Outcomes

An outcome is the action that occurs when a member completes a rule (or set of rules) in a campaign behavior. For example, the outcome could be a points award based on the member purchasing specific items in your brand’s catalog. What is important to remember is that an outcome (or a set of outcomes) is associated with the rules in a behavior.

SessionM campaigns support the following outcomes:

  • Offers

  • Points

  • Triggered events

  • Promo codes

  • Tags

Offers

An offer is an item of value given to the customer as a reward - something that a member can earn, redeem or be presented. Offers reward members for completing a certain behavior or series of behaviors, incentivize the purchase of new items, drive more frequent purchases and build brand loyalty.

For example, you could create an offer that promises your members that, as a reward for buying four lattes in a week, the fifth latte is free.

Using SessionM to power offer management enables brands to create and manage various types of offers. Rules can be established for each offer, creative can be uploaded and offers can be awarded through a variety of channels. A series of metrics are available through SessionM’s reporting tool to show impact of an offer to your loyalty program.

See What is a SessionM offer? for a full discussion of offers in the SessionM platform.

Points

A point is a unit of currency that represents the amount of equity that a member has earned in a loyalty program. You can set up currencies for a loyalty program so that members earn points when they perform certain activities in the loyalty program. For example, every time a member makes a purchase, they earn 10 points for every $1 spent online and in retail stores, and five points for every $1 spent in outlets.

Point outcomes can be fixed or dynamic.

  • In a fixed-point outcome, members receive a set (fixed) number of points that does not vary. For example, a behavior could state the members who buy a selected item (a cheese burger for example) earn 100 points.

  • In a dynamic (points per dollar) outcome, the number of points awarded varies depending on the amount of money spent or number of items purchased. For example, a behavior could state that for every gallon of cat litter purchased, members receive 100 points.

See What are points in loyalty programs? for a full discussion of points in the SessionM platform.

Promo codes

Promo codes can be distributed through customer service agents, printed and handed out at live events, or used within broader marketing campaigns. Once a customer redeems the promo code, its associated outcomes are issued to that customer.

See Create promo code for more information.

Tags

A tag is a string of text appended to a loyalty program member’s profile. The tag indicates a specific behavior that a member has performed and the events associated with your brand that they have participated in. Use tags to target campaigns, messages and offers towards or away from specific audiences.

For example, suppose that you run a campaign where the highest level of reward is given to members who spend more than $1000. In addition to the points awarded to the member, a tag that reads "Big Spender" is appended to their profile in the Customers module. Now further suppose that you want to run a campaign targeted to members who spend a lot of money. You can use the "Big Spender" tag as the attribute used to segment the audience for this campaign.

Triggered events

Triggered event outcomes are events that are triggered when customers perform specific behaviors, for example, grant access to an award store or promote a member to a new tier.

Take the following example:

Koalla Retail is a global brand of high-end retail stores. Koalla wants to detect possible fraudulent activity in its loyalty program and send an alert to an internal team charged with preventing fraud. They put a pilot program in place to test their solution. During the pilot phase, only stores in a designated city (New York) are included in the test.

Koalla defines a rule that detects when a member has made 10 or more purchases in a single day at stores in New York city. When this happens, the outcome triggers a custom event that notifies fraud detection team.