Campaigns

In Spaaza campaigns are used to issue incentives to users based on certain interaction events, baskets (transactions) and user changes.

In the Spaaza data model, a ‘campaign’ does not only describe a traditional “promotional campaign” or “advertising campaign,” but has a much broader definition. A Spaaza ‘campaign’ represents a set of logic and actions which can be applied to end-users across the whole of the domain associated with a retailer or customer organisation. Spaaza has a set of API endpoints which can be used to add, view, manage or delete campaigns and their properties in order to affect the end-user experience. Additionally, a broad suite of analytics tools is provided to track performance of campaigns and the customers who make use of them.

For example, each of the following examples is managed as a campaign in Spaaza:

• Points wallet - using a ‘wallet campaign’ is it possible to give each customer a points wallet and add points to or remove them from the wallet when events occur such as signing up for membership, or making a purchase. Fine-grained actions are possible using customer segments, such as “double points between 2 PM and 6 PM on a Tuesday in Anytown branch store for customers who previously bought ACME-branded products.”
• Referral rewards - it is possible to configure a ‘referral campaign’ which rewards both a customer and their friend with a voucher when the customer signs their friend up and the friend makes a purchase.
• Order-level discount - a ‘basket campaign’ can be used to give opted-in customers a percentage- or monetary-based discount on one or multiple baskets
• Loyalty programme - a loyalty campaign and associated loyalty rules can be used to configure an entire loyalty programme with loyalty levels and rewards based on status and actions within the programme

Managing campaigns and monitoring performance

In almost all cases, campaigns are managed using the Spaaza Console portal. Performance is also tracked via the Spaaza console using our realtime analytics and graphing tools.

Campaign types

It is possible to configure and manage multiple types of campaign through the Spaaza API. A brief explanation of each campaign type is provided below:

• Basket (Discount) - a basket (discount) campaign is used to apply a percentage discount to qualifying baskets, based on combinations of items in the basket, total basket value, end-user (customer) segment or other parameters.
• Birthday - a birthday campaign allows the issuing of rewards such as points or vouchers to registered customers on or around their birthday.
• Content - content and mobile content campaigns are used to manage content appearing in media properties associated with a retailer or customer organisation, such as white-label mobile apps.
• Interaction - interaction campaigns are used to carry out defined actions when an end-user (customer) interacts with a retailer. Usually in this case the Spaaza backend is notified of an interaction via the interact-campaign API endpoint and then, for example, a reward such as a voucher, discount, free product or points amount is granted to the end-user.
• Login - a login campaign is used to reward the customer, or carry out another action, when a registered end-user (customer) first logs in to a retailer property via the Spaaza login endpoint. The campaign can be filtered so this only applies when the login request is sent by specific types of client.
• Loyalty - a loyalty campaign is used to manage all aspects of a loyalty campaign, such as status levels, associated discounts, points awards and status review cycles. Concepts associated with loyalty campaigns can include loyalty rules and loyalty status levels configurable via the Spaaza Console portal.
• Points Wallet - a points wallet is a ledger-based campaign which assigns a points wallet to individual end-users (customers) and can have amounts added to or removed from it, such as when a customer makes a purchase or interacts with an ‘Interaction’ campaign. Amounts in the points wallet can be converted into rewards and achieving a certain balance can be used as a trigger for ‘Loyalty’ campaign actions, such as changes in status level. Contributor campaigns, such as ‘Spend and Earn,’ can be configured to add amounts to the wallet when certain actions occur.
• Product (Discount) - product (discount) campaigns are used to provide personalised, item-level discounts on individual purchase items in a basket.
• Profile Completion - a profile completion campaign is used to reward an end-user (customer) on completion of their profile. It is possible to configure which profile parameters are required before a reward is issued.
• Purchase Count (Purchase Number) - a purchase count campaign is used to reward an end-user (customer) on their _N_th purchase. It is possible to filter basket value to a minimum limit and rewards are configurable.
• Referral - a referral campaign rewards an end-user (customer) for inviting their friends and contacts to register. It is possible to reward both invitee and inviter with differing rewards and also restrict the moment of reward to the moment the invitee makes their first purchase.
• Signup - a signup campaign rewards an end-user (customer) when they first create an account and opt-in to the associated incentive or loyalty programme.
• Spend & Earn - a spend and earn campaign is a type of “contributor” campaign which contributes points or wallet balance to an end-user’s (customer’s) (points) wallet at a defined percentage of basket value, or for a certain amount, when a purchase is made.
• Spend Target (Progress) - a spend target, or progress, campaign is used to reward an end-user (customer) when they reach a certain level of spending. Filters can be configured on spending, such as whether the target only applies to in-store or online purchases, and rewards are also configurable.
• Wallet - a (monetary) wallet is a ledger-based campaign which assigns a wallet to individual end-users (customers) and can have amounts added to or removed from it, such as when a customer makes a purchase or interacts with an ‘Interaction’ campaign. Amounts in the wallet can be redeemed as a discount on baskets by converting a specified amount of the balance into a wallet voucher. “Contributor” campaigns, such as ‘Spend and Earn,’ can be configured to add amounts to the wallet when certain actions occur.

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Table of contents

• Campaign interaction
• Campaign localisation