Multi-Loyalty Programs (MLP) enables orgs with multiple brands to run a separate loyalty program for each of its org units besides maintaining a single profile of a customer and also for centralized reporting. The loyalty back-end team can enable MLP for an org.

  • To enable MLP for an org, contact the Loyalty team.
  • An org cannot have one program for a zone and another for a concept.

The following are the basic concepts of multi-loyalty programs.

  • An org will have a Default Loyalty Program (org level program) that is created while setting up the org on InTouch. 
  • The Default Loyalty Program is applicable to all zones/concepts and the individual loyalty program is applicable to the zone/concept/card series. So a zone or concept can have two loyalty programs - one is the program created for that particular zone/concept and the other is the default program.  
  • Based on the Till from which an event is triggered, the system identifies the respective zone/concept and initiates the loyalty program associated with it.
  • If an event such as a transaction or registration is triggered, the system first identifies the loyalty program associated with the Till and executes the rules and actions associated with the program.  

If two programs are identified, then the system executes both programs.

  • Strategies or configurations of a loyalty program will be applicable only for that program.

Limitations of MLP

  1. For an org, you can create programs either on concepts or zones but not both.
  2. A zone, concept, or card series can have only one loyalty program (excluding the default program).
  3. A store or Till cannot have multiple loyalty programs (excluding the default loyalty program).
  4. Product category/brand-based loyalty program configurations are not available.
  5. Points or coupons are redeemed from one program at a time.
  6. Multiple currencies are not supported across loyalty programs.
  7. An org can either have zone-based, concept-based, or card-series-based loyalty programs. You cannot have one with concept-based (OU) and another with card-based.

Transaction Behavior

  1. New Transaction - Once a transaction is made, the corresponding programs are identified, and accordingly “new transactions” rules will execute.
  2. Transaction Update - Any transaction update event will only pass through the corresponding program that is configured for the till from which the update event is initiated. In case the transaction add and transaction update tills are different then rules will run for the program where the transaction has originated.
  3. Transaction Return - For the Transaction return event, the rules are executed from the program where the purchase was made, not where the return is made. For example, if a customer transacts at till 1(Program 1) but returns products at till 3 (Program 2), in this case, the return rules are executed from Program 1, not from Program 2.

Types of multi-loyalty program

OU-based Loyalty

Each loyalty program needs to be configured in the system and there should be a defined boundary between each program. For example, if a conglomerate like Reliance wants to run different brands, say Trends, Jewel, and Foodworld, working across zones East, West, and South. In this case Reliance can either run loyalty programs at a brand-level (concept) or zone-level. 

Also, if an org runs in different countries, you can run a separate loyalty program for each country. The following are the different functionalities supported for an org that runs in different countries. For details, see the multi-loyalty program/organization unit.

  • Independent Programs for each of the countries.
    • Separate earning rules and tiers across countries.
    • Separate redemption rules across countries.
    • Separate points-to-currency ratio.
  • Independent Programs for each of the countries + 1 Umbrella Program
    • Separate earning and redemption rules for independent programs.
    • Additionally, One umbrella group program for a group of countries.
    • Earn points in the umbrella group program on purchases in any of the countries.
  • Unified/Single Group Program
    • Separate earning rules and tiers across countries.
    • Single points balance for the end customer.
    • A common set of redemption rules across countries.
    • Single points-to-currency ratio.    
  • To enable MLP for an org,  contact the Loyalty team.
  • To use MLP, the org units of the org should be either zones or concepts.
  • For an org, you cannot have one program for a zone and another for a concept.

Other types of loyalty program that can be achieved through MLP.

  • Multi-Currency and Multi-Country Programs
Bill AmountCaptures in local currency and uses conversion ratio for local-to-base currency conversion.
Bill Amount in LoyaltyCaptures only in base currency.
Points EarningPoints on a bill amount in on the base currency.
Upgrade on AmountEarning of points/bill amount in base currency or based on the custom field of bill amount in local currency.
Points Redemption across ProgramsSingle redemption across programs with single points-to-currency conversion (upcoming)
Points Redemption DiscountCurrency is not applicable for points discount.

Card-based Loyalty

A group company issues multiple loyalty cards of that org and a customer could have one or more loyalty cards that they can use across countries. The loyalty benefits such as points balance, earning rules, redemption rules, tiers, etc - are associated with a loyalty card (and not a country). For details, see card series overview, create card series, generate card number, and issue card to a customer

Create Zone/Concept/Card series based Loyalty Program

Before creating a new program for the org, you need to create a ticket to the support team or PM team requesting your preferred categorization - on what basis do you want loyalty programs to be created for your org. You can have zone, concept, or card series.

To create a loyalty program for an Org Unit, follow these steps.

1.  Log on to InTouch (India/Europe/US/APAC2).

2.  In the menu, click Loyalty+.

3.  Click Create Program to create a new program.

4. On the Create Program page, enter the program details. Refer to the table for field descriptions.

NameSpecify a name for the current loyalty program.
DescriptionEnter a short description of the program.
Add contributorsAdd the capillary POCs that you want to notify on modifications in the loyalty program (reconfigured).
Select EntitiesYou will see either zones, concepts, or card series based on the org's program type.
Add zone(s), concept(s) or card series that you want to associate with the current loyalty program.

5. Click Save. A blank loyalty program is created without any configurations.

6. If the program is inactive, click on the program and click Save on the activation prompt that appears.

7. Once the program is enabled, click on the program to open and click Edit program

  • To modify details of a loyalty program, click Edit program.
  • While configuring ensure that there is no overlap between the two loyalty programs.
  • To inactivate a loyalty program, open the program > Click on the Edit icon > Disable Activate Program > Click Save.

  • Customer activities: For any activity such as transaction and customer update, first, the relevant programs will be identified and then the configured rules and actions will be executed for that particular program. 

The default program will always be executed. However, if the event also matches with any other non-default program, that will also be executed


Step 3: Get Details (API Call)

  • Get Details (API): Whenever any information such as Current points, tier and the bulk call is required, either the calling module will pass the corresponding program or the system will identify the corresponding program from the configuration and pass the relevant value to the caller.

Configure Strategies

  1. Points Allocation Strategy - Each program has its own points allocation strategies. Point allocation strategy can be created and used within a program. The allocation strategy of one program cannot be used in any other program, not even within the Default Program. To know how to create Points Allocation Strategies, click here.

  2. Points Expiry strategy: Each program has its own points expiry strategy. Point expiry strategy can be created and used within a program. The expiry strategy of one point cannot be used in any other program, not even in the Default Program. To know how to create Point Expiry Strategy, click here.

  3. Points Redemption Strategy: Each program has its own points redemption strategy and points to currency conversion ratio. The redemption strategy of one program cannot be used in any other program, not even in the Default Program. Points redemption strategies can be created and used within a program. To know how to create points redemption strategies, click here

    1. While making redemption, the caller has to specify from which program and how much point needs to be redeemed. Whenever a redemption call is made and the program id is not passed, the points will deduct from the program/till where the redemption call is made. 

  4. Manage Trackers - Trackers created within a program can be used and evaluated within the program. It will work the same as in the case of a single loyalty program. Tracker of one program can not be used or evaluated in any other program, not even in the default program. To know more click here.

  5. Customer Registration - Customer once registered in any program by default will register across brands in the org but the enrollment will be done only for the program where the till belongs to.  Enrollment in other brands will not happen till the customer makes a transaction in that program. 
  6. Customer updates - Customer update events will pass through all the programs which as associated with the till from where the event is fired. So if the Org wants to allocate points to the brand loyalty program or Default program, then they have to write rules on the brand loyalty program and Default program as well.
  7. Manage Tiers - Tiers for each program can be created within the program and they work within the program only. Click here to know more.

Configuring Rules/Sets

Rule and set configuration need to be configured at the program level depending on the requirement. The rules configured for lifetime purchases, current points, no. of transactions etc. are always in the context of the program. For example, lifetime purchases are the purchases made in that program. 

For example, let's assume a customer has made 6 transactions across the organization in different tills/store.

If one writes rule within program 1 on currentcustomer.lifetimepurchase, it will be evaluated on 1200, and on program 2 it will be evaluated on 900. Moreover, each program will have it over customer KPIs such as Lifetime purchase, current points, lifetime points, trackers Visit count and the number of transactions. Click here to know more.

View Loyalty Details on Member Care

You can see program-wise (including Default Program) details of a customer with program-level KPIs in Member care and Binary.