Frugal Friday/Friday Special Program 

How do we keep our existing customers coming back week after week?​

By creating a consistent cadence of new, recurring offers, we can prove to them that we exist to help them save all week long while deepening our emotional connection with them. Brands that do this well maintain a clear message and benefit. 

Positioning ​

Zulily is here to help you save all week long, but on Fridays there’s an extra special way to save money. We’ll offer new, first-time markdowns on our best products so customers can get them at a marked down price before anyone else.

A Holistic Promo Strategy 

By integrating our promo messaging across several marketing channels, we’ll widen our reach and give it the best chance to succeed. 

The program name changed from Frugal Friday to Friday Special about 10 weeks into launch/testing. We learned the "Frugal Friday" naming wasn't particularly interesting to customers after testing SL/PHs and different price point mentions paired with the naming convention. To explore further into the naming convention, I suggested a simpler name that was easier to understand for the customer and set up program equity the customer could come to depend on on Fridays. The Frugal part became superfluous, but the "specialness" of the program being on Fridays only was of more interest to customers. 

After a few months of testing the naming conventions and discount themes of the program, we more than doubled projected demand.

Projected Demand: $4,430,000
Sum Total of Demand: $9,434,062

After 10 weeks of name convention testing, I proposed the name "Friday Special" and all design lock-ups & assets changed to this naming convention. I wasn't fond of Frugal Friday to begin with but it was suggested by higher execs. The name Friday Special evoked a "once a week" type of hype that more aligned with the program's original intention. Customers responded well to this and looked forward to a special grouping of themed deals every Friday.