Customer Loyalty programs are an important way to keep customers coming back to your business. Loyalty programs reward customers for making frequent purchases with special savings, rewards, or status. The Loyalty system in ChargeLogic Payments and Retail Express allows your customers to earn points no matter how they make a purchase – online, by phone or mail, or in person.
Configuring Loyalty Programs
A Loyalty Program determines the rules for how Loyalty points are accrued and redeemed, what the program and points are called, which items qualify, and when the points expire. Your company can run multiple Loyalty Programs at the same time. You might want to have different programs for different types of customers, different programs for different types of purchases, or the same program for all sales. It’s entirely up to you.
The Loyalty Program card allows you to configure the settings for a Loyalty Program.
To configure a Loyalty Program, start on the General tab:
- Create a Code for the Loyalty Program and enter it into the Code field. This value must be unique, and should identify the program to other users.
- Enter a name for the Loyalty Program in the Program Name field. This value should represent the name of the program (e.g., “Frequent Shopper Club”).
- Enter a longer description of the Loyalty Program into the Description field. This value should describe the program to other users.
- Select a Point Type. Currently, the only option is Amount.
- Enter what you will call the Loyalty Program points into the Point Name field (e.g., “Points” or “Miles”).
Continue to the Policies tab:
- Select a Qualification type. Sale items can either be opted-in to the Loyalty Program or opted-out. If you choose Opt-Out, everything that a customer purchases will qualify for points unless you specifically designate that it should be opted-out. Conversely, if you select Opt-In, nothing a customer purchases will qualify for points unless you explicitly specify it.
- You can drill down on the Qualifying Entries count to see the list of what is opted-in or opted-out of the program (based on the Qualification field). You can also get to this list by selecting the Qualifying Sales action on the ribbon.
- Choose how (or if) you want points to expire for this program using the Point Expiration Policy. If you choose No Expiration, points will never expire. If you choose Date Earned, points will expire based on the date that the points were earned.
- If you have select a Point Expiration Policy other than No Expiration, enter the Point Expiration Period as a DateFormula (e.g., “1Y”). Expired points cannot be redeemed.
- If you do not want items that are already discounted above a specific Line Discount % to qualify for points, you can designate the Maximum Line Discount %. For example, if clearance items are 50% off and you do not want customers to accrue loyalty points when purchasing clearance items, you can set the Maximum Line Discount % to “50”.
- Set the Point Accrual Factor. This is a multiplier that will be applied to the amount your customer spends when points are accrued. For example, if you want a $100 purchase to accrue 100 points, set the Point Accrual Factor to 1. If you want a $100 purchase to accrue 1 point, set the Point Accrual Factor to .01. Points can only be accrued in whole numbers, so with a Point Accrual Factor of .01, a $20 purchase would not accrue any points.
- Set the Point Redemption Factor. This is a multiplier that will be applied to a customer’s points to determine their value. For example, if you want 100 points to be worth $1, set the Point Redemption Factor to 100. If you want 100 points to be worth $100, set the Point Redemption Factor to 1.
Once you have populated the Loyalty Program card, it will look something like this:
Configuring Loyalty Tiers
Loyalty Tiers allow you to designate special statuses for customers that have achieved specific minimum points values in one or more Loyalty Programs. Loyalty Tiers may entitle customers to special discounts, pricing, or services.
- Create a Code for the Loyalty Tier and enter a Name.
- If the Tier you are working on is the lowest Tier in the sequence, leave the Previous Loyalty Tier Code blank. Otherwise, specify the Code of the previous Tier. For example, if you are creating BRONZE, SILVER, and GOLD, the Previous Loyalty Tier Code for BRONZE should be left blank. For SILVER, it should be BRONZE because BRONZE comes before SILVER. For GOLD, it should be SILVER. This allows the Loyalty system to automatically advance Customers through the Loyalty Tiers as they qualify for the next Tier.
- Enter the Qualification Period as a DateFormula. The Qualification Period tells the Loyalty system how far to look back to see whether a Customer qualifies for the Tier. You should express the DateFormula in a way that results in a past period (e.g., “-1Y” for the last year).
- Finally, enter a Tier Award Period. This DateFormula tells the system how long the Customer is entitled to the Tier once they qualify
Next, you need to assign Loyalty Programs to each Tier to determine how many points for each Program the Customer needs in order to qualify for the Tier. Select a Tier and then select Qualifications from the ribbon. For each Loyalty Program that relates to the Tier, specify the number of Loyalty Points Required.
For example, the customer might need to accrue 100 points over a 1 year period to reach Bronze status, 500 points to reach Silver status, and 1000 points to reach Gold status. Loyalty Tiers will automatically be applied to Customers that are enrolled in qualifying Loyalty Programs.