Each LP Member profile is formed according to certain rules and standards set in the System, and contains the maximum known information about the Member:

• personal information based on the application form (gender, age, date of birth, address, preferred product categories, children, pets, etc.)
• data about purchases, transactions;
• LP Member events (information about actions in the Loyalty Program);
• history of messages by various communications channels;
• history of website visits by the LP Member;
• other information.

The quality of data in the profiles of the LP Members is automatically improved:

• phone numbers and addresses are brought to a single format;
• time zones and operators are determined by phone number and address.

Thus, structured profiles of LP Members containing various information help to create segments of LP Members based on different data and for different communication purposes.

User segments

The System has the ability to form user segments of LP Members based on any data about them, for example: 

• according to the interests of the Members based on website visits;
• according to the communication history with the Member and Member's reaction to it;
• according to the activities of the Members in the System;
• according to the number of bonus points of the Member.

The following functionality is available in the System to work with the segments:

• Uploading of segment created in the Smart Communications module to Loyalty module. It can be used for offers and other marketing activities.
• Accrual of bonus points with a certain lifetime (in communication strategies or mass mailings).

RFM segmentation

The system has a pre-configured RFM segmentation of LP Members (segmentation by recency, frequency, and monetary value of Members' purchases).

It is possible, for example, to analyze the segments of LP Members through the metrics of recency and frequency of orders (RF) using RFM segmentation. By segmenting the Members who haven't made purchases in the Partner's retail network for a while ("Lost"), you can create a unique offer for them and a mailing with information about it. Additionally, the "Lost" segment customers can be asked about the reasons for refusing purchases in this retail network.

Loymax Smart Communications mailings are created for specific segments of LP Members. Each mailing has its own goals and performance indicators.

A special visual editor is used when creating mailing messages. It allows to use message templates and macros that allow to personalize messages (for example, using the name of a specific LP Member in each message).

When creating mailing list messages, it is possible to see how the message will look like on different devices.

Communication chains are activated by triggers — various events and actions of an LP Member in the System. Triggers include:

• purchase of a specific product;
• website visit by the LP Member;
• the LP Member visits certain sections of the website;
• viewing goods on the website;
• order cancellation;
• abandoned shopping cart (the LP Member added an item to the cart and did not pay for it);
• other events in the System.

You can learn more about triggers in a separate article.

The types of communication chains can differ depending on which segment they target. For example, a chain of welcome emails can be launched to new LP Members to introduce them to the Loyalty Program and the specifics of joining.

Types and channels of communications

Smart Communications provides for the following types of communications:

• Mass mailings;
• Campaigns (communication chains);
• Surveys.

The Smart Communications module supports all up-to-date communication channels that can be customized to meet the requirements of the Partners:

• E-mail;
• SMS/Viber, cascades;
• Push notifications;
• In-app messages — personalized notifications for customers in the mobile app;
• voice robots (assistants) for automating voice communications;
• Chat bots;
• Integration with the Call Center.

Campaign recipes

The System provides an opportunity to get acquainted with campaign recipes - cases and the communication chains created within them. Predefined communication chains can be used in your work.

The system has many options for viewing analytics both by the customer base and by communications with the LP Members.

One example of how to present analytical information by segments of LP Members is RFM segmentation.

Statistics can be tracked at different levels of the module. For example, you can look at changes in the average check amount for a specific user segment.

As for mailings, you can see the quantity statistics for each campaign:

• sent messages;
• delivered messages;
• opened messages;
• following a link (clicking a message);
• orders after clicking the link in the message;
• complaints about the received message;
• number of LP Members that unsubscribed from mailings after receiving this message.

When creating a campaign, it is possible to set an attribution period indicating the campaign efficiency. The attribution period is the time after receiving a message within which an LP Member must make a purchase for the mailing to be considered effective.