8 PERFORMANCE DRIVER: Ace Rewards Scan Rate
The Ace Rewards Scan Rate Performance Driver measures what percent of total transactions are from Ace Rewards members. This includes any transaction where an Ace Rewards number is associated.
Why is the Ace Rewards Scan Rate important?
Scan Rate is so important because in order to use your marketing dollars 100% effectively, we need your customers’ transactional data. When your cashiers collect customer data at checkout, they are growing the Ace Rewards customer database. This gives us the ability to market smarter by sending highly targeted promotions to your customers and increasing same-customer sales at your store. • Ace Rewards generated $7.6 billion in same-customer sales in 2020. • Ace Rewards cash customers spend 18% more than non-Ace Rewards cash customers: $30.90 vs. $26.21. • Ace Rewards customers average nine transactions per year. It is critical to understand that if a customer’s transactional data is not captured during checkout, we do not know they ever came in and shopped. This means these customers can go into inactive status, and Ace Rewards will no longer communicate to them through our targeted promotions – even though some of them may be your BEST customers. This would be a huge missed opportunity! In addition, this data helps inform our digital marketing spend, which will be increasing over the next five years. To make that customer data go to work for your store, you must opt in at 100% to all available promotions on the Promotions Grid. This data will flow through very strategic segmentation and turn into highly personalized promotions delivered to the right customers at the right time – with the goal of driving them back to your store. Stores that increased their participation to a 100% opt-in saw a 4% increase in total year-over-year sales.
What is the goal?
Platinum Target
Ace Rewards Scan Rate ≥50%
Pinnacle Target
Ace Rewards Scan Rate ≥65%
As a reminder, Ace Rewards Scan Rate is calculated by dividing the total number of Ace Rewards transactions (cash and house) by the total number of transactions (cash and house). This number is calculated as a rolling 12-month metric. Stores must meet or exceed the target once in the calendar year to achieve Platinum or Pinnacle status. In order to reach your Scan Rate goal, it is important to: Diagnose – Where are you at today? Develop – What is your plan to reach your goal? Deploy – Set your plan in motion!
Take Action Ensure cashiers are asking for Ace Rewards member ID, customer phone number, key fob or mobile app on every transaction. For instructions on how to add House Accounts to Ace Rewards, visit ACENET > Marketing > Ace Rewards Program > Retail Execution Guide > House Accounts. Check your Scan Rate regularly. For Epicor users, run the RLC Report that shows each cashier’s performance in terms of loyalty. Please note: There will be a temporary discrepancy between the RLC Report and Retail Analytics Dashboard until we can add House Accounts and remove courtesy cards. View the Retail Analytics Dashboard to obtain current Scan Rate and view current campaign opt-in percentages. Opt in at 100% to all available promotions on the Promotions Grid in Ace Rewards Maintenance.
Contact information: acerewards@acehardware.com
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