Offer Personalization in the Loyalty Program
Offers for Loyalty Program customers are implemented at various personalization levels. They directly depend on the size of the target audience and the expected outcome the Company aims to achieve. The smaller the target audience, the more complex the mechanics configuration, but the higher the level of offer personalization. As a result, customers receive offers tailored to their individual needs.
Below is a diagram illustrating the relationship between offer personalization level and the target audience size.
Let’s examine each level of the diagram (from bottom to top):
|  |
Individual offers in the Loyalty Program
Favorite Goods, Favorite Categories, and Personalized Offers are specialized engagement mechanics configured in the System. These mechanics consist of more than a single offer; they include an entire set of actions, settings, and entity configurations in the Loymax Platform. For more details on these complex mechanics, please refer to the separate article. Each mechanic has specific features, which are described below.
| Features | Favorite Products | Favorite Categories | Personalized Offers based on Customer Attributes |
|---|---|---|---|
| Mechanics description | This mechanic is based on the creation of personal products. This allows for favorite product slots (special containers for storing information about a favorite product) to be created for Loyalty Program members. Several slots form favorite product sets.
| Favorite categories are product groups formed by specific criteria. The mechanic relies on the import of customer attributes, which are used to upload data about favorite categories of each LP member. Implementation requires connecting a special plugin. | The mechanic is based on the import of customer attributes, which may contain information about personalized offer duration, promotional products, benefit types/sizes, etc. |
Method of forming product/category/offer lists | There are two methods to form product lists:
| Data about favorite categories (product groups), benefits, and offer validity periods are imported into the attribute of each LP member. The offer with favorite categories is configured once, as all its conditions are loaded from individual LP Member attributes. | Data about personalized offers (validity periods, products, benefit types/sizes, etc.) are loaded into the attribute f each LP member. |
| Source of mechanics setup | All three mechanics are configured by Loymax Platform users with appropriate roles (or granted permissions). Configuration is performed in the Loymax Platform interface or using API methods. The user sequentially creates all required entities in the Loymax Platform (counters, offers, product groups, content, personal products, etc.) and imports customer attributes (if required for the mechanic), following the instructions for each mechanic. | ||
| Benefit type and size | The benefit type and size are the same for all LP members, as they are set during offer configuring. | The benefit type and size are individual for each LP member. This information is imported into the customer attribute. | The benefit type and size are individual for each LP member. This information is imported into the customer attribute. |
| Frequency of product/category/offer list updates | If the method for forming favorite product list is based on the purchase history of the LP member, the update frequency is exactly one month. Example: an LP member purchased 15 different products in July across the retail chain outlets. On August 1 at 00:00, the list of products available for selection will be updated. | There is no predefined period. The update frequency depends on how often the Loymax Platform user imports new customer attributes. | There is no predefined period. The update frequency depends on how often the Loymax Platform user imports new customer attributes. |
| Frequency of product/category/offer selection by LP members | Configured at the stage of creating personal products:
| Defined in the attribute. | Not applicable. |
| Ability for LP members to independently select products/categories | Yes, LP members can independently select favorite products in Customer Services. | Yes, LP members can independently select favorite categories in Customer Services, but only if the attribute includes an acceptance flag. | No, LP Members can only view their personalized offers in client services. |
| Ability to automatically assign products/categories to LP members (without Loymax Platform user involvement) | Yes. If an LP member has unfilled favorite product slots, the System can automatically fill them if the offer includes the Personal offer update action. | No | No |
| Ability to edit products/categories via Loymax Platform UI | Yes. Authorized Loymax Platform users can edit customer’s favorite products via the customer profile in CRM or the Call Center. | Only through updating the customer attribute. | Only through updating the customer attribute. |
| Number of products eligible for benefits | Benefits apply only to products selected as favorites by the LP member. The maximum number of favorite products that an LP member can select is configured when creating creating personal products. | Benefits apply only to categories selected as favorites by the LP member. The maximum number of favorite categories that an LP member can select is set during mechanic configuration (the maxCount parameter in customer attribute). | Benefits apply only to products specified in the customer attribute. |
| Communication channels for customer notifications | All communication channels available in the Loymax Platform (Mobile App, Personal Account, SMS, Viber, email, social media, push) can be used to inform customers about offer terms and product/category selections. | ||
Reference materials on individual offers
| Favorite Goods | Favorite Categories | Personalized Offers |
|---|---|---|
| ||
API methods to work with personal products attributes — a group of methods for managing personal products and favorite categories. | ||