Here you save on purchases - discounts and promotional codes in Russian stores. Flexible discounts and bonuses for Shop-Script Rules for retail stores

Here is another question on which I see confusion both in the heads and in the price lists of companies.
How will this mess smooth out? I will give a non-fictional dialogue. I think it’s very recognizable, isn’t it?

Dialogue between Selsa and Nach. sales department:

Sereg, TransTech is asking for a discount... an additional one.
- And what? How much does he have?
- minus 7%
- Wow! how does he take it and how does he pay?
- He takes it normally, there’s a price for 200 thousand here.
- on credit?
- Well, yes, that’s how he takes it. We’ll give it, he says, he’ll take more of a discount.
- but he pays, how does he pay?
- well, yesterday I paid 100
- how much do you owe?
- 400, but he says he will pay in a week.
- oh... well, give him another 2%... no, give him 1%

In an effort to show professionalism, and realizing the pointlessness of the dialogue, many of us will immediately rush to comment: it is not clear what 1% is, for what, what does it mean to “take more”? And we will be right with you, of course. Let's figure out what we need to “give” for and how much to “give.”

Classification of discounts

The discount can be one of three types:

• marketing discount;
• sales discounts;
• logistics discounts.

Marketing discounts include direct discounts unrelated with current and well-functioning sales logistics: goods in exchange for money. These discounts affect development prospects, stimulate partner relationships (CRM), and structure the sales channel.

Sales discounts include discounts directly related to current transactions, to ensure a given profitability of sales and the current planned inventory turnover for concluded (concluded) transactions.

Logistics discounts include discounts for optimizing cash and commodity flows that affect current financial indicators company activities.

Marketing discounts

Hidden promotional discount

This type of discount includes the organization by the manufacturer of advertising of its products indicating a list of trading companies that sell these products. Thus, the manufacturing company actually saves its dealers money on advertising their trade names, which by economic nature is equivalent to providing them with an additional discount.

Functional discount (discount for distribution)

The manufacturer provides various functional discounts to players in the trading channel who provide it with different types of services (logistics, services for developing a sales network, building a dealer network). Functional discount in the marketer's dictionary

Dealer discount

Provided by the manufacturer to its permanent representatives or sales intermediaries (for example: an affiliate program for servicing customers in a chain of stores: promotions, use of promotional rooms, merchandising, etc. is stimulated by a dealer discount).

Discounts taking into account intercultural communications

In practical activities, marketing faces a very important circumstance, which should be attributed to the so-called cultural differences, which is also the subject of marketing research.
In Central Asian, Arab, some Balkan countries and individual Transcaucasian republics, during trade negotiations it is considered a matter of honor to achieve a large discount on the offer price. And although this circumstance is associated with a complex of Eastern mentality, many importers will not sign an agreement that does not contain a provision on discounts generally exceeding 20 - 30% of the proposed price. Since this fact is known in the marketing and trading environment, some companies consider it necessary to first artificially inflate prices by the expected percentage, and then present it with a discount specified in the contract.

Service discounts

A significant part of industrial products requires maintenance during operation. A service discount is preferred to creating and maintaining an effective service network, which requires significant investment and effort. This approach to solving the problem would be acceptable if it were possible to monitor the implementation of additional functions by the recipient and a way to evaluate the effectiveness of such a discount.

• on the part of the buyer - the amount of costs for storing goods purchased in advance before the start of the sales season (including fees for loans attracted for this purpose);
• on the part of the manufacturer - the amount of costs and losses that he would have to incur if the manufactured goods were stored before the start of the season in his own warehouses, and production was either stopped due to the deadening of working capital in inventories finished products, or was supported by additionally attracted loans to replenish working capital.

Consequently, the amount of discounts should provide the buyer with savings greater than the increase in his costs of storing goods until the seasonal increase in demand. On the other hand, the manufacturer can provide such discounts - for an amount no greater than the amount of its losses due to the slowdown in capital turnover as a result of storing goods in its own warehouses before the start of the season and not receiving sales revenue.
The logic of discounts for off-season purchases requires their differentiation in time: the earlier the product is purchased before the start of the season, the larger the discount should be.

Discounts to encourage sales of new products.

Such discounts can be considered as an addition to planned discounts that help promote a new product to the market. As a rule, such discounts in the form of financing a national advertising campaign indicating the names of the trading companies selling the product are not enough. For example, such advertising does not really give buyers information about where they can actually buy the mentioned product in their city (district).

Therefore, dealers and end sellers have to conduct their own advertising campaigns using local media outlets (whose advertising rates are usually lower than those in the national press or national television). This gives them the opportunity to indicate the addresses of their stores in such advertising, which actually provides an increase in sales.

Discount to encourage sales – a measure of reduction in the standard selling price, which is guaranteed to resellers if they take for sale new goods, the promotion of which to the market requires increased costs for advertising and the services of sales agents.

Sales discounts

Discount for turnover, bonus discount (bonus)

The discount is provided to regular customers on the basis of a special power of attorney. In this case, the contract establishes a scale of discounts, depending on the turnover achieved during a certain period (usually one year), as well as the procedure for paying amounts based on these discounts.

This discount system is designed in the form of columns price list. This is the price list. I call (well, I like it that way) the price columns - price protocols: 1st protocol, 2nd protocol. Why is this so? Coordination and recording of prices - legal basis transactions recorded in the Civil Code of the Russian Federation. If you come across “price protocols” somewhere in other articles, that’s from this.

Logistics discounts

Other types of discounts can be classified as tactical logistics.
What unites them economic source - profit(!), as well as the general task of creating additional incentives for the buyer to make a purchase. The use of logistics discounts leads to a reduction in the actual purchase price of goods and, accordingly, to an increase in the buyer's premium. This premium represents the difference between the economic value of the product for the buyer and the price at which he was able to buy this product.
The main types of discounts include:

Discount for the volume of purchased goods

Proportional price reduction for buyers purchasing large quantities one type goods. Typically, the discount is set as a percentage of the total cost or unit price of a specified volume of supply, for example, a 10% discount for orders over 1000 pieces. Discounts may be offered on a non-cumulative basis (per order placed) or on a cumulative basis (per number of items ordered over a given period).
Quantity discounts should be offered to all customers, but the supplier/seller must ensure that the amount of discounts does not exceed its cost savings due to the increased volume of goods sold. These savings can be achieved by reducing the costs of selling (trade processing), warehousing, maintaining inventory and transportation of goods. Discounts of this kind can also serve as an incentive for the consumer to make purchases from one seller (recurring purchases).

Discount for cash payment

If you need it, price reduction for buyers who promptly pay bills in cash. A buyer who pays within 10 days receives, for example, a two or three percent reduction from the payment amount. This discount can also be applied partially, for example, only for a percentage of the entire amount received within 30 days. For larger delivery volumes or more expensive equipment this type discounts can greatly activate a local counterparty who is interested in selling faster and receiving their considerable income.
Such discounts are widely used to improve the liquidity of the supplier/seller, the rhythm of its cash receipts and reduce costs in connection with the collection of receivables.

Discount for refusal of receivables (for reducing the terms of receivables)

A discount can also encourage a reduction in terms commodity credit provided by the supplier to the client.

Progressive discount

A discount for quantity or serialization is provided to the buyer subject to the purchase of a predetermined and increasing quantity of goods. Serial orders are of interest to manufacturers, since the production of the same type of product reduces production costs. The discount is given upon the fact, or in advance, under an agreement fixing such a progression. Sels often gives such a discount without a contract, by verbal agreement. In any case, such agreements need to be recorded, at least within the company in the CRM system.

Export rebate

Provided by sellers when selling goods to foreign buyers in addition to the discounts that apply to buyers of the domestic market. Their goal is to increase the competitiveness of goods in the foreign market.

Discount for expediting payment.

The main objective of discounts for accelerating payment is to reduce the repayment period of receivables and accelerate the turnover of the company's working capital. Therefore, this commercial tool can be attributed to a greater extent to the sphere of management than pricing itself. But since such discounts are set in relation to prices, price specialists, together with financiers and accountants, traditionally determine them.

Discount for expediting payment – a measure of reduction in the standard selling price, which is guaranteed to the buyer if he makes payment for the purchased batch of goods before the deadline established by the contract.
The payment acceleration discount scheme includes three elements:

• the actual quantitative amount of the discount;
• the period during which the buyer has the opportunity to take advantage of such a discount;
• the period within which payment of the entire debt amount for the delivered shipment of goods must be made, if the buyer does not exercise the right to receive a discount for accelerated payment.

The rate for accelerating payment is usually determined by two factors:

• the level of such rates traditionally prevailing in this market;
• level of banking interest rates for loans to replenish working capital.

The connection between the discount for speeding up payment and the price of credit resources is quite logical. If a manufacturer cannot achieve acceleration of repayment of accounts receivable, then it has to replenish its working capital mainly through credit. Accelerating payment for shipped goods reduces the need to raise funds and provides savings by reducing the amount of interest payments.

However, usually the level of discount for accelerating payment is significantly higher than the price of credit resources.

This excess of the discount level over the price of loans is justified by the large positive effect that accelerated payment has on financial condition selling company. This effect occurs due to the fact that early payments:

• speed up the flow Money to the seller’s account and improve the structure of his balance sheet, which is essential for him to obtain loans, and also affects the assessment of the company’s position by investors (including the price of its shares on stock exchanges);
• reduce credit risks, Related accounts receivable, and increase the reliability of financial planning;
• reduce the company's costs for organizing collection. accounts receivable.

Discount for off-season purchases

This is a measure of reduction in the standard selling price that is guaranteed to the buyer if he purchases seasonal goods outside the period of the year for which they are intended. The purpose of using discounts for off-season purchases is to encourage buyers to purchase these goods before the start of the next season, at the very beginning of it, or even out of season. This ensures faster asset turnover and allows manufacturers of seasonal goods to reduce seasonal fluctuations in the utilization of their production facilities.

With a well-established system of seasonal discounts, manufacturers have the opportunity to organize and complete the production of goods for the next season long before it begins and promptly begin preparations for the manufacture of products for the next season.
The amount of seasonal discounts is usually quite small and is determined by:

Discounts for complex purchases of goods.

Many firms that sell lines of complementary products use a special type of discount to encourage customers to purchase several products from that line, i.e., bundled purchasing.
Discount for complex purchase of goods – a measure of the reduction in the standard selling price that is guaranteed to the buyer if he purchases a given product along with other complementary products from that company.
The logic of such a discount is that the price of each product in the set is lower than with an isolated purchase, even from the same company.

Discounts for returning previously purchased goods from this company (trade-in)

Discounts are provided to the buyer when he returns an outdated model product previously purchased from this company. Such discounts apply to the sale of automobiles, electrical equipment, rolling stock, standard industrial equipment, etc.

Discounts on the sale of used (defective) equipment.

IN different countries There are opportunities to profitably purchase used machines, mechanisms and other equipment. If, in addition, the maintenance is well organized, such a purchase is a reasonable alternative to buying new equipment. You can work with new equipment for a long time, while operating costs are low.

Tests

Offsets refer to other types of discounts from the list price. For example, a goods exchange offset is a reduction in the price of a new product subject to the delivery of the old one. Trade-in credit is most often used for the sale of cars and some durable goods. Sales promotion credits refer to payments or price discounts to reward dealers for participating in advertising and sales promotion programs.

Who is responsible for discounts?

More precisely, this section should be called: “Who gives discounts?” However, everything is clear to an inquisitive salesman:

• The marketing department, guided by the marketing policy, is responsible for marketing discounts;
• The sales department is responsible for sales discounts, guided by the standards of profitability of sales and inventory turnover.
• for logistics - Paritynto Department of Commodity Logistics, Purchasing Department, Financial Department, operating in accordance with financial policy companies.

The “Flexible discounts and bonuses” plugin for Shop-Script 7 is designed to create discounts and accrue bonuses for the affiliate program. There are more than 78 types (conditions) of discounts at your disposal.

Plugin features

The plugin allows you to create:

• Discounts by category, list and type of product.
• Discounts based on product characteristics, discounts on individual products down to article numbers, discounts on delivery.
• Discounts on the number of goods, on the order amount, on total sales.
• Discounts for categories of users, individual users.
• Discounts by schedule, discounts by day of the week, discounts by hour.
• Discounts based on sales for selected time intervals.
• Discounts for different Showcases, etc.

You can combine discounts with each other.

At the very bottom you will find a complete list of possible discounts.

Plugin Features

• Possibility of specifying fractional discounts.
• Create discount coupons manually and using a coupon generator with an expiration date.
• Possibility of using several coupons for one discount rule.
• Grouping discounts with setting your own calculation rules (amount, maximum, minimum).
• Possibility of limiting discounts.
• Changing the base for calculating discounts down to each article.
• Displaying discounted prices on display.
• Display information about available discounts on products.
• Dynamic update of discounts.
• Ability to create a page with personal discounts in your personal account.

List of all possible conditions for creating discounts

Conditions are divided into groups:

• Product Name
• Product code
• Item name
• Short description goods
• Meta title of the product
• Meta product keywords
• Meta product description
• Product description
• Product creation date
• Product age
• Product change date
• Does the product have a video?
• Does the product have an image?
• Product rating
• Number of product reviews
• The price of the product
• Product price crossed out
• Purchase price of goods
• Product price - Purchase price of the product
• Product price - Purchase price of the product (as a percentage of the product price)
• Crossed out product price - Product price
• Product strike-through price - Product price (as a percentage of the strike-through price)
• Minimum product price
• Maximum product price
• Quantity of remaining goods
  For the selected time interval until the warehouse is specified
• The amount of product sales for the period..
• Number of product sales for the period..
• Last change in product balances X days ago
• Availability of the ordered service for the product
• Availability of a specific tag for a product

3. Cart

• Total quantity of all goods
• Number of goods
• Quantity of a specific product
• Quantity of product from category
• Number of products from a category and its subcategories
• Quantity of goods from the list
• Product quantity with product type
• Number of all products from the category
• Number of all products from a category and its subcategories
• Number of all products from the list
• Number of all products with product type
• Number of products with characteristics
• Number of unique products
• Total order cost excluding discounts
• Total cost of all goods
• Total cost of products from the category
• Total cost of goods from the category and its subcategories
• Total cost of all products with characteristics
• Sum of product characteristics values
• Price of each item
• Availability of services in the cart

4. User

• User category
• Individual user
• User creation date
• User data
  First name, last name, email, customer type and other fields belonging to the contact

5. Completed orders

• Total amount of all orders
• Amount of orders for the period..
• Number of all orders
• Number of orders for the period..
• Orders contain goods
• Orders contain goods for the period...
• Orders contain products from the category
• Orders contain products from a category and its subcategories
• Orders contain products from the category for the period..
• Orders contain products from a category and its subcategories for the period.

6. Date and time

• Day of the week
• Time

7. Variables

• Cookie
• Session
• $_GET
• $_POST
• $_SERVER
• Coupon

8. Showcase

• Showcase
• Payment
• Delivery

It's easy to do. Just follow the instructions below:

Depending on the site, this algorithm may vary slightly. Therefore, on the pages of the site you will find step by step instructions activation of promotional codes for specific stores.

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What does this give to our clients:

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The idea for this article came completely unexpectedly. While sorting through documents on my computer, I discovered a file containing 10 types of the most unusual discounts.

And looking at them, I thought, why not write more in the form of a manual, it will be useful for us in the company, and it will be useful for you, our readers, in your work. Therefore, today we will talk about discounts. Or rather, I will write the types of discounts in marketing.

Most likely, you may have a question: “Why do we need this?” And it’s true, you yourself know very well what types of discounts there are, for example, “for regular customers” or “buy more, get more.”

However, this is all selective, in fits and starts. I tried for you and found different types and types of discounts with examples, and structured them. And you yourself think about how to use them, using them in profitable promotion or sale.

Wow I'll think of something

types and examples of discounts: TOP-30

Below you will find types of discounts and conditions for their application. Choose those that are more suitable for your field of activity and your task.

1. Discount for one day. It works great, I even buy it myself often. Select a product and set a discount on it. By the way, if you highlight it with the “Today Only” price tag, then the product, especially if it is , will fly apart perfectly.

And don’t forget that you need to highlight not the product that you already sell well, but the one that you “already have lying around.”

2. Discount on days of the week. Almost the same as a one-day discount, but tied to a specific day of the week.

For example, on Friday you can buy various meat products significantly cheaper from the international supermarket chain SPAR. It's called “Meat Friday”.

3. Discount for any period. Similar to discounts for one day or day of the week, only the period can be any. I recommend not setting large intervals. The benefit, as always, lies in the simplest thing - greed.

Buyers understand that a good offer will soon end, so they actively part with their money.

4. Discount on a specific product. Discounts on goods may be limited in duration (preferably), or they may not. An excellent solution is to highlight the “Product of the Day” price tag (with the old and new price).

5. Discount for pre-order. Whoever orders earlier, and therefore gives money earlier, receives a significant discount. Your profit is extremely simple - you receive the money with which you pay for this very product.

Yes, your earnings may not be that big due to the discount provided, however, you save time and do not use loans and credits (if we talk about a large purchase).

6. Magnetic discount. When a certain volume of purchases is reached, a discount is provided. Why magnetic? Because it works great with “ ” technology.

This type of discount, for example, worked very well for our client who sells jewelry. In just the first week of introducing such a tool, the number of checks with an amount from s__ increased by 19% compared to the previous month.

7. Discount for wholesale/large amount. The larger the customer's purchase amount, the more he will want to receive a discount. You can play on this when developing your marketing strategy.

8. Cumulative discount. This is a fairly popular type of discount now. With each purchase, a certain percentage drops onto the client’s balance, which he can later use to pay.

9. Discount for payment in cash/non-cash. We all don't like banks. Or rather, not like that. Most entrepreneurs do not like paying with bank cards.

There are 2 reasons for this: the acquiring commission is on average 2%, and with a large turnover this is not profitable. And the money takes quite a long time to arrive. Therefore, offer a discount if the client pays in cash.

10. Discount with personalization. Examples could be the following: “Only for Nikita” (at least he mentioned himself somewhere), “Only with this promotional code,” “Say this word and get a discount.” Of course, do not use them in such a direct form, as I wrote above. Change it to suit your company.

11. Discount for holiday/event. City Day, New Year, Russia Day, and for any professional holidays.

By the way, you can come up with holidays yourself. For example, discounts and bonuses in honor of the birthday of the director’s grandmother (a real case).

12. Discount for launching a product or service. Although they are an event or holiday, they are still highlighted in a separate block, since they happen only once when starting a business.

13. Discount on the Internet. A fairly common move in marketing now is when a discount is provided for an online order through a website. It can be 5-10 percent or more. All this works as additional advertising for your site.

14. Discount for action. Put “Like” and get a discount. Repost, show to the administrator and get a discount.

Very popular now among young people. Its main task is not even to make a discount on the price and buy from you now, but to start a chain reaction on social networks and increase the reach of a potential audience.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

15. Melting discount. They are set for a certain time and are reduced every day/hour. Example: cars are offered on December 1st with a 30% discount and every day the discount decreases by 1%.

16. Discount in the moment. The most common discount. The same one that any buyer asks when he buys a product with the words “Will you give me a discount?”

17. Unexpected discount. The reason can be anything. Of those that I liked: “First buyer of the day”, “Last buyer of the day”, “1000th buyer”.

18. Discount for certain groups of people. You select a certain group of people and give them a discount. Example: “All students have a 10% discount” or “A 15% discount for pensioners.”

19. Affiliate discount. Popular in network marketing. That is, a discount is provided to all newly arrived partners.

21. Group discount. Provided to a group of people with a certain number of people. In fact, it’s the same as a discount for wholesale, only in public.

22. Cross discount. One or more products are sold at standard prices, and an additional or accompanying product is already at a discount. Example: a discounted belt to go with jeans.

23. Discount for speed. The most interesting description of this discount that I have come across is “Discount for fast bunnies” :). That is, the faster the client makes an advance payment (perhaps even before agreeing on a contract, etc.), the greater the discount he receives.

For example, we have extremely interesting conditions for people who know us and quickly make decisions about cooperation with us.

24. Discount on first purchase. Trend of the last couple of years. It is very relevant on the Internet, but lately it has been actively moving offline. When purchasing the first item, the buyer is given a discount on it.

25. Discount subscriptions. Common in fitness clubs. A one-time lesson costs 1000 rubles, and, for example, when purchasing a subscription, its cost for the client is reduced to 200-300 rubles.

Lately they have been performing very well in catering. Subscriptions for business lunches and coffee in some coffee shops.

26. Bonus discount. This is when, even if the buyer has a discount card, you give him another discount (bonus), but only for a certain type of product.

27. Seasonal discount. To put it correctly, this is an off-season discount. A simple example is down jackets, fur coats, ski suits.

That is, the discount is given for groups of goods for which it is now “out of season”. As a rule, experienced (and economical) people wait for such “sales” and buy summer tires in winter and vice versa.

In response to your answer that this is not entirely profitable, let me remind you about one entrepreneur from Izhevsk, who in the off-season makes more money selling fur coats than in the season.

28. Club discount. If your store is part of a system of discount clubs, for example, “Rainbow” or “Discount Club,” then customers receive a discount using this card.

Frankly, this system is already dying in its original understanding, since most stores are already introducing their applications with discounts.

But at the same time, applications are beginning to be promoted that contain 20-30 discount cards for small stores.

Using this application is much more convenient. Therefore, I recommend taking a closer look at it if we are the owner of a small store. A sort of modern level of the 21st century.

29. Trade-in discount. Best known for cars and technology. By trading in an old car of one brand and buying a car of the same brand, you can get a significant discount.

Do you think it only works for large purchases? Not at all! For example, with one of our clients, we introduced this discount when selling/purchasing musical instruments.

And she worked quite successfully during the bad months. Here are a couple more niches where this approach definitely works - jewelry (especially important if you have your own pawnshop) and computer equipment.

30. Discount about. Still, I separated it into a separate block. The occasion can be any - angel's day, name day, etc.

Briefly about the main thing

As you can see, the types of price discounts are varied and there are a huge number of them (I assume that I have not named all of them; I do not claim 100 percent accuracy).

For example, I did not mention the sale of discount coupons, as is recommended on popular discount services like Biglion or Friendly.

That is, you buy a coupon for 200 rubles, for example, which gives you a 50% discount on the entire menu in a particular restaurant. However, I think I told you the main types of discounts and to the question “what types of discounts are there?” I answered.

Your main task after reading the article is to test all the presented options in your marketing.

You may think that this is not necessary, because “there are workers,” however, I assure you that if competitors tried it, but it didn’t work out for them, this does not mean that they did everything right. Therefore, your list of actions is as follows:

1. Read the article again and write down discounts that suit your niche. Or rather, types of discounts and conditions for their application;
2. Calculate the profitability of each discount (you won’t give them to yourself as a minus).
3. Implement it into your business by writing a short text explaining the application (and handling of objections) for employees for each type of discount.

The third point is especially important so that it doesn’t turn out like one of our clients (niche - products).

He raised prices, but at the same time introduced savings discount cards. If we calculate everything in terms of 3-4 purchases, then the prices would be even lower.

However, he forgot to write an explanation for his sellers and people simply started running out of the store when they answered their question “Why did they raise the prices?” Instead of an explanation, they heard the answer: “But because the management wanted it that way.”