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Dashboard - Creating a Loyalty Offer

Tess Starr
Updated

Loyalty offers are a powerful tool that enables operators to drive guest engagement by rewarding them with points or allowing them to redeem points for discounts. With the enhancements in our new Incentivio Dashboard, creating and managing loyalty offers is now easier than ever.

This article provides an in-depth, step-by-step guide to creating a new loyalty offer in the Dashboard.

 

Contents

Creating a Loyalty Offer - Video Tutorial 

Creating Loyalty Offer - Step by Step

To create a new loyalty offer:

  1. In the Incentivio Dashboard, navigate to Communications > Loyalty Offers.
  2. Select + Create Loyalty Offer.

The Create Loyalty Offer page is divided into six sections to help guide you through the process: Basics, Points, Target Audience, Redemption, Availability, and Look. 

 

Basics

  1. Enter the Internal Title and select the appropriate Campaign.
  2. If you would like to target distribution and redemption based on customer location data, toggle on Store Targeting
    • Select whether this loyalty offer should be distributed to customers at All My Stores or whether distribution should be limited to Specific Stores 
      Please note: If you select Specific Stores, it will only be sent to customers who have an existing ordering history at those stores. It will not be sent to new customers who have not purchased yet, as that is how they are attributed to specific locations.
    • Select whether this loyalty offer is redeemable to customers at All My Stores or only Specific Stores.
      If only Specific Stores were selected for distribution, the same stores would be automatically selected here for redemption.
  3. If this loyalty offer should be Always Available in customer inboxes, toggle on Always Available Offers.

    This will default to sending to Everyone, which cannot be turned off. Do not enable this selection if this offer is only going to select customers. We recommend leveraging Always Available offers when setting up Loyalty Offers that Use Points for Discounts.
     
  4. If you want to leverage Universal Point Redemption, which will allow users to use the Variable Points reward system, toggle on Universal Point Redemption.
    • This means that your customers will be able to use a points slider to determine how many points they want to redeem to apply a discount on their order. You will be able to determine the points to discount ratio on the next page.
    • We recommend that you only have one of these type of Loyalty Offers. The only Targeting and Redemption rules that can be used with this type of Loyalty Offer is Everyone.
    • If you are using an integrated POS you will need to map an OPEN discount to this offer for it to work.
  5. Click Next in the bottom-right corner to move to the Discounts section.

 

Points

Select if this loyalty offer will Award Points or will Use Points for Discount.

  • Variable Points will only apply here if you selected Universal Points Redemption under Basics

Award Points

  1. Select how many points the customer will recieve
  2. If the points will be awarded based on the purchase of specific items, toggle on Has qualifying products. Please note, if you enable this, you will only be able to target the Transaction Complete Activity. If you are awarding points through any other targeting rule, you cannot leverage Qualifying Products
    1. Select the Products and wether or not the user needs all the selected products in their order, or just one, to receive the points
    2. Select if points will be awarded for each product. 


Use Points for Discount

  1. For the Award Information: Set the Discount Amount and select whether it will be applied to the entire order or specific product(s). If this loyalty offer targets specific products, select the applicable products. Add the Points Cost. This will determine how many points are removed if this loyalty offer is redeemed. If you would like this offer to be redeemable only if certain products are in the cart, toggle on on Has qualifying products.

     
  2. Connect a discount from the external POS for brands using an integrated POS (Toast, Revel, Qu, etc.). If the discount ID is shared at all locations, enter it under All Stores; if it is unique, or if the discount is only applicable at some locations, map the IP Per Store.
    For guidance on creating external discounts, refer to the following articles:

 

Target Audience

This section will control who will receive this loyalty offer.

  1. If this loyalty offer should be sent based on the customer completing a specific activity (e.g., completing a transaction, entering a promo code, etc.), toggle on Activity Based. Otherwise, it will be sent automatically to users based on the Targeting Rules.
  2. Select whether this offer targets Customer Tags, Custom Targeting Rules, or Segments.
    • Customer Tags - Target specific customer tags so this offer will only be sent to loyalty accounts with the desired tag.
    • Custom Targeting Rules - Target pre-set rules (such as Everyone, Average Basket Value, or Journey Stage) to control who receives this offer.
    • Segments - Pre-set groups of targeting rules that can target the same group of customers across communications. For more information about creating Segments, refer to this guide: Creating a Segment
       
  3. Creating separate Targeting Rule Groups using custom targeting rules is now possible, allowing for more flexibility and reducing the need to create duplicate offers targeting different groups.
    For example, you can create two targeting groups within a single offer if you'd like to target users who have at least 5 orders per month and are considered Sliders OR users who have at least 3 orders per month and are considered Churned.
  4. If you would like users to see this loyalty offer even before it can be redeemed, leverage the "Everyone" targeting rule. This will allow users to know what loyalty offers they are earning towards. Just make sure your Redemption settings contain the Loyalty Point rule!

Redemption

This section will control who can redeem this offer, separate from who is eligible to receive the offer.

  1. When setting up Award Point offers, the Redemption section does not apply. The offer will be automatically redeemed based upon the rules set within Target Audience
  2. For Use Point for Discount loyalty offer you should always leverage the Loyalty Points Redemtion Rule. This should be set to "Loyalty Points" is Greater Than or Equal To whatever value was set in Points Cost field of Points page. If you do not set this as a required rule, users could end up with negative points and be able to redeem loyalty offers they should not. 

    You can combine other Redemption Rules if applicable.
  3. Select whether this loyalty offer also redeemable based on Customer Tags or Segments.
    • Customer Tags - Target specific customer tags so this loyalty offer is only redeemable by loyalty accounts with designated, manually-added customer tags.
    • Segments - Pre-set groups of targeting rules that can target the same group of customers across communications. For more information about creating Segments, refer to this guide: Creating a Segment
  4. Select whether this offer is redeemable Online and In-App and/or whether we should Show Bar or QR Code for in-store redemption.
    If you use a POS with integrated loyalty (Toast, Qu, or Revel*), only select Online and In-App as offers can be redeemed through account lookup on the POS
    *Revel clients: If you are not using the new Open Loyalty feature, continue to use the Show Bar Code or QR code option. Contact our support team or your Customer Success Manager if you are interested in using our new and improved in-store loyalty flow.

Availability

  1. Select how often customers can receive this offer:
    • One time only - Customers will only ever receive this loyalty offer once. It cannot be manually re-sent to them, and once it has been used or deleted, they will not receive another copy.
    • One active offer at a time - Customers can only have one copy of this loyalty offer in their inbox at any given time. Once it has been used or deleted, they will receive another copy if the loyalty loyalty offer is still active and they still qualify, based on the rules set in the Target Audience section.
    • Multiple offers at once - Customers can receive multiple copies of this loyalty offer. This should only be used with Activity-based loyalty offers to prevent overcrowding inboxes with duplicate communications.
  2. Select when this offer will be sent:
    • Start Date
      • Immediately - This loyalty offer will be sent out at the next available time slot or once customers complete the necessary activity.
      • Custom Date - This loyalty offer will begin sending out on the date selected at the first available time slot or once customers complete the necessary activity.
    • End Date
      • Never - This loyalty offer will not stop sending new copies until it has been deleted from the Dashboard or until the end date has been changed to Custom Date and a specific end date has been entered.
      • Custom Date - This loyalty offer will stop sending customers new copies after the selected date, which is the last day for customers to receive new copies.
    • Advanced Options - can be toggled on for additional customization, including:
      • Time zone - Set the time zone that controls the time slots during which this will be distributed.
      • Days of the week - Set which days of the week this will be distributed on (All Days will be selected by default).
      • Time slots - Set which time slots this offer will be distributed during. By default, 7 a.m.—8 a.m. will be selected.
      • Distribution limits - Set an (optional) maximum number of distributions.
  3. Select when customers can redeem this offer:
    • Start Date
      • Immediately - This loyalty offer is redeemable immediately (once it has been distributed to use inboxes.)
      • Custom Date - This loyalty offer is not redeemable until the date selected.
    • End Date
      • Never - This loyalty offer will be redeemable until the customer uses it or deletes it. It will not expire and be removed from their inboxes.
      • Custom Date - This loyalty offer is redeemable through a specific end date. After that date, it will no longer be redeemable and will be removed from their inbox.
      • Amount of Time - This loyalty offer will expire out of customer inboxes after a fixed amount of time after receiving it (e.g., 30 days after receiving it

Look

  1. Select how this offer will be sent to customers. Multiple options can be selected and customers will receive them through the channels they have opted into:
    • Account - This cannot be unselected. All communications they qualify for will be distributed to their account (in-app) inbox.
    • Push - Customers will receive a push notification if they have this permission enabled.
    • Email - Customers will receive an email notification if they have opted in to email marketing communications. 
      Hint: Make sure you set your loyalty offer email template up in advance!
    • Text Message - Customers will receive an SMS notification, if they have opted in to SMS marketing communications.
      • If Text Message is selected, you can also set a distribution limit of Unlimited or Fixed Amount, which can help control costs.
         
  2. Create the display content, which users will see in their inbox/email.
    1. Enter the display title, short description, and long description.
      Please note: The short and long descriptions each have a maximum character count of 500 characters.
    2. Upload both a small image (square, 1:1 ratio) and a medium image (rectangle, 25:14 ratio.) Our new in-page image cropping tool helps ensure that the image is displayed to customers exactly how you intended. You can upload a GIF here as well! 
       
  3. If using Text Message: Set the SMS display content.
    Please note: The character limit is only 70 characters per SMS when using emojis in SMS communications. Otherwise, it is 160 characters. It the character count exceeds these limits, multiple SMS will be sent, which will incur additional costs.
     

Additionally, we can support displaying content in multiple languages, which will dynamically display the correct language based on the user's device language. To add content in multiple languages, toggle on Multiple Languages and add content for each language.

Once all fields are complete, select Save Offer. No additional action is needed for this to begin sending out; it will begin to do so automatically based on the Start and End Dates set.

 

 

Qualifying Products Guidance

Award for Each Qualifying Unit 

Points for each qualifying unit are awarded based on "applicable units," which are determined by the combination of qualifying products, their quantities, and the selection mode.

  • Setting Selection Mode to One means that customers must have at least one of the qualifying items, in the specified quantity, in their cart in order to qualify for the offer.
  • Setting Selection Mode to All means that customers must have all of the qualifying items, in the specified quantity, in their cart in order to qualify for the offer.

 

Selection Mode: ONE

  • Example:
    • 1 Cold Coffee
    • 3 Hot Coffees
  • How Points Are Awarded:
    • Points are awarded separately for each product based on the specified quantities.
    • If Award For Each Qualifying Unit = Yes: If the reward is 50 points per unit, the customer would receive 50 points for each cold coffee and 50 points for every three hot coffees.
      • Example Calculation: If an order includes 6 cold coffees and 6 hot coffees, you would earn 400 points: 50 points for each of the 6 cold coffees (totaling 300 points), and 100 total points for 2 "sets" of 3 hot coffees.
    • If Award for Each Qualifying Unit = No: If the reward is 50 points, the customer would receive 50 points for purchasing 1 cold coffee or 50 points for 3 hot coffees. The points would not stack.
      • Example Calculation: If an order includes 6 cold coffees and 6 hot coffees, you would earn 50 points: 50 points for purchasing 1 cold coffee, but since it is not stackable, they would not receive points for purchasing additional quantities.

 

Selection Mode: ALL

  • Example:
    • 1 Cold Coffee
    • 3 Hot Coffees
  • How Points Are Awarded:
    • Points are awarded only when the specified combination of products is met.
    • If Award For Each Qualifying Unit = Yes: If the reward is 50 points per unit, the customer would receive 50 points for each 1 cold coffee plus 3 hot coffees. They must purchase the full "set" of 1 cold coffee + 3 hot coffees to receive any points.
      • Example Calculation: If an order includes 6 cold coffees and 6 hot coffees, you would receive only 50 points. This is because the order contains two complete sets of 1 cold coffee plus 3 hot coffees. Despite having extra cold coffees, each 1 needs 3 hot coffees to complete another set and earn additional points.
    • If Award for Each Qualifying Unit = No: If the reward is 50 points, the customer would receive 50 points for purchasing one "set" of 1 cold coffee + 3 hot coffees. The points would not stack.
      • Example Calculation: If an order includes 6 cold coffees and 6 hot coffees, the customer would receive only 50 points. This is because the offer would not stack for purchasing additional "full sets."

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