Make Every Offer Relevant With Segmentation and Targeting

Not every loyalty member is the same. Some pull up to the pump every morning and never set foot inside the store. Others are in and out three times a week, buying energy drinks and nothing else. Some signed up for your car wash subscription six weeks ago, have used it seven times, yet haven’t set foot in the store. Each of those members has a different relationship with your brand, and sending them all the same offer is one of the fastest ways to erode the value of your program.

Segmentation and targeting are about delivering relevant offers and avoiding the noise. They connect purchase behavior, app activity, and demographic data to enable your loyalty program to maximize ROI and increase member retention.

The Difference Between Blasting and Targeting

Loyalty programs will always have a core foundation that is similar to all members: points systems, clubs, and member-only discounts. This is the starting point and at the launch of a new program, this can work well for a while to build the member base.

However, that alone is not enough. You need to move beyond this to create high levels of member engagement and retention. Segmentation and targeting with offers and rewards is the next step in your communication process.

Because you gather data and understand your most valuable customers, now you can act systemically on every opportunity to engage them. And, since you also know who visits often and who lapses in visit frequency, you can target them with relevant offers to reward some and win the others back sooner.

Instead of broadcasting to your entire list, you direct every offer, every push notification, and every reward mechanic to the specific members for whom it is actually relevant.

Building the Right Audience for Any Situation

The segmentation builder is designed to be as simple or as precise as the situation requires. Designed specifically for retailers, the Admin Dashboard brings every part of your program, like campaign management, member support, team governance, automation, and reporting, into one place. Your team moves faster, makes fewer mistakes, and spends less time chasing down information across disconnected tools.

The dedicated Liquid Barcodes Customer Success team is composed of experts in loyalty and platform mechanics. Working in tandem, the LB CSM and loyalty managers can collaborate to deploy best-in-class ideas and test new ones. The team sets the logic once, and the segment does the work from there.

For a broad seasonal promotion, a loyalty manager can use quick filters in the campaign wizard to target all members, a specific region, or a brand following in seconds. For a more surgical campaign, the full segmentation builder supports multi-condition logic with and/or options, thresholds, and time windows.

Multiple data points are available for targeting to cover the full picture of how a member engages with your program.

• Purchase behavior covers recency, frequency, total spend, specific categories, individual SKUs, and stores visited.
• App activity signals opens, coupon redemptions, stamp card progress, game participation, survey responses, and points balances.
• Subscription data captures plan status, lifecycle events like new starts, renewals, upgrades, downgrades and cancellations, and usage.
• Lifecycle signals determine where members are in their journey from signup to usage lapses. Frequency caps and quarantine windows keep members from being over-messaged, which protects both engagement rates and the member experience.
• Group benefits identify special group membership for students, employees, and veterans.

Dynamic segments are evaluated on a rolling schedule and automatically refresh based on the latest purchase data, app activity, and program behavior. You are not working from a static export that was accurate three weeks ago. You are targeting based on what members have actually done recently.

Making Every Communication Feel Relevant

When the right offer reaches the right member at the right moment, delivered consistently across the app, push, and SMS without any manual coordination holding things together, the program stops feeling like a points ledger and starts feeling like a genuine reason to keep coming back.

The Liquid Barcodes complete loyalty solution offers retailers the autonomy and support to execute complex, yet flawless customer programs. Retailers will enjoy beautifully designed mobile apps, an easy-to-use, comprehensive Admin Dashboard, and a dedicated Customer Success team to support you throughout the journey.

Ready to see how segmentation works inside the Liquid Barcodes platform? Book a Demo and see what targeted loyalty can do for your operation.

About Liquid Barcodes

Liquid Barcodes is the leading loyalty platform for convenience retailers. Unlike other solutions, ours has been designed from the ground up to retain member engagement and activity. Every aspect, from the fundamental system architecture to the small details that make our loyalty apps such a joy to use, is crafted to ensure a highly personalized, gamified experience.

Our loyalty programs are so engaging and visually appealing that members remain active over time, making us better than any other solution at retaining your members’ attention. Increased attention, translates into increased impact. Ultimately, these differences will make your loyalty program a more powerful and effective tool, when you work on increasing basket size and visit frequency.

About the Author

Carolyn Schnare, Chief Content Officer, Liquid Barcodes

Carolyn Schnare has been involved with the convenience retailing industry for over two decades, with extensive knowledge of customer engagement and marketing, sustainability, and community outreach. Before Liquid Barcodes, Schnare worked at NACS (National Association of Convenience Stores) in a variety of roles from event production to communications. Schnare currently hosts the popular Future of Convenience podcast, produced by Global Convenience media group.