Loyalty is Fabric's Loyalty Management System (LMS) offering. It lets merchants implement loyalty strategies that enable them to acquire new customers, retain existing ones, and engage with them. These strategies can be in the form of offering rewards points, exclusive membership clubs, or brand promotions.
Loyalty caters to these users:
- Partners and merchants: Partners are the brands or businesses participating in the loyalty program and providing rewards and benefits. Using Loyalty, they can create personalized rewards and benefits based on their business, location, customer segment, and other criteria. They can enroll members through a POS system, storefront, or CRM applications. Loyalty also lets them validate rewards and benefits, receive fraud alerts, block accounts, scan receipts to convert to points, and more.
- Loyalty program operators: Merchants rely on these users to design and manage their loyalty programs. They specialize in crafting effective loyalty programs, and Loyalty provides them with every tool for their disposal. With Loyalty's user interface, they can manage programs, partners, and members. There's a visual rule builder for creating and modifying rules for rewards and benefits earnings. Lastly, there's extensive support for fraud protection using user roles and permissions, change logs, and alert notifications.
- Customers and program members: Customers benefit from being part of a loyalty program where they earn points on their purchases and receive discounts and personalized offers. Using Loyalty, merchants or program operators provide these users with tools for managing their membership. For example, existing customers can check their points balance either on a POS system or a website. New customers can also enroll themselves as members using the said channels. They can also file for missing points, report a lost card, set up marketing preferences, and more.
Loyalty itself is a comprehensive system. Aside from managing loyalty programs, here are some of its unique features:
- Hierarchy view: This feature enables merchants to visually build a hierarchy of the entities (e.g., clubs, partners, business groups) involved in a loyalty program. Instead of creating these entities sequentially using their respective user interfaces, they can easily do that with the view. For example, if a new partner needs to be added, merchants can add them to the hierarchy they belong to and then continue working down to the lower order.
- Merge membership accounts: Loyalty supports the merging of two or more member accounts into one account. Built-in filters are provided to identify the accounts to be merged. The remaining points balances of the merged accounts are also retained and combined. For example, a merchant can join a member's account with the accounts of his or her family, thereby making it a single account.
- Headless integration: Fabric's commerce APIs enable Loyalty to integrate with various web and mobile applications, checkout services, and POS systems. For example, merchants can integrate Loyalty with a Customer Data Platform (CDP) to gain accurate customer profiles. Merchants then use the profiles to help them design unique loyalty plans for their customers.
Here are some examples where the use of Loyalty is suitable:
- A quasi-CRM system for E-commerce startups: Startups don't need to invest in a full-blown CRM system. They can use Loyalty as their temporary CRM system during their growth years. Loyalty has a member management feature that lets them see active members, filter for members, and even enroll new ones. They can review and edit membership information – see current points balance, attach customer-specific notes or change marketing preferences. With Loyalty, these businesses have a customer database to utilize as they grow while saving costs along the way.
- A custom CDP for enterprises: Loyalty provides CDP-like features out-of-the-box. There's support for customer profiling and customer segmentation. Enterprises can build on top of these features to gain a custom CDP solution. Loyalty is already capable of integrating with their e-commerce platforms and CRM systems, ensuring relevant data are synced between them. The next step for these businesses is to use a digital experience platform (DXP) and leverage machine learning and analytics. The result is a basic CDP that they can use to deliver personalized customer experiences.
Last update: May 25, 2021