After launching your program, you can create as many rules as necessary. The loyalty rules allow you to setup point or reward attribution based on certain conditions (“buy 3 get one free” or “birthdays”). As soon as the conditions are met, the outcomes of the loyalty rule will be applied.
Creating loyalty rules: the settings (right-hand-side menu)
- General information: you’d better name your rule by addressing its specific scope to easily identify it in the list of rules in your loyalty program
- Activation: This is where you define the scope/tier. You shall select at least one tier for the rule to be valid (only valid for tiered programs). Calendar: you must define a start and end date (optional) for your rule.
- Restrictions: this is where you can set how many times the outcome of a rule can be achieved (for example to avoid potential fraud). “Unlimited”: the rule will work each time if members trigger it several times. “Limited”: the rule can be limited to be triggered a certain amount of days, weeks, months, or years.
In pills:
- Rules are not retro-active (only people entering the rule from the moment of launch will be targeted)
- The end date is optional
- Enable restrictions to avoid fraud
Creating a rule-based on sales events (purchase)
The purchase condition is linked to the receipts table and loyalty contacts associated with the receipt. When selecting “purchase”, you will have a variety of options to narrow down your search on specific elements of the sales tables such as specific stores, order lines or products.
Below we have listed the meaning of those filters and some examples of how to use them:
1. Amount spent:
In most of the cases, the field of the receipt used is "total_amount". However, if you select a specific product or a type of products (category, brand, etc.), the field used to calculate the amount will be on the receipt lines table: "total_line_amount".
Please note that Loyalty is meant to work on only one currency. If your Loyalty program is deployed in countries that have several currencies, you have two solutions: either you create a Loyalty program per currency, either you make conversions so that all the receipts in Splio have the same currency.
- Total amount: when members have spent over X€ overall with your brand (ex: for the big spenders)
- Per transaction amount: when members have spent a specific amount of money but in only one receipt (ex: for the occasional spenders, who purchase at least 50€ each time on special events)
- Every X: when members have been spending a considerably high amount of money on punctual occasions (ex: for frequent buyers spending during seasonal events or holidays)
- Every X (per transaction): when members reach an amount on each transaction/receipt (ex: for less frequent buyers purchasing a specific product in one receipt)
- Until | Starting from amount spent: when members reach a threshold of X€ spent, you can reward them, you can also reward them from a limit of € spent. Such behaviour works only if the filter “total amount” has been enabled (ex: for narrowing down the cluster of your members, identifying only the buyers who spent higher than 50€ and reward them differently)
- Must be completed in: this can be applied when you want to set a specific date or timeframe for members to complete the rule (ex: for chasing a purchase asap, thus rewarding your members with still available rewards that have not expired yet)
2. Number of transactions:
To react to the number of purchase events (measured by receipts).
- Every x transactions: when members have purchased more than once (ex: rewarding repeating buyers by counting the number of single transactions they’ve done)
- Total transactions >=: when members have purchased several times, here you specify the number of times (ex: rewarding repeating buyers by counting the number of overall transactions they’ve done)
3. Quantity:
- Total quantity >=: if all the receipts contain x products or more
- Per transaction quantity >=: if one receipt contains x products or more
- Every X items (per transaction): every x products purchased by the member (per receipt)
Use case: you will purchase a pullover of category winter (targeting = products), which costs 120€. You will get your NQ points multiplied by 3 to upgrade faster to next tier.
Creating rules based on non-sales events
1. E-mails
Openings: In this article, we are showing examples of conditions using email openings. Please note that this metric will be impacted by the Apple Mail Privacy protection.
There are two conditions that can be used in rules based on email behaviour: “Every email opened” and “Every email clicked”.
*This rule works only if interactions have been enabled.
As for sales events, you can also narrow down the rules by applying filters such as campaign category, device type and link category (filter only enabled in the “Every email clicked” condition). When you use this type of rule, please check with your contact at Splio, because it is using a lot of resources on the Loyalty engine.
Use case: tomorrow you are sending out your promotional newsletter. For any click on your email, your members will receive 1 extra qualifying point.
2. Interactions
Interactions can be set up in the Data module and enable you to track the behavioural data of your customers. In other words, you can track specific types of events such as attending / performing an event, rating online products or visiting a selected store. For more info on Interactions, review our article.
Use case: the Mobile Wallet Pass registration is synched using a custom interaction. Create a rule to grant 50 extra non-qualifying points to your loyalty members who added the Pass.
Use case: your customers who have been referred or referred new customers with Referral will be attributed extra points. This can be done directly in the rule by using an Interaction.
You can find out more about Mobile Wallets and Referral here.
3. Birthday
The birthday condition does not allow any filters. Instead, it is usually combined with another condition such as the purchase condition to create rules that grant special offers related to birthdays.
The birthday date taken into account in Loyalty is a system field of the Loyalty table. If you have only the birthday date as a custom field of the contact table, this won't work.
- Precise birthday date allows the rule to work on the exact day, week, or month of the member’s birthday.
- During X Days after birthday allows the rule to work X days after the member’s birthday.
Use case: you want to reward members whose birthday is today with a 10€ voucher to use on their next purchase.
4. Tier movements
With Tiered programs, you can create rules that apply only when a member goes from a specific tier to another one.
- Tier upgrade | downgrade: when members go up or down from one Tier to another, you can decide to credit or debit points, attribute Tier welcome rewards...
- Tier from | to: when members move from one Tier to another (for example from Tier #1 to Tier #3 or vice versa) and you want to specify the Tier they come from (Tier from) or they go into (to).
- Promoted to VIP tiers: the VIP Tier is separate from the other Tiers and can be used for example for a specific employee tier. If you want more details on this, you can refer to this article.
Use case: you want to give a specific reward to members who jump directly from Bronze to Gold, without going through Silver.
5. Program subscription
The subscription conditions are meant to be combined with purchase conditions to create offers directed at newly subscribed program members.
- Subscription date will trigger the rule for each program member on the day they have subscribed.
- During X Days after subscription will set a timeframe on a rule based on the member’s subscription.
Use case: you want to give NQ points multiplied by 3 during the 5 days after their subscription to the program.
Attributing points and rewards with Scenario
Some specific use cases of points and rewards attribution can't be done with the Loyalty rules. A few examples:
- rules based on list subscriptions: you want to give a few points to a member who just subscribed to your newsletter
- rules based on custom fields of the contact table: you want to reward clients who have a specific favorite store
- rules based on member inactivity: you want to give a reward to members who did not purchase for 180 days
For all of these use cases, the workaround consists in creating an automated campaign in Scenario with a point / reward attribution as an action.
Creating loyalty rules: focus on the outcomes
Outcomes (output) are the effects returned by the rule such as points and rewards. You must define at least one outcome to make a rule valid.
You can add more than one outcome to your rule.
Qualifying/Non-qualifying points
- Credit: this will grant points
- Debit: this will take out points
- Reset: this will set the points balance to 0
- Multiplier: note that this option is only available when a timeframe is set (for example: 7 days after the birthday => points are multiplied by 3).
Rewards
This outcome allows you to assign a reward to the loyalty program member. After this step, the customer can redeem the reward online or in store, using the unique attribution ID code. For more info, read our article on this topic.