Loyalty tiers

Loyalty programs help brands increase customer loyalty and provide incentives for customers to continue to interact with brands. Loyalty tiers exist within loyalty programs to incentivize customers to interact more with a brand. For example, a loyalty program may provide customers incentives to buy more products to move up to the next loyalty tier.

Amperity provides the following attributes to build audiences that help brands better understand how to bring more value to their customers through their loyalty program:

• Loyalty balances

• Loyalty membership

• Loyalty profiles

• Loyalty spend

• Loyalty tiers

Loyalty tier attributes

Tier-based loyalty programs provide different types of incentives to customers based on the tier to which they currently belong. Brands often use tiers to give their customers a goal: belonging to a higher tier means customers will receive more exclusive offers and better rewards. In return, brands are able to focus more of their marketing activity on high-value customers and on encouraging customers who are in lower tiers to move up into higher tiers.

These loyalty programs also retain information about which channels or by what method their members signed up. Brands can use this information to determine how their customers best interact with their brand. For example, whether customers sign up more frequently through the brand’s website or through an online social platform (Facebook).

Amperity provides the following attributes that your brand can use to build audiences around loyalty tiers within your loyalty programs:

Attribute	Description
Current Tier	The name of the rewards tier to which a customer belongs. Tip Combine this attribute with the Spend to Keep Tier to build audiences for campaigns that encourage your customers to take steps to remain in their current tier.
Next Tier	The name of the next loyalty tier to which, pending points accumulation, a customer will belong. Tip Combine this attribute with the Spend to Next Tier to build audiences to include in a campaign that encourages your customers to take steps to move to the next tier.
Sign-up Channel, Sign-up Method	Use the Sign-up Channel and Sign-up Method attributes to filter customers who belong to your brand’s loyalty program. For example, to build audiences for customers who signed up for your loyalty program in-store or online or joined your loyalty program using their email address or phone number.

Access attributes

You can access loyalty tier attributes directly from the Segment Editor. To add these attributes to your segments, click Add criteria, select the Unified Loyalty table, and then add the combination of loyalty tier attributes you want to use in your segment. Apply conditions and specify values for each attribute as necessary.

Available conditions

The following table lists the conditions that are available to these attributes.

Note

These attributes have a String data type. All String data types share the same set of conditions. Recommended conditions for these attributes are identified with “  Use this condition when” and conditions with more limited use cases are identified with “  Not recommended”.

Condition	Description
is	Use this condition when Use the is condition, when you want to return an audience that is associated with a specific loyalty tier. For example, use the Current Tier and Sign-up Method attributes with this condition to return an audience of high-value customers that signed up via a brand’s website.
is blank	is blank returns an audience that is not associated with any loyalty tier.
is in list	Use this condition when Use the is in list condition, when you want to return an audience that is associated with any loyalty tier that is in the specified list. For example, use the Current Tier attribute with this condition to return an audience of high-value customers that are associated with the “Gold” and “Platinum” tiers in your loyalty program.
is like	is like returns an audience that is associated with a loyalty tier that shares the same set of specified characters.
is not	is not returns an audience that is not associated with a specified loyalty tier.
is not blank	Not recommended is not blank returns an audience that is associated with all loyalty tiers.
is not in list	Use this condition when Use the is not in list condition, when you want to return an audience that is not associated with any loyalty tier in the list. For example, use the Current Tier or Next Tier to return an audience of at risk customers that are not associated with the “Gold” and/or “Platinum” loyalty tiers.
is not like	is not like returns an audience that is not associated with a loyalty tier that shares the same set of specified characters.
is not NULL	Not recommended is not NULL returns customer records that are associated with any loyalty tier.
is NULL	is NULL returns customer records that are not associated with any loyalty tier.