Targeting Rules

Targeting rules allow you to select which customers will receive created Messages, Offers, and Loyalty offers designed within the Admin Portal.

Targeting rules do not control who can redeem this offer or loyalty offer – just who will receive this communication. For Redemption Rules, please refer to the Redemption Rules guide.

Targeting rules can be found under the “Who” section when creating a new communication.

Some of the targeting rules are straightforward, but some are not. Additionally, some targeting rules only apply to Activity-based distributions, such as Signup and Transaction Complete. These will have an (A) next to them.

**To make things easier, all Messages, Offers, Loyalty Offers, and Surveys are referred to as “Communications”**

Demographics

1. No One (Draft Mode) – This will not be distributed to anyone. This can be used for testing or manually distributed communications if it is activity-based.
2. Everyone – This will be distributed to all customers who have signed up for a loyalty account, regardless of Reach or purchase history.
3. Birthday (A) - This will be distributed to customers on the morning of their birthday.
   Please note: This is a batch job that runs early in the morning, so it will only capture guests who have already signed up and entered their date of birth prior to the day of. To enable new users to earn a birthday reward if they signup on their birthday, use both Activity Types (Birthday and Signup) when creating the offer.
4. Gender – Similar to age, customers can update their gender under “Settings,” which can be used to send targeted communications.

Spend

1. Average Basket Value – Average basket value is the average amount a customer spends per order. This can target customers above or below a specific average basket value, reward customers with a higher average basket, or encourage those with a lower average basket value to purchase additional items.
2. Average Basket Value (Percentile) – This is how the average basket value for one guest compares to all other guests. 
   Example: A value of 99 means that this communication will only target the top 1% of your guests based on average basket value.

3. Average Monthly Spend – Average monthly spend is calculated using the date of a customer’s first purchase. This can be used to target communications to customers who meet a minimum/maximum average monthly spend. 
   Example: If a customer made a single $60 transaction in June and did not make a transaction in July, their average monthly spend in August would be $30 per month. If they still did not complete a transaction in August, their average monthly spend in September would be $20.

4. Average Orders per Month – Average Orders per Month is calculated using the date of a customer’s first purchase. This can be used to target communications to customers who meet a minimum/maximum number of orders per month. 
   Example: If a customer made three transactions in one month and did not make a transaction the next month, their average orders per month would be 1.5 transactions. If they still did not make a transaction that month, their average would drop to 1 transaction per month.

5. Average Orders per Week – Average Orders per Week is calculated using the date of a customer’s first purchase. This can target offers to customers who meet a minimum/maximum average weekly orders. 
   Example: If a customer made three transactions in one week and did not make a transaction the next week, their average orders per week would be 1.5 transactions. If they still did not make a transaction the following week, their average would drop to 1 transaction per week.

6. Average Weekly Spend – Average Weekly Spend is calculated using the date of a customer’s first purchase. This can target offers to customers who meet a minimum/maximum average weekly spend.
   Example: If a customer spent $60 in one week and did not make a transaction the following week, their average weekly spend would be $30 per week. If they still did not complete a transaction by the third week, their average weekly spend would be $20.

7. Basket Value (A) – This can be used along with the Transaction Complete activity to target customers who make a purchase over a specific amount. This communication will only distribute after the customer has made a purchase over the specified amount. Please refer to the Redemption Rules guide if you are creating an offer or loyalty offer with a minimum/maximum spend.
8. Days Since Last Purchase – This targets guests based on the number of days since their last order. This can target reactivation offers that prompt customers to re-engage and order after a specified amount of time.
9. Days Since Last Purchase (Percentile) – This is how many days since the last purchase for one guest compares to all other guests.
   Example: A 0-1 percentile means that 99% of guests have purchased more recently than them.

10. Gift Card - Add Value (A) – This will target customers who add value to an existing gift card. Customers will receive this communication only after adding value to a gift card.
11. Gift Card - Purchase Value (A) – This will target customers who purchase a new gift card, either for themselves or by sending it to someone else. Customers will receive this communication only after they have purchased a new gift card.
12. Last Order Date – This can be used to target customers based on their last order date.
    Example: To target customers who have not purchased since before 1/1/2022, select “Last Order Date < 1/1/2022”.

13. Lifetime Orders – This will be distributed to customers based on the total number of orders they have placed since signing up.
    Example: Select Lifetime Orders and “>/>= 5” to distribute communications to customers who have placed at least five orders since signing up.

14. Lifetime Spend – This will be distributed to customers based on the total amount they have spent since signing up.
    Example: Select Lifetime Spend and “>/>= 100” to distribute communications to customers who have spent at least $100.00 since signing up.

15. Time of Day – This can distribute communications during specified times.
    Example: Select Time of Day and “>/>= 4:00 PM” to distribute this to customers after (>/>=) 4:00 PM.
    Please note: This rule relies on the Time Zone set under Advanced Options. For brands with locations in multiple time zones, this rule does not recognize the user's time zone and will result in communications being distributed earlier or later based on the time zone set.
    Example: If the time zone is set to EST, and the time of day for distribution is set to > 4:00 PM, this will begin distributing after 4:00 PM EST but 1:00 PM PST.

Other

1. Attrition Risk – This will be distributed to customers who have been identified as already churned or at risk of churning (sliders).
2. Day of Week (A) – This communication will only be distributed on specified days of the week. After selecting this rule, you must choose on which day(s) this communication will be distributed. This rule is used with Activity-based distributions, such as Transaction Complete, to only target transactions made on the specified day.
3. Journey Stage – Based on guest engagement, they will be at a different stage in the guest journey. These stages include Rookies, Regulars, Loyalists, Champions, Whales, Sliders, and Churned. This can be used to target customers based on their journey stage.
   Please contact your Customer Success Manager or our Support Team for more information about Guest Journey.
4. Lifetime Referrals – This can target communications based on the number of people a guest has referred.
   Example: Select Lifetime Referrals and “>/>= 5” to target customers who have referred at least five people to signup.

5. Loyalty Points – This can be used to target customers based on their current loyalty point balance. It is often used when creating loyalty offers.
   Example: Select Loyalty Points and “>/>= 100” to target customers with at least 100 loyalty points in their account.

6. Message Share (A) – This can be used with the activity Social Media to target customers who share a specified message on Facebook or Twitter.
   To use this rule, select Distribution Mode > Activity > Social Media. Under Targeting Rules, select Message Share, then select the campaign that contains the message and the message that must be shared to receive the offer or loyalty offer.

7. Category Check In (A) – This can be used to target customers that check in via a QR code or Bluetooth beacon.
8. Item Check In (A) – This will target customers that check in by scanning an item-specific QR code.
9. Promo Code (A) – This can be used to target customers who enter a promo code.
   To use this rule, first, navigate to Marketing > Promo Code and create a new promo code. When creating the communication, select the “Promo Code” targeting rule and select which promo code is needed to receive the communication. Once a customer enters that promo code, they will receive the communication.

10. Store Check In (A) – This will target customers that check in at a particular store via a QR code or Bluetooth beacon. Customers will receive the communication after scanning the QR code or coming within the proximity of a Bluetooth beacon.
11. Referral Signup – This will send a communication to customers who signup using a referral link from another customer.
12. Signup (A) – This will be distributed to customers immediately after signing up.
13. Survey Complete (A) – This will be distributed only after a customer completes a survey and can be used to create offers that incentivize customers to provide feedback. After selecting this rule, the targeted survey must also be chosen.