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SAP Loyalty Marketing 1808Convert Customers into Loyal Brand Advocates
Ganapati Pai
2INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
▪ SAP Loyalty Marketing on SCP
▪ Overview – 1808
▪ Feature Deep Dive
▪ Roadmap 1811
▪ Demo
▪ Q&A
Agenda
3PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Loyalty Marketing on SCP
There are several key factors to consider when creating a Loyalty Program
Deliver Experience that Matters
• Create and deliver real-time experiences that reward customers
• Engage members with accruals & redemptions
• Write customized rules to align with your business
Drive Brand Advocacy
• Encourage online advocacy with ratings & reviews
• Reward sharing of products, offers, and campaigns with redemption opportunities
Be Extendable and Flexible
• Integrate loyalty program with shopping experience
• Partner with commerce and loyalty platforms for enhanced features
• Develop plans to integrate marketing strategy into your loyalty program
4PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Loyalty Marketing – Overview 1808
• Integration to SAP Commerce
• Integration to SAP Marketing Cloud
• Customer Advocacy
• Extensibility
• Program Overview
• Digital cards
• Program Management
• Rules Management
• Tier Management
• Member Management
• Retail Registration, Accrual & Redemptions
• Loyalty Jobs Scheduling
• Point Expiry
5PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Setting up a Rewards Program with SAP Loyalty Marketing
Configure your Loyalty Program and set
up tiers for member upgrades and
retentions
• Define your program name
• Name your Tiers (Gold, Silver, Bronze, etc.)
• Set points to upgrade, downgrade, and retain
• Choose Tier Evaluation Model to determine
when re-classify Loyalty tiers based on
membership activity. This can be periodic or
real time evaluation
• Maintain a conversion ratio between points
and currency. For example, $1 = 1 Loyalty
point
6PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Setting up a Rewards Program with SAP Loyalty Marketing
Allow loyalty members to earn points and
redeem rewards for specific actions by
writing custom rules
• Write rules to reward members for actions
taken such as product purchases, dollars
spent, customer referrals, etc.
• Customize rules to provide additional points for
members based on loyalty registration
anniversary, birthdays, etc.
• Allow members to redeem points for these
actions.
7PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Membership Management in SAP Loyalty Marketing
Manage members by tier to learn about purchase history, points longevity, and send targeted offers to
keep members loyal
8PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Loyalty integration with SAP Marketing Cloud
Interaction Contact in SAP Marketing Cloud with the Loyalty member data
9PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Loyalty integration with SAP Marketing Cloud
Target audience based on Loyalty specific attributes in SAP Marketing Cloud
10PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Setup digital wallets for Loyalty for Digital Cards
Setting up a Digital Wallets with SAP Loyalty Marketing
11PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Design digital card templates for Loyalty Members
Setting up Digital Cards with SAP Loyalty Marketing
12PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Consume Loyalty API’s
API to manage loyalty program, members and member activities of your loyalty
program
13PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Convert Customers to Loyalty Members at the Storefront
Set up a registration page for
customers to earn points when they
sign up
• Track points earned upon registration to the
loyalty program.
• View loyalty history by registration date,
points earned, and any references that can
be attached to the program.
• Display current loyalty tier status, and how
many points are needed to achieve the
benefits of the next tier.
• Integrate the shopping experience with the
loyalty program through SAP Commerce
integration.
14PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Convert Customers to Loyalty Members at the Storefront
Allow members to earn points for
purchases during the shopping
experience
• Set and manage points to currency ratio for
specific products.
• Promote certain products by attaching more
points to them within the customized rules
engine.
• Create brand advocacy by adding ratings
and reviews to products along with the
ability to earn points for sharing.
• Reward members with additional points for
referring promoted products.
15PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Convert Customers to Loyalty Members at the Storefront
Allow members to redeem earned
points from purchases and explore
rewards catalog
• Track member original balance points,
points earned for a specific purchase, and
total points after purchase.
• Attach rewards catalog to the beginning of
the checkout process to allow members to
redeem points for products.
• Promote brand awareness in the rewards
catalog with strategic products.
• Set points totals for products in rewards
catalog during the rules engine setup.
16PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Convert Customers to Loyalty Members at the Storefront
Complete end to end Loyalty program
by connecting storefront activity to
admin UI
• Track lifetime points to date.
• Review loyalty history from registration,
points accrual from orders, and redemption
of rewards in the catalog.
• Review order history for purposes of
targeted offers and member segmentation
strategy.
• Display new achieved status after climbing
up tier levels when enough points are
earned.
17PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What’s coming soon to SAP Loyalty Marketing
As new features such as Apple Wallets integration, Digital Cards management, and Point Expiry
Models are now available, we look ahead to the key components in our next release*
Targeted Offers
• Integrate with marketing for personalized offers
Geomarketing
• Use iBeacons and Geofencing for location based marketing
• Expanded membership reach
• Deeper segmentation with personalized customer profiles
Marketing Integration
*Roadmap subject to change at any time
18PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
DEMO
Q & A