Loyalty Rules Overview
The Loyalty Rules Module allows you to set the foundational rules that orchestrate how loyalty program members can earn points and other rewards. When a customer joins a loyalty program, these loyalty rules are the foundation for the earning opportunities presented to them; for example, “Earn 2 points for each dollar you spend.”
Additionally, loyalty rules do differ from campaigns, which utilize rules that cannot be targeted to specific members or segments and must run indefinitely.
Loyalty Rules Dashboard
This Loyalty Rules dashboard allows you to view and manage all existing loyalty rules from a single location.
Loyalty Rule Attributes
Several loyalty rule attributes are visible on the dashboard.
Rule Status – The status of the rule is indicated with a tag that appears in the rule view, along with any rule detail pages. Rule statuses include:
- Draft – The rule definition is in process; however, the rule is not yet activated.
- Active – The rule is defined and activated. It is currently rewarding outcomes.
- Pending – The rule is defined and activated, but the rule “start date” is in the future.
- Paused – The rule is temporarily suspended.
Rule Name – The rule name is a searchable field that identifies the rule.
Behavior Type – This column refers to the behavior types included in the behavior builder: engagement, location, and/or purchase.
Capped – Rules can be capped to limit the number of times a reward is awarded to a customer within a specified time period or lifetime. Value can be set to “yes” or “no.”
Offer – This attribute refers to the outcome type(s) defined in the loyalty rule outcome builder.
Several dashboard controls are present within the dashboard to assist with sorting and filtering loyalty rules.
Sorting – Column titles that can be clicked to sort the list of rules shown in the Loyalty Rule dashboard.
Filtering – Various filter controls are provided to refine the list of rules shown in the Loyalty Rule dashboard. Controls include:
- Status – Filter by rule status.
- Type – Filter by rule behavior type.
Creating a New Loyalty Rule
In the Loyalty Rules Module, you can define behaviors and outcomes to drive the types of engagements you want customers to perform.
Behaviors and outcomes are powered by the SessionM Rules Engine which works behind the scenes to evaluate a wealth of customer engagement, location and purchase data for our clients. This information is processed daily in real-time through the SessionM Events API, Mobile App SDKs and integrated client CRM and Point-of-Sale (POS) systems.
Behaviors are the specific events and corresponding rules that you want customers to perform as part of a loyalty rule. They are defined using events and their associated metadata. Behaviors can be simple (buy a coffee, watch a video visit a store) or more complex (buy a coffee and a scone, muffin or bagel during morning hours at a store in Boston).
For each rule, you can model sophisticated combinations of customer behaviors to be evaluated by the SessionM Rules Engine in real-time and then award various outcomes to customers when they complete the behaviors.
Name Loyalty Rule
The first step to creating a new loyalty rule is establishing a rule name. This searchable name identifies the rule within the Loyalty Rules dashboard.
Adjust Targeted Properties
During the naming process, you can adjust the properties that can be targeted with the loyalty rule. This function allows you to target the rule to one or more specific properties.
The targeted properties default setting is to target all of your digital properties.
Define Loyalty Rule
Once you name the loyalty rule, you enter the behavior/outcome setup screen.
From this screen, you can set up a behavior by defining a few fields:
Event List – Define what the customer must do by selecting an event from the events list. Available events are those defined during integration, which may include purchase events, geolocation related events and engagement events implemented in your mobile and desktop apps. You may also define a behavior from a custom-named event; this is any event that has been integrated into your app but is not yet aliased to be a selection in the dropdown.
Number of Instances – Determine how many times the customer must trigger the relevant event to create a behavior rule.
Optional Conditions – Some events may include optional conditions which can refine the rule further. Based on the rule, conditions may include “Channel,” “Timeframe,” “Minimum Time Between Events,” “Day Part,” etc.
Add Rule – If the customer must perform additional behaviors as part of this loyalty rule, they can be added by clicking the Add Rule button. Once multiple rules have been established, you have created a rule group.
When additional rules are added within a group, a dropdown box appears giving you the choice to require that customers complete “All” of the rules or “Any” selection of rules.
Add Group – If you would like to add sets of additional rules that the customer must complete, click the Add Group button. This is typically useful when a customer must perform one behavior from an initial group of rules and another behavior from an additional group of rules.
Rule Requirements – Rule requirements are a set of parameters that govern the rules that you have defined for your behavior. They are stated in sentence format at the bottom of the display for each behavior. When clicking on the requirements, you can specify:
- Timeframe – The time window in which the customer much complete the behavior.
- Caps – The number of times the customer is allowed to complete the behavior.
Define Rule Outcome
Outcomes are used to incentivize a customer behavior or set of behaviors, but they can also be used for tagging the customer’s profile. Once you have chosen your behavior(s), you may define the outcomes within the loyalty rule outcome builder section.
Add Outcome – Select the Add Outcome button on the right side of the loyalty rule behavior builder screen to launch the outcome builder. Outcome options include:
- Offers – Choose from a number of offers that have been created within the Platform, such as digital/physical goods, loyalty points, discounts or coupons.
- Tags – Create text strings that are attached to the customer’s profile when the customer completes the defined behavior(s). When entering a tag into the dialog box, it can either be created as a new tag or chosen from the pre-populated dropdown list.
Activate Loyalty Rule
Once you define the behaviors to be completed and the outcomes to incentivize actions for those behaviors, you are now ready to activate the loyalty rule.
After saving the loyalty rule, you are able to click the Activate Rule button to update the rule state to “Active.”
Loyalty Rule Management
Once a loyalty rule is created and saved, the rule appears in the list view of the loyalty rules dashboard. By selecting one of these existing rules, you can see the loyalty rule detail view.
From this view, you can click the Edit button and add or edit behaviors and conditions as well as outcomes.
Once within the loyalty rule detail view, you can edit or add any of the attributes outlined within the Define Loyalty Rule section.
Once within the loyalty rule detail view, you can edit or add to any of the attributes outlined in the Define Rule Outcome section.
Loyalty Rule Performance Reporting
The Loyalty Rules Module comes equipped with certain reports at the rule level to support the analysis and evaluation of various loyalty rules.
Loyalty Rule Completions Report
This report reviews a number of metrics including the start date of the loyalty rule, the loyalty rule completions over time and the total loyalty points awarded.
Report Filtering – The report can be filtered on date range with list of value-defaulting options of “Last 7 Days,” “Last Month,” “Last 3 Months” or “Last Year.” Alternatively, you can enter a custom range of dates to see loyalty rule performance over a specified period of time.