Case studies / Clique
One item earned the gift. Two items did not.
Clique put NZ$24.99 running socks behind one item and a NZ$99 gym bag behind two, across the same 27 tights. Only one of the two counters ever moved.
Visit cliquefitness.com ↗
01 / The problem How much do you ask for?
Clique sold compression tights in New Zealand. Tights get bought one pair at a time, and the rest of the range, socks, a bag, a second pair, is what nobody arrives looking for.
The question was never whether to give something away, but what the gift should cost the shopper. Ask too little and the stock goes to orders you already had. Ask too much and nothing moves.
Why the usual incentives were a poor fit
- Sitewide sales
- Clique ran them through the winter, 30 per cent off winter warmers, then 25 per cent off almost everything. A sale moves every price and names no second item. cliquefitness.com
- Discount codes
- A code has to be remembered and typed in, so it reaches shoppers already hunting for one. AOV.ai analysis
- A more expensive gift
- The obvious answer to a quiet offer is a better prize. It costs more per claim and still leaves the shopper guessing what earns it. AOV.ai analysis
What is the smallest thing you can ask a shopper for?
02 / The campaign The same bag behind two different doors
The first offer was plain. Spend NZ$250 and the CLQ Gym Bag, NZ$99 on its own, is yours. One per customer, no end date.
Five months later the same bag returned behind a different door: buy two items from a list of 27 tights. That version had everything switched on, a promotion card, a countdown, a congratulations bar, a floating button reading GET YOUR FREE GYM BAG.
Then a third offer opened alongside it, and this time the gift was cheap. Buy one item from the Built to Run collection and take CLQ Reflect Run Socks, NZ$24.99, in black or white.
Every rule is doing a job. One per customer means the gift buys a first purchase instead of a rebate people wait for. And nothing drops in by itself: the shopper opens the gift box and takes it.
The two triggers are different machines. The bag pointed at a fixed list of 27 tights. The socks pointed at a collection, so its range moved whenever the collection did, and within five days it was down to 23. The homepage said so in full: FREE RUN SOCKS WHEN YOU CHOOSE FROM OUR 'BUILT TO RUN' COLLECTION.
03 / The outcome The cheap gift behind the low bar won
Orders that claimed the gym bag at the NZ$250 threshold.
That is the store's own counter on the cart value offer, the longest run of readings here. It took ten days to reach 40, then another month to reach 7 six weeks later read 73.
Read that line carefully. The first ten days ran at four orders a day. The next five added three between them. The month after that settled near one a one. Nothing was touched in between. A sevenfold swing with no change at all is why a claim count cannot tell you what a setting did.
The real comparison is the other one. In October 2025 two offers pointed at the same 27 tights, matched name by name. One asked for a single item and gave back NZ$24.99 of socks. The other asked for two and gave back the NZ$99 bag.
Now the honest part. Both offers Clique parked in the daily deal slot read zero, and all three in the gift slot read a number. Two cases is not a rule, but this zero may be a counter that was never counting rather than an offer nobody took.
AOV.ai has published a figure for this store: a 13 per cent lift in average order value and a 24.16 per cent rate from promotion views to add to cart. It describes the two item gym bag setup, the offer whose counter never moved. Neither number can be checked against anything public.
04 / What this case shows Lower the bar before you raise the prize
The same bag sat behind two doors. Spend NZ$250 and 73 orders walked through. Buy two pairs of tights and the counter never moved. Then the ask dropped to one item, the prize dropped from NZ$99 to NZ$24.99, and the counter filled faster than anything else in the store.
If your gift offer is quiet, reach for a smaller ask before a better gift.
So put this to your own offer. What is the cheapest thing a shopper can do, out of what they already meant to do, that still earns the gift? Clique's working answer was one item from a range they were already browsing. The answer that went nowhere was two.
It does not travel everywhere. If your product already sells in pairs or sets, asking for two is no stretch, and the one item version gives away stock on orders you had coming.
The campaigns are no longer on cliquefitness.com, and the address now goes to cliquecompression.com. The gift box went on showing the NZ$250 milestone for a year after that campaign left the live list. Offers get retired. The widgets advertising them do not.
