Improving Teva’s Newsletter Sign Up Flow & Enhancing the Use of the Welcome Coupon

Goals

• Maximizing sales through the newsletter welcome coupon use by improving the coupon visibility onsite.

• Enhancing the loyalty toward Teva through improving overall shopping experience by making it easier for a customer to receive a coupon and to use a coupon for their first order.

Business Background in Japan

• The newsletter welcome coupon is the coupon that a Teva customer can receive when they signed up for the marketing communication. It is one of the most important revenue drivers among new customers (approximately 40~50% of Teva’s total revenue are via the welcome coupon, approximately 25% in HOKA’s total revenue)

• Less and less customers are utilizing the welcome coupons since the transition from Wunderkind to Attentive. For example, the coupon shares in Teva has declined from 54% to 42% (comparing April to October in FY24 and FY25).

• The difference between Wunderkind and Attentive was that we were able to display coupon code onsite as well as within the welcome email so that customer can continue shopping without leaving the site to visit their email platform to check the coupons.

Requirement/Desired Flow

1 Create a newsletter sign up popup that shows a unique coupon instantly

• Should enable customers to sign up to a brand’s newsletter via a popup sign up unit

• Should be able to check the user’s subscriber status and show/hide the coupon accordingly.

- If the customer is eligible for a welcome coupon (the customer hasn’t registered to the newsletter already or has registered but hold a valid coupon), a unique coupon code appears within the popup instantly.

-If the customer is not eligible for the coupon (the customer has already registered to the newsletter before and received a coupon), the popup closes.

2 Create an echo banner that displays the coupon code onsite until it’s expired or used

• Should enable customers to see and copy the valid coupon code while shopping onsite.

• Should disappear once the coupon has been used (instantly after being used) or expired (after 1 month from being issued).

3 Enable the real time data exchange between onsite and Cordial

• Cordial being a platform to send the welcome emails that contains the welcome coupon, and the coupon reminder emails, it is important that the website and Cordial shares the same up-to-date coupon status. The sign-up unit and the echo banner should be able to communicate if a coupon has been used and when it expires to Cordial in real time.