Uniqodo PromotionGlossary

When customers have no particular reason to return, they often don't. A loyalty programme gives brands a structured way to reward repeat purchases, referrals, and other behaviours that drive long-term value, without relying on blanket discounts that anyone can access. This definition explains how loyalty programmes work, why they matter for e-commerce teams, and what separates a well-run programme from one that quietly erodes margin.

Referral programmes break down when the technology behind them can't keep up with the rules, channels, and customer journeys a brand actually needs. A Referral API gives development and commercial teams direct access to the logic that creates referral codes, validates qualifying actions, and triggers rewards. This definition explains how a Referral API works, where it fits in a promotion stack, and what to look for when choosing one.

When a promotion fails to drive the right behaviour, or ends up costing more than planned, the problem usually comes down to how the incentive was designed and controlled. Consumer incentives cover a wide range of rewards and offers, from discount codes to referral bonuses, each built to encourage a specific customer action. Understanding how they work helps brands get real commercial value from promotions rather than giving away margin without a measurable return.

Coupon codes look simple from a shopper's perspective, but for marketing, affiliate, and commercial teams they carry a lot of weight. A single code can define who qualifies, which partner gets credit, how many times the offer can be used, and what it actually costs the business. This definition explains how coupon codes work, why the difference between generic and unique codes matters, and what good promotion logic looks like in practice.

BOGO (buy one, get one) is one of the most recognisable promotional formats in retail, but setting it up correctly in ecommerce takes more thought than the name suggests. The rules behind who qualifies, which products are included, and how the discount applies can make the difference between a campaign that drives real value and one that quietly erodes margin. This definition explains how BOGO works, the formats brands commonly use, and what to watch out for when building these promotions.

When people talk about selling online, they often mean a website with a checkout. Digital commerce covers much more than that, including how customers find products, what offers they see, which channels they buy through, and how brands measure whether any of it made money. This definition explains what digital commerce actually includes, how it differs from e-commerce, and why the distinction matters for teams managing promotions, partnerships, and customer journeys at scale.

Most e-commerce teams know how to create a discount, but far fewer have control over what happens to that discount once it leaves their hands. Promotion Experience covers the full journey around an offer, from the rules that define who can use it to the data that shows whether it actually worked. If your promotions are leaking to the wrong audiences or your attribution data is unreliable, this is the concept that explains why.

When a brand wants to reward specific customers without opening a discount to everyone, a member rate is one of the most direct tools available. The term comes up across retail, travel, telecoms, and subscription commerce, but the mechanics and risks are not always obvious. This definition explains how member rates work, how they differ from public discounts, and what controls brands need to stop them leaking beyond the intended audience.

When a campaign drives thousands of bookings, the number alone rarely tells you whether it worked. Average booking value (ABV) gives travel, hospitality, and experience brands a way to measure how much revenue each confirmed booking actually generates, so volume and quality can be assessed together. If your acquisition costs are high, knowing your ABV is often the difference between a profitable campaign and one that looks good on paper but falls short on margin.

When a customer buys through your own website or app rather than a third-party platform, that counts as a direct booking, and the difference has real consequences for margin, data, and customer relationships. Travel brands, hotels, and e-commerce teams often find themselves over-reliant on intermediaries without a clear picture of what that dependency is costing them. This definition explains what direct booking means, how it differs from third-party transactions, and why controlling that channel matters for long-term commercial performance.

If you've ever wondered how travel sites build a personalised flight, hotel, and car hire bundle on the spot, or how retailers combine products and offers at checkout without pre-making every possible combination, dynamic packaging is the answer. The term covers a lot of ground across travel, e-commerce, telecoms, and subscriptions, and the mechanics behind it matter as much as the concept itself. This definition explains how dynamic packaging works, why promotion controls are central to it, and where teams typically run into problems.