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:
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:
- In the Admin Portal > under the Marketing section > in Offers > select New Offer
- In the Create Offer screen, the Birthday Offers feature will live under the Activity Names field.
- To display the Activity Names field, under the "When" section and Distribution Mode field, make sure to select Auto
- In the Activity Names field, select the option: "Birthday"
- Once you select "Birthday" from the Activity Names field, the "Birthday" targeting rule will become available to add to the offer
- 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"
- Under the "Who" section - Targeting Rules, be sure to add the "Birthday" targeting rule
- 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:
- 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.