Skill: leooooooow/shopee-planner (version 1.1.0)

--- name: shopee-planner description: Plan Shopee Flash Sale, Voucher, and Coins Cashback campaigns with budget allocation and product selection logic for maximum platform traffic and ROI. --- # Shopee Campaign Planner ## Quick Reference | Decision | Strong | Acceptable | Weak | |----------|--------|------------|------| | Flash Sale product selection | Top-seller with ≥4.8★, high review count, fast shipping badge | Mid-tier seller with ≥4.5★, some reviews | New listing, few reviews, slow fulfillment | | Voucher discount depth | 15–25% off with min spend 1.5–2× AOV | 10–14% off with reasonable min spend | <10% or no min spend (margin risk) | | Flash Sale slot timing | 12pm, 3pm, or 9pm (peak traffic hours) | 6am or 6pm slots | Off-peak hours (2am, 4am) | | Coins Cashback rate | 5–10% coins return on high-margin SKUs | 3–4% coins on moderate-margin SKUs | 1–2% coins (negligible incentive) | | Budget allocation split | 60% Flash Sale / 25% Vouchers / 15% Coins | 50/30/20 split | All budget in one campaign type | | Product bundle strategy | Complementary SKUs with 10–15% bundle discount | Same-category bundles at 5–9% off | Random SKUs with no logical pairing | | Campaign duration | Flash Sale: 2–4 hr windows; Vouchers: 3–7 day periods | Flash Sale: 1–2 hr; Vouchers: 1–2 days | Flash Sale >8 hr (loses urgency) | ## Solves 1. **Margin erosion** — Sellers discount too deeply without calculating actual profit per unit after fees and shipping; this skill enforces margin-first selection logic. 2. **Poor product-campaign fit** — Wrong SKUs in Flash Sales (slow movers, low stock) tank conversion and waste slots; skill enforces eligibility criteria. 3. **Budget imbalance** — Over-investing in Vouchers with no halo effect on organic rank; skill recommends balanced allocation to drive both conversion and search ranking. 4. **Missed platform events** — Sellers miss Shopee 9.9, 10.10, 11.11 peak windows or join too late with insufficient stock; skill builds a 4-week pre-event plan. 5. **Coins Cashback underuse** — Many sellers ignore Coins as a loyalty lever; skill identifies high-repeat-purchase SKUs where coins drive LTV. 6. **No post-campaign analysis** — Campaigns run without reviewing ROAS, sell-through rate, or BSR impact; skill includes a 48-hour post-mortem checklist. 7. **Voucher cannibalisation** — Running store-wide vouchers during Flash Sales causes buyers to stack discounts beyond planned depth; skill prevents overlap conflicts. ## Workflow ### Step 1 — Audit your product catalog (15 min) Pull your last 90 days of sales data from Shopee Seller Centre → Business Insights. Identify: - **Flash Sale candidates**: SKUs ranked in top 20% by units sold, ≥4.8★ rating, ≥50 reviews, stock ≥ 3× estimated daily sales velocity. - **Voucher heroes**: SKUs with high AOV (top 30%), repeat-purchase buyers >20%, or strong seasonal relevance. - **Coins SKUs**: High-margin (≥40% gross margin), frequently re-purchased products where coins incentivise return visits. Tag each SKU in a spreadsheet with its campaign type eligibility (FS / V / C / combo). ### Step 2 — Build the campaign calendar (20 min) Map your campaigns to the Shopee event calendar: 1. Check Shopee's official Campaign Calendar in Seller Centre under Marketing Centre → Campaigns. 2. Note all platform-subsidised events (double-digit days, seasonal sales) in the next 60 days. 3. For each event, slot: - **Flash Sale** application 7–14 days before event (Shopee requires prior approval). - **Voucher** activation 3 days before event start, ending 1 day after. - **Coins Cashback** activated 48 hr before event, running through event end. 4. Fill non-event weeks with evergreen Flash Sales on peak traffic days (Friday–Sunday). ### Step 3 — Set pricing and discount logic (20 min) For each campaign type: **Flash Sale pricing**: - Calculate floor price = (unit cost + Shopee fees + shipping subsidy) × 1.05 (5% minimum margin buffer). - Set Flash Sale price at 15–25% below normal price, never below floor price. - Set slot quantity at 20–30% of 30-day stock to create urgency without clearing inventory. **Voucher configuration**: - Minimum spend = 1.5× current AOV for store-wide vouchers; 1.2× for product-specific. - Set total issuance cap = expected daily orders × campaign days × 0.4 (40% uptake assumption). - Choose "Follower-only" for retention vouchers; "All buyers" for acquisition during events. **Coins Cashback**: - Set coins return at 5–8% of item price (in Shopee coins). - Apply only to products with ≥40% gross margin to absorb the subsidy cost. - Stack with Flash Sale only if your margin supports both levers simultaneously. ### Step 4 — Submit and configure (30 min) 1. **Flash Sale**: Go to Marketing Centre → Flash Sale → Apply for Flash Sale. Select time slot, add eligible SKUs, set discounted price and quantity, submit for review. 2. **Vouchers**: Go to Marketing Centre → Vouchers → Create Voucher. Configure type (store-wide vs. product), discount, min spend, issuance cap, validity dates. 3. **Coins Cashback**: Go to Marketing Centre → Coins Cashback → Join Campaign or set up custom Coins offer if not on a platform event. 4. Double-check that no two campaigns create conflicting discount stacks beyond your planned depth. ### Step 5 — Pre-launch stock and logistics check (10 min) - Confirm stock levels cover Flash Sale quantity + normal organic orders for the campaign window. - Set your shop's processing time to 1 business day or less to maintain Preferred Seller status during high-traffic periods. - If using a 3PL or warehouse, notify them of expected volume spike 48 hr in advance. - Enable "Auto-extend" for Vouchers only if you have stock depth to support extended demand. ### Step 6 — Monitor and optimise during campaign (ongoing) - Check Seller Centre → Live Dashboard every 30 min during Flash Sale windows for stock depletion rate and add-to-cart vs. purchase ratio. - If CTR is high but conversion is low (<2.5%), investigate: price too high vs. competitors, poor hero image, or slow page load. - If stock deplets faster than expected, pause the Flash Sale slot early to avoid overselling. - Track Voucher redemption rate hourly: <5% after 2 hr signals low visibility — boost via Shop Decoration banner or Shopee Ads. ### Step 7 — 48-hour post-campaign review Pull the post-campaign report from Marketing Centre → Campaign Report. Evaluate: - **Flash Sale**: Sell-through rate, ROAS, BSR rank change, new follower uplift. - **Vouchers**: Redemption rate, average basket uplift vs. non-voucher orders, new vs. returning buyer split. - **Coins**: Repeat purchase rate in 14 days post-campaign, coins redemption rate. - Document learnings in your campaign log and adjust next cycle's product selection, discount depth, and timing. ## Examples ### Example 1 — 9.9 Super Shopping Day Plan (mid-sized fashion seller) **Context**: A women's fashion seller on Shopee MY with 800 SKUs, AOV MYR 89, top 10 SKUs drive 60% of revenue. **Catalog audit results**: - Flash Sale candidates: Floral Wrap Dress (4.9★, 312 reviews, 40 units/day velocity), Ribbed Crop Top (4.8★, 198 reviews, 28 units/day). - Voucher hero: Premium Blazer Set (AOV MYR 189, 35% repeat buyers). - Coins SKU: Everyday Basics Bundle (52% margin, ordered 2.1× per buyer per quarter). **Campaign plan**: | Campaign | SKU | Discount | Config | Budget | |----------|-----|----------|--------|--------| | Flash Sale 12pm | Floral Wrap Dress | 20% off (MYR 72→58) | 60 units, 2-hr slot | Platform fee only | | Flash Sale 9pm | Ribbed Crop Top | 18% off (MYR 45→37) | 40 units, 2-hr slot | Platform fee only | | Store Voucher | All orders | MYR 10 off, min spend MYR 80 | 500 issuance, 8–10 Sep | MYR 5,000 cap | | Coins Cashback | Basics Bundle | 7% coins return | 9 Sep only | MYR 800 subsidy | **Budget split**: Flash Sale (platform-subsidised, no direct cost) / Vouchers MYR 5,000 / Coins MYR 800 = Total MYR 5,800 marketing spend. **Expected outcomes**: 3–4× baseline daily orders on 9 Sep, 15–20% new follower uplift, BSR top-3 in category during event window. --- ### Example 2 — Evergreen weekly Flash Sale plan (electronics accessories seller) **Context**: Shopee SG electronics accessories seller, low AOV SGD 18, high volume, thin margins (25–30%). **Challenge**: Flash Sale slots are competitive; margins too thin for deep discounts. **Solution approach**: - Select only the two highest-reviewed, highest-velocity SKUs: USB-C Hub (4.9★, 890 reviews) and Screen Protector 3-Pack (4.8★, 540 reviews). - Price discount at exactly 12% (minimum viable for Flash Sale visibility without breaching floor price). - Slot quantity = 50 units each (creates urgency, not a margin massacre). - Run every Friday 3pm slot for 4 consecutive weeks to build search rank momentum. - Pair with a follower-only voucher (SGD 2 off, min SGD 15) running Mon–Thu to capture mid-week repeat buyers — no overlap with Flash Sale discount stacking. - Skip Coins Cashback entirely (margins too thin). **Result after 4 weeks**: Flash Sale BSR improvement from position 28 → 9 in "Phone Accessories", organic daily orders up 40%, voucher redemption rate 31% (above 20% target). ## Common Mistakes 1. **Applying for Flash Sale with low-stock SKUs** — Shopee penalises cancellations if you run out of stock mid-slot. Always buffer 30% extra stock above your Flash Sale quota. 2. **Setting minimum spend too low on vouchers** — A MYR 5 off with no minimum spend trains buyers to wait for vouchers instead of paying full price. Always set min spend at ≥1.5× AOV. 3. **Running Flash Sales and store-wide vouchers simultaneously without checking stack depth** — Buyers can apply both, easily pushing your effective discount to 35–40% and eliminating all margin. 4. **Ignoring Shopee's Flash Sale application deadlines** — Major double-digit events (9.9, 10.10, 11.11) require Flash Sale applications 10–14 days in advance. Sellers who apply the week before are rejected. 5. **Setting Flash Sale quantities too high** — Large quantities eliminate urgency, reduce "almost gone" social proof, and often lead to poor sell-through, wasting your slot on Shopee's algorithm. 6. **Using Coins Cashback on low-margin SKUs** — Coins cost you real money (Shopee debits your balance). Running coins on a 15% margin SKU wipes your profit entirely. 7. **Not monitoring the live dashboard during Flash Sales** — A Flash Sale with a broken image, incorrect price, or stock error will silently fail. Sellers who don't monitor in real-time lose the entire slot. 8. **Over-promoting new SKUs in Flash Sales** — New listings with <20 reviews convert poorly even with steep discounts. Shoppers look at ratings first. Use vouchers and Ads to build reviews before Flash Sale submissions. 9. **Forgetting to turn off vouchers after events** — Post-event vouchers running into the following week can continue bleeding margin without event-level traffic to justify the spend. 10. **No campaign log or post-mortem** — Sellers who don't document campaign results repeat the same mistakes. Maintain a simple log: date, SKU, discount, sell-through rate, ROAS, and notes. ## Resources - [Output Template](references/output-template.md) — Campaign plan document template for presenting to team or operator - [Shopee Campaign Calendar Guide](references/shopee-campaign-calendar.md) — How to read Shopee's event calendar and build your 90-day campaign roadmap - [Discount & Margin Calculator](references/discount-margin-calculator.md) — Formulas and worked examples for calculating floor price, voucher cost, and blended ROAS - [Quality Checklist](assets/campaign-checklist.md) — Pre-launch, live monitoring, and post-campaign review checklist


Security scan verdicts — ClawScan: clean | static analysis: clean | VirusTotal: clean | SkillSpector: clean (LOW)