Overview of Sweepstakes Overlays for eCommerce Sites

Turning your existing eCommerce storefronts into an entry point for purchase-to-enter sweepstakes is a common method for driving product sales directly across owned channels.  It works like a classic sales offer, with a different payoff: instead of a discount, each qualifying purchase earns entries into a grand prize drawing, giving shoppers a reason to buy at full price.

As with all purchase-to-enter activations an alternate means of entry (AMOE) is required to maintain legal compliance.  

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Primary Goals: eCommerce sweepstakes can  help you:

• Drive full-price purchases by offering a chance to win instead of a discount  

• Lift basket size and purchase volume since more purchases can earn shoppers additional entries

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Technology: Sweepstakes run across your eCommerce platforms can be a direct overlay to your existing storefront. Each purchase of a qualifying item earns entries into the prize drawings. RTM can take in the entrant data from each purchase in real time through an API-integration with your eCommerce platform or data can be provided to RTM via a bulk transfer at the conclusion of the promotion prior to the drawing.

Prior to randomized winner drawings, entries are tabulated with any product or period multipliers and AMOE entries are merged in to create a complete set of entries to draw against.

RTM offers comprehensive support for eCommerce sweepstakes with our PromoAdmin™ for eCommerce suite of services. This includes everything that you need to set up and run a successful sweepstakes overlaid on existing eComm channels:

• Official rules drafting and compliance consulting

• Bonding & registration

• Marketing material and collateral review

• Alternate means of entry (AMOE) set up and entry management

• Entry tabulation and random winner selection

• Winner outreach, declarations, and paperwork

• Prize procurement and fulfillment support

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Strategic Considerations and Frequently Asked Questions:

How long should you run your sweepstakes for?

Most purchase-to-enter sweepstakes for eCommerce sites are 1-month long

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Should you offer an entry multiplier during certain periods?

Yes. If there is a key sales period within the overall promotion period you can consider adding in a multiplier for entries earned from purchases during that period The same multipliers must be available to AMOE entrants during the same period.  

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Should some products earn more entries than others?

Yes. You can add multipliers to the key SKUs you most want to drive sales for.  

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What should the prize be for your sweepstakes?

For purchase-to-enter sweepstakes, consider high-value, aspirational prizes like large cash prizes, vehicles, or once-in-a-lifetime trips. For prizes valued over $5,000, your promotion will need to be bonded and registered with applicable states such as New York, Florida, and in some cases Rhode Island.

As a leader in promotion administration for eCommerce sweepstakes, Realtime Media is a strategic partner invested in your success. We’ll help you work through each of these questions and build a promotion blueprint that meets your goals, complies with no-purchase-necessary laws, and follows industry best practices.

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Case Study:

RTM continues to partner with Ridge on its annual summer sweepstakes, managing promotion administration and compliance across the U.S. and international markets.  

This eCommerce sweepstakes offers users entries into grand prize vehicle or cash drawings for purchasing qualifying products each summer. Check out the full case study here.

Want to set up a sweepstakes for your brand to run across eCommerce channels? Reach out to RTM today and connect with a member of our solutions and strategy team.