Defense Commissary Agency: Holiday Virtual Visa

The Defense Commissary Agency operates a chain of commissaries that provides tax-free groceries for military personnel, retirees, and their families. Harthill Marketing Services and their client, the Defense Commissary Agency, partnered with 3 tier logic to launch their national ‘Holiday Virtual Visa’ gift with purchase program, exclusive to participating products and American commissary patrons. This was the second activation that the Defense Commissary Agency activated with 3 tier logic in 2022.

Program Objectives

• Boost product purchasing

• Improve brand engagement

• Drive brand loyalty

• Capture consumer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for the Defense Commissary Agency’s ‘Holiday Virtual Visa’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase 5, 10, or 15 participating products from brands like Betty Crocker, Kraft, or Jimmy Dean in one transaction from participating commissaries, they are eligible to receive a $5, $10, or $15 Virtual Visa card depending on the number of products purchased. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with their Virtual Visa card and instructions on how to redeem it.

With PLATFORM³, the Defense Commissary Agency was able to capture valuable information about their consumers’ purchasing habits throughout the duration of the promotion. The Data Capture & Analytics module provides actionable insights into users’ activity on the microsite. The Defense Commissary Agency is able to use this data to make well-informed decisions and design future promotions for continued sales, engagement, and customer loyalty.