Create and manage real-life events in the Dutchie Marketing Suite

The Real-Live Events feature allows retailers to track brand awareness, acquire new customers, and measure the ROI of in-person activations like store openings and festivals. This versatile tool can be used for many different use cases. 

Some examples:

• Ongoing Community Building (Examples: run clubs, local recurring meetups): Foster long-term brand affinity by hosting recurring local meetups. Consumers can join at any point and earn an automated loyalty point boost for joining.
• High-Impact Launch Events (grand openings, new product launches): the Events feature can be used to drive foot traffic during critical windows, like a grand opening or launch of a new product. Use the platform to manage high-volume check-ins and reward attendees with exclusive "swag kits" featuring a free pre-roll and branded tote bag.
• Off-Site Lead Generation (concerts, festivals, local events): Capture "top-of-funnel" interest at events that take place outside your shop. Distribute unique QR codes at local concerts, festivals, and local events; folks can redeem for a free pre-roll or other product of your choice.
• Brand Partnerships (in-store popups): Host a short 4–5 hour pop-up with a partner brand where customers receive an immediate 20% discount on featured products, allowing you to track the specific lift from vendor-driven events.

Things to know

• You must have the appropriate marketing permissions to access the Events tab
• This feature is designed for offline or “real life”  events, such as grand openings, in-store pop-ups, concerts, or festival flyer distributions.
• The system automatically creates a customer segment for every event created in the back office..
• If you select an existing discount for an event, the system limits choices to future discounts to prevent interference with active in-store promotions.
• This feature may be called Events, IRL Events, or Real-Life Events.

View existing events

From Dutchie POS back office go to: Marketing > Events.

From here you can:

• View a list of events
• Search for events and filter by the event status (Draft, Scheduled, Active, Completed, Disabled).
• Click the 3 dots (...) next to an event to:
  • Copy a link or download a QR code associated with the event
  • View the segment associated with the event
  • Disable or Delete the event
  • Create a new event

Create a new event

The event creation wizard combines event configuration with incentive setup to streamline the process. Note: You can click Exit to save and exit if you need to leave and come back to edit your event later.

1. From Dutchie POS back office go to: Marketing > Events.
2. Click Create an event.
3. Fill out the event details and click Next.
   
   
   
    
   • Add an Event Name.
   • Choose an Incentive Type:
     1. No incentive: Attendees check in without receiving a reward.
     2. Point boost: Attendees receive a specific number of loyalty points (e.g., 100 points) that can be set to expire after a certain number of days.
     3. Discount: Attendees receive a specific offer, such as a percentage off or a free item. Users can create a new discount within the Event wizard, or select an existing discount (future discounts only).
   • How long will it run? Include the start and end date for the event itself.
4. Loyalty Integration: To receive the reward, are consumers required to opt into the loyalty program?
5. Tag your event: Add marketing tags to help organize and track your event.
6. Click Next.

Event form messaging

Here you will be able to customize the event title and description customers will see before and after they sign up for the event. Customers will also 

1. Fill out the event form messaging for the sign-up form and post-sign up form, including titles and descriptions. You can review the previews to see how the experience appears on a mobile device.
2. Add the URL for your “Shop Now” landing page.
3. Click Next.

Review event summary

1. Review the event Summary to ensure all details of your real life event are correct. You can still edit any of the details of your event from here.
2. When you feel your event details are complete, click Create Event to complete the event set-up.

Track event performance

The Events dashboard provides deeper analytics than standard sign-up forms by tracking long-term customer behavior.

1. Navigate to Marketing > Events.
2. Select your event from the list to view the Analytics and Summary tabs.
   
3. Click Analytics to view the event dashboard. 
   • From here you can track details of your event like total attendees, orders placed, total revenue, loyalty enrolment, and AOV. You can also view event funnels filtered by total attendees, or new and existing customers. You can also copy a link or download a QR code associated with the event under Event Assets.
4. Click Summary to see a read only summary of your event details.

Related articles

• Overview of Loyalty Marketing Suite analytics