1 SRS Advanced Customer Loyalty

Transcription

1 1 SRS Advanced Customer Loyalty SRS Release 2 has the capability to execute offers for targeted customers and / or items with a rules-based logic (quantity and value brackets, item combinations etc.) and award points, discounts, vouchers or messages. All offers that are valid for a specific time period and list of stores can be grouped under the same campaign. Every offer contains the relevant customer / item groups, the qualification criteria and the type of award to be given. The lists are used to narrow-down the target of the offer. 1. A customer list can contain customer id s and/or loyalty card numbers 2. An item list can contain SKU id s, barcodes, item categories or brands The lists are dynamic and are reusable among offers. For an award to be given, the transaction must occur at the specified store and time period in addition to the other criteria that need to be satisfied. If more than on award is triggered on the same transaction line, the highest valued one is activated. SRS Release 2 Advanced Customer Loyalty supports the definition of counters on a customer level. These counters can be incremented with rules-based conditions also. For example, a counter can be created that keeps the number of visits of a customer or the value of purchases he makes for a specific item category and / or time period. These counters can then be used to activate awards. A counter can be used for a user-defined time period or it can be daily, weekly, monthly. The system automatically resets the counter after the specified time period. In more detail, SRS Release 2 Advanced Customer Loyalty supports the following: Offer activation criteria a. Store in which the transaction takes place* b. Date in which the transaction takes place* - Date is given as a from-to pair c. Hour in which the transaction takes place* - Hour is given as a from-to pair d. Day of the week in which the transaction takes place* - Days are given by name (e.g. Tuesdays, Wednesdays )

2 e. Customer identification * - Customers are given as a list or as a general definition ( All customers, All Loyalty customers, All non-loyalty customers ) f. Quantity of items purchased - Quantity is given as a from-to pair and the item must belong to the attached item list g. Value of items purchased - Value is given as a from-to pair and the item must belong to the attached item list h. Total quantity of items purchased - Quantity is given as a from-to pair (this is a transaction-level control) i. Total value of items purchased - Value is given as a from-to pair (this is a transaction-level control) j. Customer Points The current points balance of the customer can be controlled as a from-to pair k. Customer Counter A specific customer counter can be controlled as a from-to pair Criteria with an asterisk are compulsory for the definition of an offer. All other criteria are optional and can also appear more than once inside the same offer. Offer awards If the offer criteria are satisfied then the following awards will be given at the moment the cashier transitions to the payment step of the transaction. If the cashier backtracks from the payment step to the sale step, all awards are canceled. The award possibilities are: a. Discount amount or % on a single item b. Discount amount or % on certain items c. Discount amount or % on the whole transaction d. Round-down discount to a specific amount e. Specific amount of Points on a single item f. Specific amount of Points on certain items g. Specific amount of Points on the whole transaction h. Variable amount of Points on a single item (points awarded as a factor of the value) i. Variable amount of Points on certain items (points awarded as a factor of the value) j. Variable amount of Points on the whole transaction (points awarded as a factor of the value) k. Message to be printed on the ticket and / or to be displayed on the cashier screen l. Print a discount coupon or a voucher - the contents of the voucher can consist of a combination of text and graphics and can include dynamic information (personalization, serialization, transaction info, validity periods

3 etc). Vouchers can additionally be integrated to the Stored Credit subsystem that controls all types of Credit media throughout the whole chain of stores m. Update (plus or minus) customer counter - this is a silent award n. Update (plus or minus) customer counter with a value factored on the ticket total or specific item purchases - this is a silent award Additional notes on awards: - Optionally, awards recurrence can be controlled with the award stepping. If stepping=1 then the award will be activated only once inside a receipt, if no stepping is defined then the award may be activated more than once (e.g. award 5 points for every three items vs award 5 points for the first three items ). If a maximum of three activations must occur, then by setting stepping=3 the award of points in the above example will never exceed An award is always given in whole or not at all there are no partial awards - A ticket line and the ticket total will activate only one award the best for the customer. The system can have a equivalence to points in order to compare discount awards and point awards. - There is no award selection for offers that have no cash equivalent (i.e. messages, unvalued coupons, counter updates). These types of awards are always given - The system computes awards once all items are posted in order to ensure the best offer for the customer. Thus, the actual sequence the items are posted is irrelevant.

4 Offer examples The nature of the SRS Release 2 Advanced Customer Loyalty offer execution engine precludes a complete reference of possibilities. The following are some indicative scenarios. 1. Points awards All cardholders will be awarded points on every ticket based on the following scheme: 80 points for every 100 spent All cardholders will be awarded points on every ticket based on the following scheme: 2 points for every 5 spent for transactions up to 100, 3 points for every 5 spent for transactions of 101 or more All cardholders will be awarded points on every ticket based on the following scheme: 2 points for every 5 spent up to 100, 3 points for every 5 spent for the rest of the amount plus 20 points if the transaction s value is more then 100 All cardholders will be awarded 10 points on every ticket Scenario 5 Specific customers gain 10 points for specific items they purchase Scenario 6 Specific customers buying specific items will gain 1 point for every 2 they spend Scenario 7 Specific customers buying specific items that total at least 10 will gain 1 point for every 2 they spend Scenario 8 Specific customers buying three different items from a specific item group gain 30 points Scenario 9 Specific customers buying one item from item group A and one item from item group B gain 30 points

5 0 All cardholders gain 10 points when buying one piece of a specific item, 25 points when buying two pieces and 13 points for every piece above that 2. Item discount awards All cardholders gain a 3% discount on every item with a list price of at least 50 Specific customers buying from a specific item group gain a 10% discount on every such item Specific customers gain a 1 discount on every item they purchase from a specific item group with a list price of at least 10 Specific customers buying three different items from a specific item group gain a 10% discount on every such item Scenario 5 All customers buying two items from item group A get one item from item group B free (100% discount) Scenario 6 Specific customers gain a 2 discount when buying one piece of a specific item group, 5 when buying two pieces and 2,75 for every piece above that Scenario 7 All customers buying three same or different items from a specific item group will pay 15 for all three of them (the exact discount amount will be computed by the system and will be spread proportionately on each one) 3. Ticket-level discounts All cardholders gain a 3% discount on every transaction with a value of 300 or more

6 All customers gain a 20 discount on every transaction with a value of 300 or more All customers gain discounts on every transaction with the following scheme: 1% for transactions up to 99, 2% for transactions up to 199 and 3% for transactions of at least 200 Specific customers gain a 2 ticket-level discount for every item they purchase that belongs to a specific item group 4. Customer messages For every customer that has accrued 1000 points and upwards a teaser message reminds him of the great savings awaiting him. The cashier also sees the same message on the screen and can inform the customer to the fact. Customers that bought a partial promotional offer are reminded by the cashier of the additional savings they would get if they brought the extra item to the counter. (e.g. Scenario 5 of Item Discounts). Customers that belong to a specific list get a relevant message (e.g. CRM lists for birthdays, bounced mailings, inactive accounts) Non-cardholders are reminded of the points / discounts they could gain if they were already members ( This transaction would cost 5,75 less if you were a VIP member ). Since the transaction has not ended when the message pops up, the customer can fill out his form and the cashier can scan his card and he will get the rewards. 5. Counter updates (historical data) During December, all cardholders that buy specific items have their December Promo counter incremented by the value of each such item. During the first half of January, every customer will get a voucher equal to 25% of his December Promo purchases.

7 Cardholders that have accrued 500 in purchases can either gain a 40 gift voucher or go for the 100 voucher that will be given to them once they reach 1000 in purchases Cardholders that have made purchases of 200 inside the previous week get an automatic 10% discount on the purchases of the current week Every cardholder is eligible for a 10% ticket-level discount once per month Scenario 5 Every cardholder is eligible for a 20% ticket-level discount upon enrollment to the VIP club