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Loyalty

A loyalty programme defines how your members earn value and what they can do with it. It is permanent: campaigns build on it for a period.

How it fits together​

Programme
├── Points ── earned through earning rules
│            └── spent through redemption rules
├── Tiers ── steps based on the member's activity
└── Members ── each with their own balance and tier

An account can have several programmes (for example, one for consumers and another for professionals). The number depends on your edition.

Points​

Points are the unit of value. They accumulate in the member's balance when an earning rule is met and are deducted when a redemption rule is used. A programme can have points that expire or that are permanent.

Earning rules​

They say when points are granted. The types are:

TypeExample
By amount1 point for every euro spent
By transaction50 points for each purchase
By actionPoints for sign-up, birthday, review, a visit or sharing on social media
MultiplierDouble points on top of another rule

A rule can be limited by dates, by segment or by number of uses.

Redemption rules​

They say what the member can do with their points: exchange them for a discount, for a catalogue reward or for an experience, use them in part, or pay a fixed cost.

Tiers​

A tier is a step in the programme (for example, Bronze, Silver and Gold). Each tier can give its own benefits, such as multipliers or exclusive rewards. Tiers depend on the edition.

Other ways to reward​

  • Cashback: the member receives money instead of points. It is approved and paid out separately.
  • Referrals: each member has a code to invite others; both can receive a reward.
  • Stamp cards: the classic "tenth one free". They work without points.
  • Families: a group of members can share points.

How it relates to campaigns​

A campaign modifies the programme for a while: double points in July, a bonus per receipt. It doesn't replace it. When the campaign ends, the programme stays as it was.

Where to configure it​