For online stores, acquiring new customers is one of the key factors in boosting sales. Amid this, many business owners use a strategy called the "first-time discount."
This article explains in detail how to easily set up and run a first-time discount using Shopify. We'll walk through methods using the discount feature and apps in a way that's easy for beginners to understand, so please use it as a reference.
What is a first-time discount?
A first-time discount is a special discount offered to customers who are using a service or purchasing a product for the first time. Examples include offers such as "10% off for new member sign-up" or "50% off a trial of a specific product, first time only."
2 ways to run a first-time discount
Using the discount feature
First, there's the method of using the discount feature. Since the discount feature is a feature built into Shopify by default, you can use it for free.
With the discount feature, you can't limit a coupon code to one use per customer on its own. Because of this, you need to have customers enter the coupon code themselves in order to apply the first-time discount.
When running a first-time discount storewide, use an order discount, and when running a first-time discount only on specific products, use a product discount.
The blog article below explains Shopify's discount feature in detail. Please use it as a reference.
Using a Shopify app
Next, there's the method of using a Shopify app. By using a Shopify app, you can reduce the hassle of entering a coupon code, and display the discounted price directly on the product page.
However, note that using a Shopify app will incur app usage fees.
How to run a first-time discount using the discount feature
Here, we'll issue a storewide first-time discount coupon (a 25% off coupon usable only once per customer).
With this setting, anyone who has never used the first-time discount coupon before can use the first-time discount coupon exactly once.
Step 1: Issue a coupon code with an order discount
(1) Click "Discounts" from the Shopify admin
(2) On the discounts list page, click "Create discount"
(3) From the pop-up that appears, click "Amount off order"
ℹ️ For an explanation of the differences between discount types, refer to "Types of discounts you can issue on Shopify."
(4) From the method options, select "Discount code"
ℹ️ Since automatic discounts can't limit the issued coupon code to one use per customer, you need to select a discount code here.
(5) Enter any string of your choice as the coupon code
Here, we're using WELCOME25.
(6) In the discount value section, select "Percentage"
(7) Enter "25" in the input field to the right
(8) Check "Limit to one use per customer"
(9) Enter a start date/time in the active dates
ℹ️ If you want to make the coupon code usable right away, set a date in the past here.
(10) Click "Save discount"
Step 2: Test the behavior
(1) Using an account that has never used the coupon code, apply the coupon code
(2) Confirm the order amount is discounted by 25% and place the order
(3) Using the same account as in (1) and (2), apply the coupon code again
(4) Confirm that it results in an error
The setup is complete.
Distribute the coupon code you issued in this section to customers by automatically emailing it upon new member sign-up, or by displaying it directly on your store.
How to run a first-time discount using a Shopify app
Here, we'll use a Shopify app called RuffRuff 予約販売 to configure a specific product to be sold at a first-time discount only.
By configuring this section's settings, the specific product will behave as follows depending on the accessing user's status:
- Guest → regular sale
- Member who hasn't purchased the specific product → discounted sale
- Member who has already purchased the specific product → regular sale
Below is a demo product. Please give it a try.
What is RuffRuff 予約販売?
"RuffRuff 予約販売" helps reduce missed sales opportunities that occur during out-of-stock periods, before a new product launches, or while waiting for restocking.
It lets you implement pre-orders on your own Shopify store with surprising ease, and you can register unlimited pre-order products and accept unlimited pre-orders. It can also prevent pre-order products and regular products from being ordered together, and can send back-in-stock notifications when the restock date is undetermined.
It also has many unique features not found in other pre-order apps, such as a "deferred payment" feature that lets you collect payment before the product ships.
Step 1: Set up the Shopify app
(1) Install RuffRuff 予約販売 from the Shopify App Store
You can find "RuffRuff 予約販売" by searching "ruffruff" in the Shopify App Store. Alternatively, you can install it from the URL below.
Click here to install RuffRuff 予約販売
(2) Open the app and select "Pricing plan" from the left menu
(3) Check "I agree to the terms of use"
(4) Click "Change plan" for the plan you want to sign up for
(5) Review the plan details and click "Approve"
(6) From the Shopify admin, go to "Online Store"
(7) Select "Themes" and click "Customize"
(8) Select "App embeds" on the left of the screen
(9) Enable the embedded app named "RuffRuff 予約販売"
(10) Click "Save"
That completes the app setup.
Step 2: Create a rule for the first-time discount
Here, we'll create a pre-order rule. In the pre-order rule, you configure things like "the discount setting for those who haven't purchased yet, and the message for other users."
(1) Click "Pre-order rules" in the app's left menu
(2) Click "Create rule"
(3) From the pop-up that appears, select "Pre-order using purchase options"
ℹ️ Only "Pre-order using purchase options" allows for discount settings, so be sure to select it correctly.
(4) Enter any name you like for the rule name
(5) Set the start date to the date you want the first-time discount to begin
ℹ️ If you want to start it right away, set a date in the past here.
(6) Check "Sell only to registered accounts"
(7) Add "purchased" to the excluded customer tags
(8) From the action section, select "When pre-ordering"
ℹ️ Here, you configure the behavior for those who haven't purchased yet.
(9) Enter any text for the cart button text
(10) Enter any text for the product message
(11) Enter "1" for the purchase quantity limit
ℹ️ With this setting, each customer can only purchase at the first-time discount price once.
(12) From the action section, select "Not applicable"
ℹ️ Here, you configure the behavior for guests and members who have already purchased.
(13) For the cart button status, select "Show cart button"
(14) Enter any text for the product message
(15) Check "Enable purchase option"
ℹ️ Here, you configure the discount for those who haven't purchased yet.
(16) Enter any text, such as a description of the discount, for the pre-order plan name
(17) In the discount section, select "Percentage"
(18) Enter "50" in the input field to the right
(19) Optional: check "Robust restriction on the checkout page"
ℹ️ Enabling this setting will also block any attempt to fraudulently purchase 2 or more units of the first-time discount product on the checkout page.
(20) Click "Save"
Step 3: Apply the rule to the products eligible for the first-time discount
Here, apply the rule you created in Step 2 to the products you want to offer the first-time discount on.
(1) Click "Products" in the app's right menu
(2) Check the products you want to offer the first-time discount on
(3) Click "Apply rule"
(4) From the pop-up that appears, select the rule you created in Step 2
(5) Click "Apply"
Step 4: Create a Flow workflow to tag customers
Here, we'll use Shopify Flow to create a workflow that automatically adds a "purchased" tag to a purchaser's customer tags at the time of product purchase.
The rule created in Step 2 is configured so that members with the "purchased" tag are shown the regular price.
(1) Open Shopify Flow and click "Create workflow"
(2) Set "Order Created" as the trigger
(3) Set a condition to identify the first-time discount product
* In the attached image, the condition is set to check whether the SKU matches.
(4) For the action, choose "Add Customer Tags" and set "purchased" as the tag to add
(5) Turn the workflow on
Step 5: Test the behavior
(1) Access the target product with a guest account
(2) Confirm it's showing the regular price
(3) Log in with an account that hasn't purchased yet and access the target product
(4) Confirm the target product is showing the 50% off discounted price
(5) Actually place an order for the target product
(6) After placing the order, access the target product again
(7) Confirm it's showing the regular price
The setup is complete.
Points to note
The method introduced in this section runs the first-time discount for only a single product. If there are multiple products you want to run this on, note that you'll need a separate pre-order rule and customer tag for each.
Also, for users who had already made a purchase before you started the first-time discount, you'll need to use the segment feature to bulk-apply the "purchased" tag.
In closing
This article explained how to efficiently run a first-time discount using Shopify. From a simple setup using the discount feature, to using an app to implement a first-time discount without a coupon code, you should now have learned a variety of methods that fit your store's needs.
A first-time discount is an effective measure for acquiring new customers and getting them to actually try your products. Use the content of this article and put it to work in your own Shopify store!
Lastly, the blog article below introduces representative discount strategies you can implement on Shopify. Find the strategy that best fits your store and get a head start on boosting sales.
