Defense Commissary Agency: Summer $10 Visa

The Defense Commissary Agency operates a chain of commissaries that provides tax-free groceries for military personnel, retirees, and their families. Harthill Marketing Services and their client, the Defense Commissary Agency, partnered with 3 tier logic to launch their national ‘Summer $10 Visa’ gift with purchase program, exclusive to participating products and American commissary patrons.

Program Objectives

• Drive purchases and sales

• Improve brand engagement

• Increase brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for the Defense Commissary Agency’s ‘Summer $10 Visa’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase 10 participating products from brands like Kraft, Oscar Mayer, and Frito Lay in one transaction from participating commissaries, they are eligible to receive a $10 Virtual Visa card. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with their $10 Virtual Visa card and instructions on how to redeem it. Consumers were limited to one reward per email address.

With PLATFORM³, the Defense Commissary Agency was able to collect valuable data about their consumers’ purchasing behavior throughout the duration of the promotion. The Data Capture & Analytics module provides actionable insights into users’ activity on the microsite. The Defense Commissary Agency is able to use this data to make strategic decisions and create future marketing promotions for continued sales, ROI, and customer engagement.