Wiki source code of Offer Personalization in the Loyalty Program
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| 1 | 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>>doc:Main.Using.MMP.Marketing.Offers.Guides.WebHome]] configuration, but the higher the level of offer personalization. As a result, customers receive offers tailored to their individual needs. | ||
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| 3 | Below is a diagram illustrating the relationship between offer personalization level and the target audience size. | ||
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| 5 | |(% style="border-color:white; width:60%" %)((( | ||
| 6 | Let’s examine each level of the diagram (from bottom to top): | ||
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| 8 | 1. **Offers for all buyers**. These are various promotions configured in the Loyalty Program (LP) that apply to all customers at locations where this Loyalty Program is active. To participate, customers do not need to register in the Loyalty Program or possess a bonus card. Examples include holiday discounts for all buyers at a [[point of sale>>point of sale]] or collecting game chips/coupons, etc. Such offers cover the largest customer audience. | ||
| 9 | 1. **Offers for Loyalty Program members only**. These offers apply exclusively to customers who are registered LP members and hold bonus cards (depending on System [[settings>>doc:Main.Installation_and_configuration.System_configuration.Configurations.Card_link_configuring.WebHome]]). Examples include birthday bonus points/discounts, or [[yellow price tags>>doc:Main.Using.MMP.Marketing.Offers.Guides.Yellow_price.WebHome]] — special prices on products available only to bonus card owners. | ||
| 10 | 1. **Offers for target audiences**. These are special offers for Loyalty Program members who meet specific criteria. For example, a 10% discount on all products for pensioners during morning hours. These offers cover a smaller [[target audience>>doc:Main.Usage.MMP.CRM.Target_audiences.WebHome]] since they apply only to a specific group. | ||
| 11 | 1. **Individual offers**. These are also special offers for Loyalty Program members. Unlike offers at other levels, these have an even smaller audience reach. However, they are more precise because they are tailored to a specific LP Member. Examples include discounts on specific products based on preferences, or on products/categories selected by the member. Such individual offers include: [[Favorite Products>>doc:.Favorite_products.WebHome]], [[Favorite Categories>>doc:.Favorite_categories.WebHome]], and [[Personalized Offers>>doc:.Personal_offers.WebHome]]. | ||
| 12 | )))|(% style="border-color:white; text-align:center" %)[[image:Offer_types.png]] | ||
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| 14 | = Individual offers in the Loyalty Program = | ||
| 15 | |||
| 16 | **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>>doc:Main.Using.MMP.Marketing.Offers.Guides.WebHome]]. Each mechanic has specific features, which are described below. | ||
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| 18 | (% class="box infomessage" %) | ||
| 19 | ((( | ||
| 20 | **Note:** There is also a way to create personalized offers using [[Machine Learning mechanics>>doc:Main.Installation_and_configuration.Additional_modules_configuring.CommunicationService_ML.WebHome]], which requires a connected [[Loymax AI>>doc:Main.Loymax_AI.WebHome]] module. | ||
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| 22 | This article covers only methods for creating personalized offers in the Loymax Platform without [[Loymax AI>>doc:Main.Loymax_AI.WebHome]]. For information on personalized offers powered by [[Loymax AI>>doc:Main.Loymax_AI.WebHome]], please refer to the [[separate article>>doc:Main.Installation_and_configuration.Additional_modules_configuring.CommunicationService_ML.WebHome]]. | ||
| 23 | ))) | ||
| 24 | |||
| 25 | (% class="table-bordered" %) | ||
| 26 | (% class="info" %)|=(% style="text-align: center;" %)Features|=(% style="text-align: center;" %)[[Favorite Products>>doc:.Favorite_products.WebHome]]|=(% style="text-align: center;" %)[[Favorite Categories>>doc:.Favorite_categories.WebHome]]|=(% style="text-align: center;" %)[[Personalized Offers based on Customer Attributes>>doc:.Personal_offers.WebHome]] | ||
| 27 | |**Mechanics description**|((( | ||
| 28 | ((( | ||
| 29 | This mechanic is based on the creation of [[personal products>>doc:Main.Using.MMP.Marketing.Offers.Guides.Setting_favorite_goods_offer.WebHome]]. 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. | ||
| 30 | ))) | ||
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| 32 | ((( | ||
| 33 | |||
| 34 | ))) | ||
| 35 | )))|((( | ||
| 36 | Favorite categories are product groups formed by specific criteria. | ||
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| 38 | The mechanic relies on the [[import of customer attributes>>doc:Main.Using.MMP.Marketing.Offers.Guides.Favorite_categories_setting.WebHome]], which are used to upload data about favorite categories of each LP member. | ||
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| 40 | Implementation requires connecting a [[special plugin>>doc:Main.Installation_and_configuration.Extra_modules.Plugins_and_adapters.Plugins_list.WebHome||anchor="anchor9"]]. | ||
| 41 | )))|((( | ||
| 42 | The mechanic is based on the [[import of customer attributes>>doc:Main.Usage.MMP.Marketing.Offers.Engagement_mechanics.Personalized_offers.WebHome]], which may contain information about personalized offer duration, promotional products, benefit types/sizes, etc. | ||
| 43 | ))) | ||
| 44 | |((( | ||
| 45 | **Method of forming product/category/offer lists** | ||
| 46 | )))|((( | ||
| 47 | There are [[two methods>>doc:Main.Using.MMP.Marketing.Offers.Guides.Setting_favorite_goods_offer.WebHome]] to form product lists: | ||
| 48 | |||
| 49 | * Special product lists are prepared by Loymax Platform users, and LP members select favorite products from the predefined lists; | ||
| 50 | * The System automatically generates product lists based on the LP member’s purchases in the previous calendar month. | ||
| 51 | )))|((( | ||
| 52 | Data about favorite categories (product groups), benefits, and offer validity periods are imported into the [[attribute>>doc:Main.Usage.MMP.Admin_panel.Customer_attributes.WebHome]] of each LP member. The offer with favorite categories is configured once, as all its conditions are loaded from individual LP Member attributes. | ||
| 53 | )))|((( | ||
| 54 | Data about personalized offers (validity periods, products, benefit types/sizes, etc.) are loaded into the [[attribute>>doc:Main.Usage.MMP.Admin_panel.Customer_attributes.WebHome]] f each LP member. | ||
| 55 | ))) | ||
| 56 | |**Source of mechanics setup**|(% colspan="3" rowspan="1" %)((( | ||
| 57 | All three mechanics are configured by Loymax Platform users with appropriate [[roles>>doc:Main.Usage.MMP.System_settings.Permissions_and_roles.WebHome]] (or granted permissions). Configuration is performed in the Loymax Platform interface or using API methods. | ||
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| 59 | 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. | ||
| 60 | ))) | ||
| 61 | |**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>>doc:Main.Usage.MMP.Admin_panel.Customer_attributes.WebHome]].|The benefit type and size are individual for each LP member. This information is imported into the [[customer attribute>>doc:Main.Usage.MMP.Admin_panel.Customer_attributes.WebHome]]. | ||
| 62 | |**Frequency of product/category/offer list updates**|((( | ||
| 63 | 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. | ||
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| 65 | (% class="box" %) | ||
| 66 | ((( | ||
| 67 | **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. | ||
| 68 | ))) | ||
| 69 | |||
| 70 | (% class="box warningmessage" %) | ||
| 71 | ((( | ||
| 72 | **Note!** If product lists are preconfigured in the System by Loymax Platform users, avoid changing the product list after the mechanic has been configured. For more details, please refer to the [[article>>doc:Main.Using.MMP.Marketing.Offers.Guides.Setting_favorite_goods_offer.Personal_product_guide.Personal_goods_rules.WebHome]]. | ||
| 73 | ))) | ||
| 74 | )))|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. | ||
| 75 | |**Frequency of product/category/offer selection by LP members**|((( | ||
| 76 | Configured at the stage of creating [[personal products>>doc:Main.Using.MMP.Marketing.Offers.Guides.Setting_favorite_goods_offer.Personal_product_guide.Personal_goods_rules.WebHome]]: | ||
| 77 | |||
| 78 | * One-time, | ||
| 79 | * Daily, | ||
| 80 | * Weekly, | ||
| 81 | * Monthly, | ||
| 82 | * Custom period (non-calendar-based, for example, once every 2 days, once every 3 days, etc.). | ||
| 83 | )))|Defined in the attribute.|Not applicable. | ||
| 84 | |**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. | ||
| 85 | |**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>>doc:Main.Using.MMP.Marketing.Offers.Guides.Setting_favorite_goods_offer.Personal_product_guide.Counter_and_offer_configuration.WebHome]] includes the [[Personal offer update >>doc:Main.Usage.MMP.Marketing.Offers.Guide_to_actions.Personal_offer_update.WebHome]]action.|No|No | ||
| 86 | |**Ability to edit products/categories via Loymax Platform UI**|Yes. Authorized Loymax Platform users can edit customer’s favorite products via the [[customer profile>>doc:Main.Usage.MMP.CRM.Customers_CRM.Customer_profile.Favorite_products.WebHome]] in CRM or the [[Call Center>>doc:Main.Using.Contact_center.Typical_processes.Favorite_goods_viewing.WebHome]].|Only through updating the customer attribute.|Only through updating the customer attribute. | ||
| 87 | |**Number of products eligible for benefits**|((( | ||
| 88 | Benefits apply only to products selected as favorites by the LP member. | ||
| 89 | |||
| 90 | The maximum number of favorite products that an LP member can select is configured when creating [[creating personal products>>doc:Main.Using.MMP.Marketing.Offers.Guides.Setting_favorite_goods_offer.Personal_product_guide.Personal_goods_rules.WebHome]]. | ||
| 91 | )))|((( | ||
| 92 | Benefits apply only to categories selected as favorites by the LP member. | ||
| 93 | |||
| 94 | The maximum number of favorite categories that an LP member can select is set during mechanic configuration (the [[maxCount>>doc:Main.Using.MMP.Marketing.Offers.Guides.Favorite_categories_setting.WebHome||anchor="anchor2"]] parameter in customer attribute). | ||
| 95 | )))|((( | ||
| 96 | Benefits apply only to products specified in the customer attribute. | ||
| 97 | ))) | ||
| 98 | |**Communication channels for customer notifications**|(% colspan="3" rowspan="1" %)((( | ||
| 99 | 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. | ||
| 100 | ))) | ||
| 101 | |||
| 102 | = Reference materials on individual offers = | ||
| 103 | |||
| 104 | (% class="table-bordered" %) | ||
| 105 | (% class="info" %)|=(% style="text-align: center;" %)Favorite Products|=(% style="text-align: center;" %)Favorite Categories|=(% style="text-align: center;" %)Personalized Offers | ||
| 106 | |((( | ||
| 107 | * [[Mechanics overview>>doc:.Favorite_products.WebHome]]; | ||
| 108 | * [[Mechanics setup guide>>doc:Main.Using.MMP.Marketing.Offers.Guides.Setting_favorite_goods_offer.WebHome]]; | ||
| 109 | * Viewing favorite products list in [[Customer profile >>doc:Main.Usage.MMP.CRM.Customers_CRM.Customer_profile.Favorite_products.WebHome]]and [[Call Center>>doc:Main.Using.Contact_center.Typical_processes.Favorite_goods_viewing.WebHome]]; | ||
| 110 | * Viewing favorite products list in [[Personal Account>>doc:Main.Using.Personal_account.Typical_processes.Personal_goods_view.WebHome]] and [[Mobile Application>>doc:Main.Using.Mobile_application.Typical_processes.Personal_goods_view.WebHome]]; | ||
| 111 | * ((( | ||
| 112 | [[API methods to work with favorite products>>doc:Main.Integration.Ways_to_use_API.API_methods.Methods_of_public_api.FavoriteGoods.WebHome]]. | ||
| 113 | ))) | ||
| 114 | )))|((( | ||
| 115 | * [[Mechanics overview>>doc:.Favorite_categories.WebHome]]; | ||
| 116 | * [[Favorite categories setup guide>>doc:Main.General_information.Loymax_Loyalty.Offers.Individual_offers_in_LP.Favorite_categories.Connecting_favorite_categories.WebHome]]; | ||
| 117 | * [[Mechanics configuration guide>>doc:Main.Using.MMP.Marketing.Offers.Guides.Favorite_categories_setting.WebHome]]; | ||
| 118 | * [[Example of importing favorite categories>>doc:Main.Integration.Ways_to_use_API.System_Api_Methods.Sapi_examples.Batch_update_of_customer_attributes.Favorite_categories.WebHome]] | ||
| 119 | * ((( | ||
| 120 | [[API methods to work with favorite categories>>doc:Main.Integration.Ways_to_use_API.API_methods.Methods_of_public_api.PersonalOffer.WebHome]]. | ||
| 121 | ))) | ||
| 122 | )))|(% rowspan="2" %)((( | ||
| 123 | * [[Mechanics overview>>doc:.Personal_offers.WebHome]]; | ||
| 124 | * [[Guide to setting up attribute-based mechanics>>doc:Main.Usage.MMP.Marketing.Offers.Engagement_mechanics.Personalized_offers.WebHome]]; | ||
| 125 | * [[Personalized offer import examples>>doc:Main.Integration.Ways_to_use_API.System_Api_Methods.Sapi_examples.Batch_update_of_customer_attributes.Personal_offers.WebHome]]; | ||
| 126 | * ((( | ||
| 127 | [[ML-powered personalized offers>>doc:Main.Installation_and_configuration.Additional_modules_configuring.CommunicationService_ML.WebHome]]. | ||
| 128 | ))) | ||
| 129 | ))) | ||
| 130 | |(% colspan="2" rowspan="1" %)((( | ||
| 131 | [[API methods to work with personal products attributes>>doc:Main.Integration.Ways_to_use_API.API_methods.Methods_of_public_api.UserAttributes.PersonalOffer.WebHome]] — a group of methods for managing personal products and favorite categories. | ||
| 132 | ))) | ||
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| 134 | (% class="box infomessage" %) | ||
| 135 | ((( | ||
| 136 | **Read also:** | ||
| 137 | |||
| 138 | * [[Answers to frequently asked questions on favorite products, categories, and personalized offer attributes>>doc:Main.Frequently_asked_questions.FAQ_Favorite_products.WebHome]] | ||
| 139 | ))) |