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This article will discuss our latest feature, Menu Intelligence, how to navigate the Menu Intelligence Dashboard, what the scores mean, and how to capitalize on this information.

This article contains the following sections:

1. Feature Overview
2. Menu Intelligence Dashboard
3. Leveraging Menu Intelligence Data

Feature Overview

As a restaurant operator, you may already know your top-selling items, but do these numbers truly reflect customer satisfaction and loyalty? For instance, while fries might be a popular choice, are they enhancing or detracting from your customer experience? The real challenge lies in identifying which items convert regular customers into loyal patrons and which ones might be causing customers to churn.

Our Menu Intelligence feature tackles these challenges head-on by assigning a score to each menu item based on customer behaviors. For example, if a significant percentage of loyal customers order your fries while a high percentage of churned customers do not, our algorithm provides a clear high score indicating their impact on customer retention. Conversely, if a significant percentage of churned customers order onion rings while loyal customers do not, a low score might indicate that this item is detracting from converting guests to loyal customers.

This score is generated by more than just which items are ordered the most. Our algorithm leverages artificial intelligence (AI) to assess which kinds of customers are ordering items and the frequency with which they order them. Frequent Customers are defined as those in the Guest Journey stages Regulars, Loyalists, or Whales, and Infrequent Customers are defined as those who fall under the Sliders or Churned stages.

Menu Intelligence goes beyond the obvious best-sellers to help you make informed decisions about your menu. By analyzing which items attract and repel loyal customers, you can identify areas for improvement or removal. This feature also highlights items that resonate well with your most valuable customers, guiding you on what to promote for increased customer loyalty and satisfaction.

Menu Intelligence Dashboard

To view the Menu Intelligence Dashboard:

1. Login to the Incentivio Dashboard. If this is your first time signing into the Dashboard, it will use the same client name and login credentials as the Admin Portal. For example, if your Admin Portal log in is www.myrestaurants.admin.incentivio.com, then the Dashboard will be www.myrestaurants.dashboard.incentivio.com. (Just replace "admin" with "dashboard," and you're in!) 
2. Navigate to Reports & Analytics > Menu Intelligence.

Here is a quick tour to help you navigate the Menu Intelligence Dashboard:

This dashboard will be updated weekly on Tuesday mornings.

Please note, this feature requires at least 3 months of Order Data in Guest Journey

Leveraging Menu Intelligence Data

To unlock the full potential of Menu Intelligence, understanding the guest journey is imperative. The distinction between “loyal customers” (regulars, loyalists, and whales) and “customers who end up churning” (including sliders) is crucial. This feature taps into the comprehensive data available through Guest Journey, providing a holistic view of your customer base.

Incorporating Guest Journey data enables our algorithm to generate scores that accurately reflect the impact of each menu item on customer loyalty and churn. Armed with this information, you can make strategic decisions to enhance customer satisfaction, refine your menu offerings, and ultimately boost your bottom line.

One of the most powerful ways to leverage the data gained through Menu Intelligence is by using it to inform your marketing campaigns. It's easy to look at the best-selling item on the menu and offer a discount to encourage guests to make a purchase - but is it the most effective way of converting strangers, or even churned guests, into loyalists?

Identifying the highest-scoring items and creating targeted campaigns that promote them to Sliders and Churned customers offers a more nuanced approach to restaurant marketing, and you can market with confidence knowing that these items have been vetted by your best customers.

Menu Intelligence is not just a feature; it’s a game-changer for your restaurant. We believe that understanding customer behavior is the key to unlocking long-term success. Embrace the power of data with Incentivio and stay ahead in the competitive world of the restaurant industry.

To learn more about Menu Intelligence and how it can transform your business, reach out to your Customer Success Manager or our Support team!

Incentivio's native gift card solution provides brands with a powerful marketing tool to drive guest acquisition and retention. For brands on Toast POS, or who are looking for a digital-only gift card solution (for other POS partners), this helps to provide a seamless experience by encouraging gift card usage directly through Incentivio's app and web ordering.

For brands using other POS, such as Revel or Qu, we have integrations with multiple third-party gift card providers that can support a seamless in-store and online experience. Please connect with your Implementation Manager or Customer Success Manager to discuss the best option for your brand!

Contents

1. Searching for Gift Cards
2. Gift Card Adjustments
3. Sending Comp Cards
4. Other Resources

Please note: This article only applies to brands using Incentivio's native gift card module. If you are using a third-party provider, such as Square, eCardSystems, or Valutec, all adjustments should be made through their platform and cannot be made in Incentivio.

Searching for Gift Cards

There are multiple ways to find a gift card in the Incentivio Dashboard.

When first navigating to the Gift Card tab, you can search by Card Number, Owner Email, Sender Email, or Recipient Email.

• Searching by Card Number (either full or partial) is the most straightforward way to find a gift card. However, searching by a partial gift card number may populate multiple results, so we recommend verifying that you are viewing the correct card before making any adjustments.
• Owner Email will pull up all gift cards attached to a guest's loyalty account. These include comp cards, cards purchased for themselves, and cards sent to them from someone else.
• Sender Email will pull up all digital gift cards that a guest has sent to others using that email as the "From" email.
• Recipient Email will pull up all digital gift cards that a guest has received from others.

In addition to searching for cards by the above criteria, it is also possible to filter by Activation Date and Status (Active or Inactive).

Gift Card Adjustments

Administrator adjustments allow operators to manually adjust gift card balances and statuses directly from the Incentivio Admin Portal. This video walks through making each of these adjustments.

Please note: Any adjustments to the gift card balance must be associated with a location. These include Add Value, Remove Value, and Set Balance to Zero. This is to ensure that the gift card pooling report remains accurate and that all transactions are associated with a particular location.

Sending Comp Cards

Comp cards, short for complimentary cards, are preloaded cards given by brands to customers or employees as a form of promotion, reward, or compensation. These cards can be used exactly like regular gift cards, allowing recipients to purchase goods or services up to the card's balance.

1. Log into the Incentivio Dashboard and navigate to the Gift Card tab.
2. Select + Create Comp Card.
3. On the drawer that pulls out, select the location that this card is associated with, then enter the gift card amount.
   If this is being emailed to a guest, check the box next to Email Information to Customer.
4. Enter the Sender's Name, Recipient's Name, Recipient's Email Address, and a custom message that will be sent to the guest.
5. Once all fields are complete, click Add Card. This will generate the gift card and, if selected, email it to the recipient. If it was not emailed, it will just generate the gift card number, which can then be manually sent to the guest.

Other Resources

Using Third-Party Gift Cards with Incentivio

The Gift Card Pool Report

This article will cover everything you need to know about the Guest Journey feature. The purpose of  Guest Journey is to show Restaurant Brands high-level data on where their customers fit into segments based on average check size, order frequency, and a variety of other data points.

The other key benefit that Guest Journey provides is that it's a powerful, machine learning-powered Churn Management Tool that helps restaurant brands get insights about guests that are going to churn. Not only can restaurants see this information, but they can then target these segments of guests with special Offers, Messages, Loyalty Offers, and Surveys to prevent them from ultimately churning and/or to win them back. Our platform will tag customers based on what segment they fall into on the spectrum so they can be targeted with Offers catered to their stage in the journey! 

This article contains the following sections:

1. Feature Overview: Guest Journey
2. Guest Journey Segments
3. Guest Journey Segments Graphs
4. Guest Journey Exports
5. Targeting Communications with Guest Journey
6. FAQ

Feature Overview: Guest Journey

The Guest Journey feature aims to add insights about your customer base, and also add the ability to target each segment of the Guest Journey to prevent churn, retain customers, or push your customers to become regulars/loyalists. Guest Journey also adds two new types of targeting rules that can be used in any Message, Offer, Loyalty Offer, or Survey. They are called "Journey Stage" and "Attrition Risk". 

The Guest Journey report shows a high level overview of each segment so restaurant brands can easily see which segment their customers falls on the Guest Journey. This view shows: Total Amount of Guests in each segment, Projected Annual Spend, Average Check, and Percentage of Revenue.

Guest Journey also can show a more detailed view by each segment that shows: Percentage of Revenue and User Count by location and by date range. This part of Guest Journey allows restaurant brands to compare locations to one another which can help them identify which locations are more effective at acquiring and/or retaining valuable customers. 

Guest Journey Segments

The Guest Journey is broken into 7 different segments to show the difference between your customer base. Each Guest Journey segment is explained below:

• Strangers
  • Guests that order without identifying themselves. Strangers become "Known" once they sign-up/create an account with your restaurant brand.
    
    
• Rookies

  • Rookies have created an account but haven’t yet established an ordering pattern. These guests have under 3 orders from your restaurant brand. 
    
    

• Regulars 
  

  • Regulars have completed at least 3 orders and have a lower average order frequency. These guests order less than 1x a month.
    
    

• Loyalists
  

  • Have completed at least 3 orders and have a higher average order frequency. These guests order more than 1x a month.
    
    

• Whales 
  

  • Whales are the guests that fall under the segment of "Regular" or "Loyalist" that spends 3x the average check value
    
    

• Sliders
  • This segment uses a sophisticated algorithm that determines the guests that are likely to churn, before they churn. This means that the guest has ordered in the last 90 days but is on the path to eventually stop dining all together with your restaurant(s). Targeting this group with special promotions or "too good to pass up on promotions" is a good idea to stop them from completely churning and convert them back to being a Regular or a Loyalist. 
  • The way our algorithm works is by using 30 significant data points per customer in order to determine who is going to churn. This algorithm has proven to be 97% accurate in predicting who will churn.
  • Note: This component leverages AI and Machine Learning

     

• Churned

  • Churned guests have created an account, but haven’t returned in 90+ days. You should try to win them back, but your success rate will be lower than if you target and try to win back your Sliders. 
    
    

Guest Journey Segment Graphs 

Each segment of the Guest Journey can be broken down to see a more detailed view. Every Guest Journey segment section will show a User Count graph and Percentage of Revenue graph. Both of these graphs will show changes in these segments over time. 

Graph Functionality

The graphs on the detailed view of Guest Journey stages have the ability to:

• Filter Locations - Simply click on the locations above the graph to simply turn them on or off. This will either display the location's line on the graph or remove it from the graph
  
  
• Data Points - Hover over the data points on the graph to see the specific data for a specific date. Which ever data line you are hovering on will be highlighted in the data pop-up
  
  
• Filter Dates - Filter the date range you want the Guest Journey data displayed for to review trends over a certain period of time. 

Guest Journey Exports

Historical Guest Joureny data can also be exported directly through the Guest Journey page in the admin portal.

After entering the timeframe that you would like to view data for, click Export. A CSV file will be generated for the specified timeframe and will automatically begin downloading.

This CSV contains a ton of information for operators to measure the efficacy of their marketing efforts over time. One of the most valuable insights that this report provides is the movement of guests across Journey Stages and Attrition Risks.

For example, using this report to identify the total number of Loyalist who became Sliders this week provides a great opportunity to target this segment of previously loyal guests with an offer and attempt to win back their business. This also provides insight into the efficacy of these marketing campaigns by providing the total number of recovered Sliders and Churned guests, and adjusting marketing efforts accordingly.

Targeting Communications with Guest Journey

Targeting is a big part of Guest Journey since the purpose of this tool is to prevent churn and increase revenue. Guest Journey automatically adds two new tag types that can be used to target certain customers. The two new tag types are: Attrition Risk & Journey Stage.

• Attrition Risk - Customers that fall in the Sliders or Churned segment
• Journey Stage - Customers that fall under the Rookies, Regulars, Loyalists, and Whales

Keep in mind, it is possible that some customers have both a Journey Stage AND an Attrition Risk associated with their account. For example, you can have a "Sliding Regular", which would be a Regular that is also a Slider**** 

We wanted to give Restaurant Brands the ability to send Offers, Messages, Loyalty Offers, and Surveys, and any other communication to their customers based off what stage they fall under. The ability to target customers based off their segment now means that you can send compelling Offers to Sliders to get them back in the door and prevent them from churning. You can send special promotions to Loyalists to thank them for their loyalty, Offers to rookies to help convert them into regulars, and much more. Keep in mind, you can stack these targeting rules with any of the other targeting rules available. For example, you can target regulars but then use the "Average Basket Value" rule as well to only target Regulars with an Average Basket Value over $10. 

How to Send Communications Based on Guest Journey Segment

1. Log in to the Incentivio Admin Portal
   
   
2. Under the Marketing section, select the type of communication you want to send
   
   
3. Create a new communication and fill out all of the required fields
   
   
   
   
4. Under the "Who" section > "Targeting Rules," click on the "Rule" drop-down field
   
   
5. On the drop-down list under the "Other" section, you will see two new tag types: Attrition Risk & Journey Stage
   • If you want to target your Sliders and Churned customers, select Attrition Risk
   • If you want to target your Rookies, Regulars, Loyalists, or Whales, select Journey Stage
   • Keep in mind that you can target both of these groups. For example, if you want to limit the amount of discounts you give out, you can target customers who are "Loyalists" or "Whales" with an Attrition Risk of "Slider". This is a good way to make sure you continue to engage with and retain your most important customers! 
     
     
     
     
6. Once you select either Attrition Risk and/or Journey Stage, finish the conditional statement by selecting which segment you want to target. 
   
   

Offers are a powerful tool that enables operators to increase guest engagement by providing them with a discount on their orders. This article provides an in-depth, step-by-step guide to creating a new offer.

This article contains the following sections:

1. What Section

2. When Section

3. Who Section

1. Navigate to the Marketing section of the Incentivio admin portal, and select Offers.
2. Click on the + New Offer
3. The Create Offer template is divided into three sections: What, When, and Who. Each section must be completed to set what is being discounted, when it will be sent out, and to who it will be sent.

What Section:

4. Select a Program and Campaign for this offer to live within.
   For more information on creating a Program or Campaign, please refer to this article: Creating Programs and Campaigns
5. For customers using an integrated point-of-sale, such as Toast and Revel, enter the external ID of the corresponding discount in the External ID. For clients with multiple locations, it may be necessary to select the Per Store option and enter each location’s unique external discount ID. This field can also be used to target discounts that are only redeemable at specific locations.
   1. If you are using Toast, please view this article: Creating Toast Discounts (External IDs)
   2. If you are using Revel, please view this article: Creating Revel Discounts (External IDs)
   3. For all other POS, please contact support@incentivio.com with any questions regarding external IDs.
   Note: The discount in the POS must match the discount type in Incentivio. For example, if the discount is 10% off of the entire check, then the external discount must also target the check level, not the item level.
6. If this offer should always be available in customer inboxes (such as tiered loyalty offers), enable the checkbox next to Offer is Always Available.
   Here is a helpful guide that explains Always Available Offers: Always Available Offers
7. Select + Add Reward to set the discount type, amount, and target, as well as qualifying items.
   For Toast, Square, and digital-only customers, please only select Online & In-App. It is not necessary to select In-Store and will cause customers to receive an error when trying to use their discount if this field is selected.
   2. For Revel customers, please refer to this guide for setting up in-store discounts: Setting Up In-Store Offers - Revel
8. Select either Amount or Percentage for discount type. Amount will provide a fixed dollar amount off of an order or product, while percentage will provide a fixed percent off. Enter the dollar amount or percentage.
9. Select whether this discount will target the entire Order or specific Product(s). If this discount is targeting the entire Order, move on to step 9. 
   If Product is selected, you must then select which products are eligible to receive this discount.
   1. To select targeted products, first select whether this discount will apply to a specific Menu, Group, or Item. Menu or Group can be selected if you would like to target a specific section of our menu for a discount (ex: all items from the Appetizers group,) while Item will be more granular.
   2. Use the search bar to find the item(s) that should be included in the discount and add them to the list of discounted products.
   3. By default, Exclude Modifier Items will be checked off. However, this can be unchecked to include modifiers in the discount. If the discount is targeting modifiers specifically, the Exclude Main Items box can also be checked off to prevent any main (catalog) items from being included.
   Please note: Excluding modifiers ⁠⁠⁠⁠⁠⁠⁠does not prevent priced modifiers from being discounted. It allows operators to target offers better when main items and modifiers have the same name but does not prevent modifiers on main items from being discounted.
   
10. Select whether this discount Has Qualifying Products. Qualifying products are products that must be included in the order to receive this discount.
11. Save the changes made on this screen.
12. Finally, select + Add Display Content to edit the content that customers will be able to see in their inbox.Select the language this content will be displayed in. Then, enter the Display Title, Short Description (above the image), Long Description (below the image), and attach both a Small Image and a Medium Image. Use the available preview to visualize how this content will display to customers.Note: All images should be below 100KB in size to prevent delays in loading. Images over 400KB cannot be added and attempting to add them will display an error.

When Section:

13. For Distribution Mode, select whether this offer will distribute automatically (Auto) to qualifying customers OR after they have completed an Activity.For more information about Activity-based distributions, please refer to this article: Activity Types
14. For Channels, select how customers should be alerted about this offer. Account will always be selected, as all offers will be available in the in-app/web inbox for qualifying customers. Push notifications are sent to the customer’s phone (if they have push notifications enabled for the app) and Emails will be sent to customers who have opted-in to receive marketing emails.Note: SMS marketing is also available for customers who have set up this feature. Please note that there is a per message charge for each SMS (text message) sent. Contact support@incentivio.com or your Customer Success Manager for more information or to set up SMS marketing for your business.
15. Redistribution Mode and Distribution Blackout control how often customers can receive this offer.Single Lifetime – Customers can only receive this offer once and cannot receive it again once they have used or deleted it.Single Active – Customers can only have one copy of this offer in their inbox at a time, but can receive another copy after they have used or deleted it.Multiple – Customers can receive multiple copies of this offer in their inbox.Distribution Blackout – Determines how much time must pass before customers can receive another copy of this offer. (For example, if the distribution blackout is set to 30 days, a new copy of this offer cannot be distributed until more than 30 days have passed.)
16. Select the Start and End dates for the distribution of this offer. This is separate from the redemption Start and End date, as this just controls the dates that new copies of this offer can be sent to customers. Redemption Start and End dates control when this offer can actually be redeemed by customers, and may be different from the Distribution dates.
    There are two Distribution End Date Types:
    1. Static - This is a fixed start and end date. Guests can begin receiving the offer as of the start date, and no new copies will be sent out after the end date.
    2. Never Expire - This offer's distribution will not expire. To stop distributions on an offer set to Never Expire, the Targeting Rule can be updated to "No One (Draft Mode)." This will allow guests who have already received the offer to redeem it through the Redemption End Date, while preventing additional distributions.
17. Advanced Options provide users with more flexibility to limit or control distribution based on total distribution count, time zone, day of week, and time slots:
    Distribution Count - How many times overall can this offer be sent. Unlimited will send this to all eligible guests without limit, while Fixed Amount is used to limit how many total copies of this offer can be sent.
    Time Zone - The time zone used for offer distribution when setting time slots. This also plays a role in determining offer eligibility when using the Redemption Rule Time of Day. For example, if an offer is redeemable between 2 PM and 4 PM, and is set to PST for the Time Zone, it will consider this based on PST - meaning it would be redeemable between 5 PM and 7 PM EST.
    Day of Week* - The Day or Days of week this offer should be distributed.  By default, all days are selected. If this offer should only distribute on one specific day, unselect all other days except for the day of distribution.
    Time Slots* - The time slots the message will be distributed. By default, three time slots will be selected - 7 AM - 8 AM, 11 AM - 12 PM, and 4 PM - 5 PM. These fall just before the three main meal periods (breakfast, lunch, and dinner), but time slots can be added or removed to further customize when guests will receive this offer.
    In most cases, the Advanced Options do not have to be adjusted, as they have preset options that are applicable for most offers. However, they can absolutely be adjusted to further control this offer's distribution.
    *Day of Week & Time Slots only available for offers with Auto Distribution Mode selected.

Who Section:

18. Under the Targeting Rules subsection, there are several options to control who the offer is distributed to. First is Reach, which enables users to target existing customers of specific locations (for multiple location clients), or to target customers who already have an existing purchase history. If this is checked, only customers who have made a purchase attached to their loyalty account (mobile app, web ordering, and/or in-store, if applicable) at the selected location(s) will receive this offer.
19. Select whether this will target a Custom Rule or a previously created Segment. Custom Rules enable users to set Targeting Rules for this specific offer, whereas Segments are pre-set rules that have been created and can be reused for multiple different communications. If you are using an existing segment, skip to step 21.
    For more information about creating and targeting Segments, please refer to this article: Creating a Segment
20. Next, select the Targeting Rules for this offer. Targeting Rules control who will receive this offer. Targeting Rules can be stacked to target unique segments of the customer base using the Logical Operator AND. Alternatively, this can be changed to OR to allow any guests that meet any one of the listed rules to receive this offer.For example, an offer could be set up to target Average Basket Value >= 50 AND Lifetime Orders >= 5 AND Journey Stage = LOYALIST. In this case, a guest would have to meet all three of these criteria to receive the offer. By changing the Logical Operator to OR, any guest that meets just one of these criteria would receive this offer.
21. Redemption Rules control who can redeem this offer. We recommend keeping the Redemption Rules more general than the Targeting Rules; this is because offers cannot be redeemed by users who have not received it (based on the Targeting Rules), so it is necessary to ensure that anyone who was targeted with this offer can redeem it without issue.The most commonly used Redemption Rules are Everyone (meaning everyone who received the offer) and Basket Subtotal, which allows users to set a minimum basket value that must be reached before they are eligible to redeem the offer.Like Targeting Rules, Redemption Rules can be stacked, and also follow the Logical Operators AND/OR.
22. Finally, select the Redemption End Date Types, and the Start and End Dates. The Redemption dates will control when customers can actually redeem this offer, and do not have to match the Targeting start and end dates.
    There are three Redemption End Date Types:
    1. Static - This is a fixed start and end date. Guests can begin redeeming the offer on the start date, and all copies of this offer will expire out of the guest inbox after the redemption end date, preventing any further redemptions.
    2. Dynamic - This creates a dynamic expiration based on when the guest received the offer, allowing it to expire a set number of days/hours/minutes after distribution. This helps to encourage users to redeem the offers in their inbox by setting a rather than letting them sit unused.
    3. Never Expire - This offer's redemption will not expire. To stop redemptions on an offer set to Never Expire, it would have to be deleted.

23. Finally, save the offer! No additional action is needed to begin distributing this offer - once it has saved, it will begin distributing to eligible users at the next available time slot.

The Birthday Offers feature will allow restaurant brands to set up birthday offers that will automatically be distributed to customers on their birthday. This feature adds a new option under the Activity Names field and Targeting Rules field called: “Birthday” 

Important Note: With this feature, we removed the birth year field to alleviate any PII compliance concerns. This means that we also removed the "Age" targeting rule 

This article will include the following sections:

1. Feature Overview & Need to Knows
2. How to Setup a Birthday Offer

Feature Overview & Need to Knows

Birthday Offers allow restaurant brands to create offers that are distributed to customers based on their birthday. When using the Birthday Targeting rule, we will automatically blackout the redistribution of this offer by 364 days. This was done to prevent customers changing their birthdays and continuing to get a new birthday offer. 

Birthday Offers operate in two ways under one offer. To create this type of offer, you will need to make sure it is added as an activity and as a targeting rule. This means that a customer's birthday is an event (activity), and the targeting rule will run a nightly batch job to check which customers have a birthday on the present day. 

If you want to leverage the functionality that comes with this feature where we allow customers that sign up on their birthday to receive the birthday offer - then we will need someone from Incentivio's Customer Success or Technical Support team to enable the Web App Config field: SignUp dateOfBirth field. This requires an app update. 

How to Setup a Birthday Offer

In order to get the Birthday Targeting Rule to show up, you must select the Birthday option under Activity Names. We added Birthday under both Activity Names and Targeting Rules because:

• Birthday is an event which means this is something happening + there is a lot of requests to partner this with the Signup activity
• The Targeting Rule allows a daily batch job to run each morning to check which customers have a birthday on the present date. The system then sends an offer to those customers

We want these offers to act as set and forget type of offers - so we will need to make sure to use the never expire options under distribution & redemption settings. Below are the following steps you need to take to create a Birthday Offer: 

1. In the Admin Portal > under the Marketing section > in Offers > select New Offer
2. In the Create Offer screen, the Birthday Offers feature will live under the Activity Names field.
   1. To display the Activity Names field, under the "When" section and Distribution Mode field, make sure to select Auto
3. In the Activity Names field, select the option: "Birthday"
   
   
   
   
4. Once you select "Birthday" from the Activity Names field, the "Birthday" targeting rule will become available to add to the offer
5. If you want this Birthday Offer to never expire, at the end of the "When" section under the "Distribution End Date Type" field, select "Never Expire"
6. Under the "Who" section - Targeting Rules, be sure to add the "Birthday" targeting rule
   
   
   
   
7. Once these configurations are set, you may confirm the other settings of the Offer to make sure they match the type of Birthday Offer you want to send to customers

If you want to create an offer that is sent to customers that sign up for a loyalty account on their birthday (this will also send to customers that have a birthday that have already had a loyalty account), then we just need to tweak one setting mentioned above:

1. Under the Activity Names field, make sure to select both: Sign Up and Birthday

This will make sure that customers that sign up for an account on their birthday will be awarded a birthday offer. 

Please note: If you are only targeting birthday offers to specific sections of customers (Regulars/Loyalists, high spenders, VIPs, specific customer tags, etc.), you will have to create separate offers for each group you want to target.
For example, to target only customers with either a HIGHSPENDERS or VIP tag, create one offer with the Targeting Rules HIGHSPENDERS = true AND Birthday. Then, create another offer using the Targeting Rules VIP = true AND Birthday.