Loyalty+ | Single Redemption across Group Loyalty Programs

Release Date: April, 2020.

A conglomerate or group company could now enable their customers to redeem points earned across programs in a single group redemption 


This helps brands in their retention strategy in the following ways:

  • Increased Redemption - As customers would have option to redeem points in any of the group brands, the percentage of loyalty customers doing points redemption will increase.

  • Cross-Brand Engagement - In addition to increased redemption, points redemption across brands will lead to increase cross-brand engagement.

With the single redemption feature, different types of group programs/cross-brand loyalty programs are feasible through loyalty MLP. Details of MLP programs supported are covered in the document attached.

Summary of Product Changes

  • Single Redemption of Points Earned across MLP Programs - During points redemption, a customer could choose to redeem group points i.e. points earned across MLP programs. In case of group redemption, points get redeemed from earning programs based on earliest expiry date - redeemed first logic

Key Points

  • ‘Points’ reporting for MLP programs will be available on Insights+ by June end

  • The following items aren’t covered as part of the current scope.

    • Program-wise filters and access control on Engage+.

    • Program-wise access control on Member Care.

    • Card-based multiple loyalty program.

    • Multiple currencies across MLP programs.

Feature Details

Enabling Group Redemption for MLP Org

  • Similar to MLP configuration, single redemption configuration has to be enabled for an Org. A request has to be raised to loyalty team for this.

Default Group Program

  • When MLP and single redemption settings are enabled for an Org, the default program of the org additionally acts as the default group program. The default group program is a group that includes all programs of the Org.

    • When the end-customer makes group redemption i.e. points earned across programs, the redemption validations and points to currency ratio of the default group program will be applicable.
    • There’s no tier against the default group program.

Group Program Redemption

Configurations 

  • Redeem Group Points and isGroupProgramRedemption - The Points Redemption event in Loyalty includes a new action titled Redeem Group Points. In addition, a new rule expression currentEvent.isGroupProgramRedemption is added to the Points Redemption event.

    • The action Redeem Group Points to be configured in the default program of the Org (which acts as the default group program)
    • The action Redeem Group Points to be configured when currentEvent.isGroupProgramRedemption is TRUE

    • So the redemption actions in the default program to be configured as follows:

      • If currentEvent.isGroupProgramRedemption is TRUE -> Redeem Group Points 
      • Else if currentEvent.isGroupProgramRedemption is FALSE -> Redeem Points
  • Redeem Group Points validation - In the action one of the program redemption strategies could be selected.

  • Redeem Group Points points-to-currency - The redeem group points action will be executed only in the default program of the Org and the points-to-currency ratio of the default program will be applicable.

API

  • Points Is Redeemable API to include two query parameters: program_id and group_redemption 

  • For group redemption, program_id of the default program to be passed and group_redemption to be passed as true.

    • For single program redemption, program_id of the program to be passed and group_redemption to be passed as false.

  • Redeem Points API to include program_id as a query parameter and group_redemption as part of the request body

    • For group redemption, program_id of the default program to be passed and group_redemption to be passed as true

    • For single program redemption, program_id of the program to be passed and group_redemption to be passed as false

Earliest Expiry and Group Redemption View

  • In case of group redemption, points will be redeemed from earning programs based on earliest expiry-redemption first logic. If more than one set of points have same expiry, the points that were awarded first get redeemed first

  • The Get Customer Redemption API includes a new section titled ‘redemption_breakup_by_program’ in each of the points redemption.

    • In case of group redemption, ‘redemption_breakup_by_program’ includes list of earning programs from which redemption takes place 
    • In case of single program redemption, ‘redemption_breakup_by_program’ includes the same program which is specified in the redemption

Group Transfer

  • Similar to points redemption configurations, new action is added for group transfer. In addition, a rule expression is added to check if the points transfer is a group transfer

  • Similar to points redemption, is points transferable and points transfer APIs include program_id and group_transfer as input parameters

  • In case of group points transfer, the customer who receives the transfer gets the points in the default program  

  • In case of points transfer from a specific program, the customer who receives the transfer gets the points in the specified program



Login to post a comment