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Loymax, 2025

Individual offers within a Loyalty program

Marketing offers for Loyalty Program customers are implemented at different levels. They depend directly on the size of the target audience and the expected result that the Partner wants to achieve. The smaller the size of the target audience, the more difficult it is to configure mechanics in the System, but the level of offer individualization increases so that customers receive more profitable offers.

A diagram below shows the dependence of the level of offer individualization on the size of the target audience.

Let's analyze each level of the scheme (from bottom to top):

  1. Offers for all customers. These are various offers set up in the Loyalty Program (LP), which are valid for all customers at points of sales in which this Loyalty Program operates. To participate in these offers, customers do not need to register in the LP and do not need to have bonus cards. These offers are, for example, holiday discounts for all customers of points of sales, the ability to collect gaming chips/coupons, etc. Such offers cover a large amount of customers.
  2. Offers only for LP Members. These are offers that are valid only for those customers who are Members of the Loyalty Program, i.e. are registered in the LP and have bonus cards (depending on settings of the System). These offers are, for example, birthday bonuses and discounts, "yellow price tags" — special prices for products that are available only to bonus card holders.
  3. Offers for target audiences. These are special offers for LP Members who fall under certain criteria. For example, a 10% discount on all products for pensioners in the morning. Target audience reach is smaller, because the offers apply only to a certain set of people.
  4. Individual offers. These are also special offers for LP Members. Unlike offers at other levels, the target audience reach is smaller, but such offers are more accurate, because they are directed at a specific LP Member. These can be discounts on certain products based on their preferences, discounts on goods or categories of goods that the Participant chooses. Such individual offers include: Favorite products, Favorite categories and Personal Offers.

Individual offers in the Loyalty Program

Favorite products, Favorite categories and Personal offers are special engagement mechanics that are configured in the System. Such mechanics include not one offer, but a whole range of actions and settings, the creation of certain entities in the MMP. You can read more about such complex mechanics in special article. Each mechanic has certain features. Let's take a closer look at the features of each mechanics.

FeaturesFavorite productsFavorite categoriesPersonal offers
The principle of mechanics work

The mechanics is based on the creation of personal products. This makes it possible to implement favorite product cells for the LP Member. They are special places for placing data about a favorite product. Several of these cells form sets of favorite products.

Favorite categories are product groups formed by some attribute.

The mechanics of favorite categories is based on upoading customer attributes, in which data about his favorite categories are loaded for each LP Member.

The mechanics is implemented by setting up a special plugin.

The mechanics is based on uploading client attributes, which may contain information about the terms of a personal offer, offer products, sizes and types of preferences, etc.

Note: if necessary, personal offers can also be customized to target audiences.

When Machine Learning (ML) module is connected, it is possible to configure personal offers using Machine Learning mechanics. Such offers can be displayed in the Mobile Application.

Method of forming lists of products/categories/offers

There are two ways of forming product lists:

  • special lists of goods are formed in the System in advance (by the MMP user). LP Member choose their favorite products from these lists;
  • The system automatically generates product lists based on the purchases of the LP Member during the previous month.

Data about favorite categories (groups of products), preferences and the duration of the offer is uploaded into each LP Member attribute. An offer with favorite categories is configured once, as all its conditions will be uploaded from the attributes of specific LP Member.

Data on personal offers are uploaded for each LP Member attribute: terms of the offers, products, size and type of preference, etc.
The opportunity for the LP Member to independently choose products/categories Yes, the LP Member can independently choose his favorite products in customer services.Yes, the LP Member can independently choose his favorite categories in client services.No, LP Member can only view their personal offers in client services in the corresponding section.
The ability to automatically assign products/categories to the LP MemberYes. If a LP Member has unfilled cells of favorite products, the System can automatically fill them in, if a special offer is set up.No. When setting up the mechanics, files with attribute values which store information about the favorite categories of LP Member are imported into the System.No. When setting up the mechanics, files with attribute values which store information about the personal offers of LP Member are imported into the System.
The ability to edit products/categories via the MMPYes. The MMP user who has the necessary role or rights, can change the customer favorite products through customer profile in CRM or Contact Center.NoNo
The number of products for which preferences are providedThe number of favorite products is configured while creating personal products.The number of products depends on the product group that is created when setting up the mechanics.The number of products is specified when setting up the mechanics (at the stage of attribute formation).

Reference material about individual offers

Favorite productsFavorite categoriesPersonal offers

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Created 11/12/2022 22:26
Last edited 13/02/2025 05:14

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