Guide

Best practices for running an FMCG till slip campaign

By Andrew Walmsley · 2 December 2024 · Updated 3 November 2026 · Smartslip.ai, built by Brazen Labs

A clipboard, a gold check and a folded receipt.

Done properly, a till slip campaign can lift sales, deepen loyalty and hand an FMCG brand data it can use next time. The path is structured: a goal, a platform people already use, an entry that feels easy, and a result you can measure.

1. Define the objective

  • Increase sales of a product, or of a bigger basket.
  • Build awareness of a new line, or remind people of one they know.
  • Collect insight on how people actually shop.
  • Drive engagement through a competition, loyalty or a reward.

The goal picks the mechanic. Sales often wants a discount or a giveaway. Engagement often wants a competition that rewards coming back.

2. Choose the platform

  • WhatsApp, widely used in South Africa, for a photo and a real-time reply.
  • A branded app or loyalty programme, when people should also see their balance.
  • A website, when the campaign is large and you want a structured upload.

3. Design the experience

  • Keep the entry obvious. People should know what to send and what they get.
  • Offer a reason: a discount, a draw, or points.
  • Confirm the entry straight away, so the campaign feels fair.
  • Use what the slip shows to send an offer that fits that basket.

4. Stay compliant and transparent

Publish the rules: who can enter, the dates, and how winners are chosen. Check slips so a duplicate or a tampered photo does not sail through. Follow local rules on data and consumer promotions. The terms are the brand’s. Smartslip.ai is not legal advice. The trust questions live in the trust centre.

5. Promote it

  • In store: shelf talkers, signs, and the pack itself.
  • Digital: the site, social, and email.
  • Partners and influencers, when you need the story to travel.

6. Measure it

  • Sales uplift: before the campaign, and during it.
  • Engagement: entries, submission rate, and people who entered more than once.
  • The slips: which products, and when people entered.
  • Return: what it cost to run, against the sales and the visibility it bought.

7. Follow up

Thank people, name the winners, and give participants a reason to hear from you again. The campaign should not go quiet the day the draw closes.

To plan one, email andrew@brazenlabs.co.za. The short version of how these campaigns work is in till slip campaigns explained.

Related questions