Customer Loyalty Options in Sitecore Experience Commerce 9


The goal of establishing customer loyalty is to transform a company's one-time customers into regular customers. Customers should always return to their preferred company and a strong sense of company loyalty prevents them from changing to another brand or supplier. This can be achieved by enabling customer loyalty programs within Sitecore Experience Commerce.

A customer loyalty program is a rewards program offered by a company to customers who frequently make purchases. A loyalty program may give a customer free merchandise, rewards, coupons, or even advance released products.

Business owners and marketers enjoy the benefits of customer loyalty programs because they enhance and improve customer retention levels. Customers appreciate the programs because they add value to their purchase, and the rewards increase as they continue to remain loyal.

In this article, we will explain the few ways we can configure/provision customer loyalties in Sitecore Experience Commerce 9, including:

  • Loyalty Purchase Aggregation - Rule Based
  • Loyalty from CRM Systems - Omnichannel Businesses
  • Automatic Loyalty Discounts - Past Purchases Customer Promotion

 

Loyalty Purchase Aggregation Under Customer Profile - Rule Based

Extend Customer profile using composer templates and adding Loyalty attributes. Most common loyalty attributes are Loyalty Points, Loyalty Status. Loyalty Points can be accumulated based on a point to dollar or on a rule based by extending Customer/Order plugin. Loyalty Status will be updated based on business rules when a customer reached certain points. Say 5000 Points will give customer a Gold Status. Promotion service will be extended to provide benefits based on loyalty points/Status. Sitewide promotion will be created/configured to apply automatic discounts based on any of the below matrix:

  • 1000 Points   - Bronze Member - 10%
  • 3000 Points   - Silver Member  - 15%
  • 5000 Points   - Gold Member    - 20%

 

Below screenshots will illustrate the Customer Loyalty Experience:

Habitat Gold in Sitecore Commerce

Habitat Silver in Sitecore Commerce

Habitat Bronze in Sitecore Commerce

 

Below screenshots illustrate admin screens on Loyalty setup/configurations:

 

Customer profile extensions:

Customer Profile Extensions in Sitecore Commerce

Customer Profile Extensions in Sitecore Commerce

 

Rule based promotions:

Rule Based Promotions 1

Rule Based Promotions 2

 

Promotion Loyalty qualification setup:

Promotion Loyalty Qualification Setup

 

Loyalty from CRM Systems - Omnichannel Businesses

 

In this option, instead of points getting accumulated with in the (Sitecore) website, points and member status will be updated from CRM systems at regular intervals. This type of loyalty updates/integration are common in Omnichannel Businesses, say business has physical brick and mortar store and online sales channels.

 

Loyalty fromm CRM Systems

 

Loyalty Discounts - Past Purchases Customer Promotion

 

This is an out-of-box Sitecore promotion functionality which looks into customer's past sales/purchase history and apply automatic discounts based on business rules for qualifications and benefits. Below are out of the box qualifications. Additional loyalty qualification refinements like reward for customers who spent certain dollars with in a certain timeframe can be customized by extending the promotion service.

Shopper history qualifications:

Related to the transaction history of the current shopper:

  • Current Customer Has Purchased [specific] Item?
  • Current Customer Has Purchased Item with [specific] Tag?
  • Current Customer Orders Count [compares] to [specific value]?
  • Current Customer Orders Total [compares] to [specific value]?

Rule based promotions:

Rule Based Promotions in Sitecore Commerce

Rule Based Promotions in Sitecore Commerce

 

Promotion Loyalty qualification setup:

Promotion Loyalty Qualification Setup 2

 

Please reach out to XCentium for further information regarding this feature. Please click here for more articles on Sitecore Experience Commerce 9.

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