Marketing scenario
What this scenario gives you
Higher AOV, more carts above a profitable threshold, and fewer discounts on orders that would likely happen anyway.
Bar or popup showing missing amount to a stronger discount, with clear threshold, condition, and unlocked state.
When it is worth using
- carts close to a higher value threshold
- stores with add-ons and complementary products
- brands that want to increase AOV without global discounting
When to skip it
Do not set the threshold below natural AOV or a discount higher than margin can carry. Then the scenario only lowers price on existing orders.
Implementation plan
How to set it up
Calculate threshold from margin
The threshold should account for discount cost, shipping, payment, and typical products added to cart.
Communicate the gap
A concrete message works best: 37 PLN left to unlock a stronger discount. Discount percent without distance is less useful.
Control redemption
After unlocking, show the code or automatic application, but prevent repeated abuse and excessive exposure.
Economics
A stronger discount must reward a larger cart
The threshold has to be calculated, not guessed. If shoppers usually spend around 180 PLN, a 220 PLN goal may work. A 400 PLN goal will be ignored or feel like an aggressive discount game.
- Do not show a strong discount to carts far from threshold.
- For low-margin products, use a bonus instead of percent.
- Measure AOV after discount, not revenue alone.
Copy
Copy should frame unlocking, not giving away
Unlock-style copy builds a sense of goal. An unconditional code visible from the start reduces motivation to build a larger cart.
- Show missing amount and success state.
- Do not mix several thresholds in one message.
- After unlock, confirm that discount applies.
Example
A 299 PLN threshold works only when the shopper is truly close
A 261 PLN cart can see 38 PLN left and add-on suggestions. An 80 PLN cart should see another incentive because the threshold gap is too large.
- Condition: cart close to threshold and healthy-margin products.
- After unlock: code or automatic discount plus success state.
- Measure AOV change and cannibalization of non-discount orders.
Measurement
What to measure after launch
Evaluate the scenario by shopper behavior and cart impact, not by impressions alone. These metrics help you see whether the campaign supports revenue or only creates activity.
- AOV after discount
- carts above threshold
- net margin
- stronger discount usage