Setting up properties and campaigns
In order to set loyalty campaigns you must log into your partner account at partner.koomalooma.com. If you haven’t registered for an account yet, you can follow the instructions and sign-up for an account, free of any charge.
To make things easier we try to use as much as possible the same terminology of Google and other ad networks. In fact with koomalooma you will run loyalty campaigns which are quite similar to advertising campaigns. However you will be running campaigns on your own sites for your own products. Before setting loyalty campaigns on kooma·looma you should get familiar with three concepts: Properties, Goals, Campaigns.
Before setting loyalty campaigns you must define the property/ies on which the campaigns will be running. A property can be any of your browser accessible sites or stores (for example your e-commerce store or a mobile site).
To set a property click on the “Property” tab on the left side of the screen, click on “Add a new property” and follow the instructions.
You can run koomalooma on as many properties as you wish.
Setting Loyalty Campaigns
Campaigns are the loyalty activities that will be running on your property/ies. As for any marketing activity a loyalty campaign must have a specific goal to which it is associated. In other terms the Goal is the “why” you are running the campaign.
You may want to run campaigns simply to increase retention and returning customers, or you might want to use campaigns to attract new members, to engage your current customers or others.
When you set up a loyalty program it is important you define what goals you want to achieve so you can configure your campaigns accordingly.
To set a campaign just select the Property on which you wish to run the campaign. Then click on “Add new campaign” button.
You are free to run as many campaigns as you wish on the same property. However you cannot run the same campaign on multiple properties. For each property you need to set dedicated campaigns
To make things simple, we have grouped campaigns into five categories based on the loyalty goal you want to achieve on your property.
Each campaign must be associated to one of these goals:
- Acquisition (Acquire new users/customers)
- Engagement (Engage current users/customers)
- Retention (Retain current users/customers)
- Lift (Push users to spend more)
- Shift (Push users to spend on other products)
You must also define a “value” for each campaign. The value is the cost (in points) you are ready to spend in order to reach your goal. For example you might be willing to spend 3% of the amount purchased by the user to motivate the user to return to your store.
Once you have defined the campaign goal and value, by clicking the “Create campaign button” our platform will generate the code you must use to integrate the “earn” widget into your platform.
To complete the integration you will need to use our API integration guide.
To make things simple, we have grouped campaigns into five categories based on the goal you want to achieve on your property. Every time you are setting loyalty campaigns you will need to associate each campaign to a specific goal.
These goals are a simplification (we are aware that the effects of a campaign could actually be cross-category). However, when setting loyalty campaigns, goals force you to prioritize campaigns on the main effect you wish to pursue. This also facilitates the configuration on your side.
Every campaign is always categorized as either Transactional or Non-Transactional Activity related. Transactional activity campaign means that you issue points only in connection with a purchase transaction completed by the user. On the contrary, Non-Transactional Activity (NTA) is for loyalty campaigns that are not directly connected to any transaction. With NTA you are issuing points for activities that are simply supporting your marketing (e.g. you issue points to users that subscribe to a newsletter or that invite friends to test your product).
Loyalty Campaign Types Table
|Acquisition||Non-Transactional||This campaign is for helping you acquire more users. So typically you will be issuing points to your newly acquired users/customers for something like checking out your product or maybe to your current users that invite friends.|
|Engagement||Non-Transactional||This campaign is for helping you generate more interactions with your users. For example, you could issue points to a user that will answer a survey or share on social media an opinion on a product you sell.|
|Retention||Transactional||This campaign is designed mainly to motivate customers in returning and in buying from you as opposed to a competitor.|
|Lift||Transactional||This campaign is designed to stimulate customers to purchase the more expensive products in the store instead of the cheaper ones.|
|Shift||Transactional||This campaign is for stimulating customers to purchase more of a specific group of products.|
Dynamic and Fixed Loyalty Points Issuing
When setting loyalty campaigns of “Acquisition” or “Engagement” type, you will issue points in fixed amounts. This means you can establish how many dollars worth of points that specific action is worth for you. For example, you could set to issue 40 points for each user inviting a friend to download your app. In this example we have a 0.4 Euro Cost Per Install.
For “Retention” loyalty campaigns instead the amount of points is defined dynamically. You will set dynamic amount of points as a % of a parameter you feed to our platform. Generally the parameter is the price of the product. When setting loyalty campaigns that are “dynamic”, you can for example give back to the user 3% of the product sale value worth of points.
koomalooma offers more sophisticated campaigns: “Lift” and “Shift”. This is an example of a “shift” loyalty campaign. Let’s say you are selling two brands of products: Brand “A” and brand “B”. On brand “A” you have a much higher margin than “B”. You could set 5% Funding Rate for “A”, but only 2% for “B”. You will motivate customers to buy more “A” than “B” and this will increase your margins. Shift campaigns can be very useful also for “stock” management purposes (e.g. stimulate products that will soon expire).
Campaign Types and Fixed vs Dynamic Points Issuing Table
|Acquisition||Fixed||You define how many points the specific call to action for acquiring users is worth to you.|
|Engagement||Fixed||You define how many points the specific engagement is worth to you. You could define that signing up to the newsletter is worth 100 points. Or you could issue 200 points to those users that take their time to fill out a lengthy survey.|
|Retention||Dynamic||You define the points based on the value of the transaction. This is called Funding Rate and it is a “%” of the End User Price. How much of the amount the user is paying for your product are you willing to return in points? For example, if you set 3% Funding Rate you will be issuing 0.30 Euros of points for every 10.00 Euro of purchases.|
|Lift||Dynamic||You define two funding rates. A higher funding rate for the products with a higher price point. For example, if you are selling two packages: a basic for 10 Euro and premium for 20 Euro. You could set 3% Funding Rate for the Basic but 5% for the premium. Your customer will receive 30 points for the 10 Euro package, but will receive 100 for the 20 Euro package.|
|Shift||Dynamic||You define two funding rates, setting a higher funding rate for the group of products you want to stimulate users to purchase more of.|