosen now rather than after the fact. Redemptions, return visits within the window, incremental spend, or net new installs. Pick one, and record its baseline value today.
Choose the single KPI
Field 7 is where offers go vague. Find the objective closest to yours, take the one KPI, record its baseline first, and ignore the vanity metric that will otherwise flatter the report.
| Offer objective | The single KPI | Capture this baseline first | Vanity metric to ignore |
|---|---|---|---|
| Fill a slow daypart | Redemptions during the target daypart | Current transactions in that daypart | Total notification opens |
| Reactivate lapsed customers | Return visits within the offer window | Count of customers lapsed 60+ days | Size of the list messaged |
| Launch a loyalty pass | Net new pass installs | Existing pass-holder count | Social impressions |
| Lift the average basket | Average transaction value versus baseline | Current average transaction value | Number of offers sent |
| Clear seasonal stock | Units of the target item sold | Units on hand at launch | Landing-page views |
| Grow the wallet list | New installs attributed to this source | Current list size and weekly growth | Estimated reach |
| Reward top customers | Repeat-visit rate within the segment | That segment's baseline visit frequency | Redemptions by non-segment customers |
Pre-launch check
Run this against the completed brief before anything is sent. Every box should be honestly ticked.
One objective, written down
The brief names a single outcome, not a list. If there are two, split it into two offers with two pages.
The segment is named by behaviour
Not 'all customers.' You can describe who qualifies and give a rough count.
The mechanic is unambiguous at the till
A staff member reading only the mechanic line can honour the offer correctly, with no interpretation.
There is an end date
Both an offer-ends date and a redeem-by date exist. No open-ended offers.
Staff are briefed before customers hear
The team knows the mechanic and the start time before the notification goes out, not after the first confused customer.
The wallet asset is built and tested
The new pass or the update renders correctly on both Apple and Google Wallet on a real device.
Exactly one notification is planned
One offer earns one push. Any additional message needs its own brief and its own justification.
The notification reads as a favour, not a nag
A holder would be glad to receive it. If you wouldn't be, revise the offer before the wording.
The single KPI is chosen
One number, agreed before launch, that will settle whether this offer worked.
The baseline is recorded
You wrote down the KPI's pre-launch value. Without a baseline, any result afterwards is unreadable.
A read-the-result date is set
A calendar date after the redeem-by to check the KPI against its baseline and file the outcome.
You can serve the demand it may create
Current stock, staffing, and capacity can honour the offer if it lands well.
A worked example
The same seven fields, filled for one small offer, to show what 'complete' looks like. Yours will differ; the shape shouldn't.
1. Objective
Fill Tuesday mornings, our quietest daypart, without discounting the rest of the week.
2. Segment
Pass-holders who have visited on a weekday in the last 90 days: a named, countable group, not the whole list.
3. Mechanic
Free filter coffee with any pastry, Tuesdays 8-11am. Customer shows the wallet pass at the till.
4. Deadline
Four Tuesdays in March; redeem-by is the final Tuesday. Team briefed the Friday before launch.
5. Wallet implementation
A lock-screen campaign to existing pass-holders; the live pass carries the offer detail until it ends.
6. The notification it justifies
'Your Tuesday coffee is on us this month: free filter with any pastry, 8-11am. See you then.'
7. The single KPI
Redemptions in the Tuesday 8-11am window, compared with the same window's transactions the prior month (baseline recorded before launch).
From the guide: In-Store Marketing: Wallet Loyalty for Retail Stores
This resource accompanies the full article — worth reading before you commit to a tool.