Pirate is the world's leading provider of rehearsal and recording facilities for artists, with studios in the UK, Germany and the USA and exciting plans to expand globally. They offer over 700 purpose-built studios equipped with professional-grade equipment, available on a pay-as-you-go basis. This setup allows artists of all levels to access high-quality recording, rehearsal, DJ, and dance spaces at affordable rates.
Key challenges
- Increasing user engagement and conversion with personalized promo codes.
- Optimizing promotion spending by introducing dynamic discount formulas that change according to demand or preferences.
- Reducing fraud and coupon leakage.
Pirate has several in-house capabilities, such as managing referrals and gift vouchers through their credit system. This system provides credits for cancelled bookings and stores them in a form of a wallet, with vouchers adding to these credits. However, they were looking for a solution to create discount coupon campaigns that could be extensively supported by metadata. This would allow them to personalize promotions and ensure the campaigns are fraud-proof.
Easy integration with in-house tools
By teaming up with Voucherify, Pirate has enhanced its system to create and manage discount coupon campaigns effectively. The integration process was smooth, with Voucherify seamlessly connecting to Braze, which handles marketing automation and stores customer data for Pirate.
Pirate chose Voucherify for its flexibility and cost-efficiency, allowing them to experiment with various strategies without requiring extensive developer resources or significant financial investment.
Personalized promotional campaigns
Thanks to the easy campaign creation capabilities, Pirate employs a variety of strategies for their promotional campaigns, utilizing coupons in multiple ways:
- Experimenting with wholesale pricing: They test different pricing models to find the most effective approach.
- Charity collaborations: They work with charities, offering free studio time during certain periods. This is managed using metadata to restrict availability.
- Traditional marketing campaigns: Examples include "Book this weekend for 10% off" or "Hey, you’re a new user, here’s 50% off."
- Incentives for booking: They encourage customers to book studio sessions in the morning with special offers.
- Exclusive codes for ambassadors and influencers: Selected ambassadors and influencers have access to special discount codes.
Additionally, Pirate is experimenting with adding food and beverages, as well as equipment rentals, to some of their studios, which will also be enhanced with promotional offers and bundle deals.
Solution
Fraud-proof coupons for campaign safety
Pirate runs both unique promo codes and standalone codes for larger campaigns and influencer promotions. These codes offer discounts ranging from 20% to even 100%. Voucherify’s metadata helps Pirate validate promotions against business-specific data. Fields such as the last booking count or date are used to ensure their legitimacy.
"Voucherify’s metadata tools let us tie our promotions to real business data which keeps everything legit and running smoothly."
To make campaigns fraud-proof, Pirate uses Voucherify’s validation rules, which primarily focus on:
- Customer attributes: Last booking count, last booking date.
- Order metadata: Studio supertype or site name.
- Redemption limits: Frequently using limits on redemptions per customer.
"Using validation rules has been a huge help. We can set up detailed and specific discounts that fit our exact needs, whether it's based on customer attributes or order metadata. It’s made our campaigns fraud-proof and straightforward to use."
Additionally, metadata linked to the codes and campaigns includes information about the type of promotion, whether for teams, Braze campaigns, or refunds due to equipment failure.
With Voucherify's dynamic discount formulas, Pirate can offer free hours based on customers' use of the service. The discount grows proportionally to the amount of time spent in the studio or the order amount.
“By offering bigger discounts to customers who spend more hours in the studio, we keep our loyal users happy and coming back for more. It’s a smart way to reward dedication without complicating our promotions."
To keep things clear and straightforward, Pirate allows only one promo code per order, making the rules easy to understand and follow.
Loyalty program for engaging music lovers
Pirate has also established a point-based loyalty program with Voucherify. Customers can earn points through various actions and redeem them for discount codes.
How does the program work?
- Points are accrued on bookings paid with full or partial cash and expire 12 months from the earning date.
- Enrollment in the program is automatic upon sign-up or earning first points.
- The program is free to join and available at select locations. However, points are non-transferable and cannot be redeemed for cash.
The pilot program is already showing an increase in per-user spend of up to 10%.
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