Set Up Loyalty Promotions with Data Cloud

Learning Objectives

After completing this module, you’ll be able to:

Create a promotion.
Associate a segment with a promotion.
Publish the segment to an activation target.
Explain how to integrate Loyalty Management with Marketing Cloud Engagement.

Design Targeted Promotions

A segment is most effective when combined with a plan of action to engage segment members. How can the loyalty program make members feel valued and understood?

Some time ago, Cloud Kicks learned that customers who ran more than 30 miles a week reported that the soles of their shoes absorbed too much sweat, resulting in heavy shoes. To solve this problem, Cloud Kicks developed the RoadRunner line of shoes.

Illustration of a running shoe.

It’s designed to solve the problem of sweat absorption in soles. When it launched, the RoadRunner line of shoes did well. But Mary has noticed a dip in sales over the last few months, so she brainstorms ways to boost sales.

Create a Promotion

Mary is happy with the promotion she has designed, so she works with Linda to create it.

This module doesn’t have a special Developer Edition org, so just read along as Linda completes the steps. If you’re working in a production org or on a real-world project, you must follow each step to set up the integration.

Click , and select Loyalty Management.
In the Loyalty Programs tab, click Cloud Kicks Inner Circle.
Click the Loyalty Experiences tab.
In the Promotions related list, click New.
In the New Promotion window, add the following details.

Name: Double Points for RoadRunner
Fulfillment Action: Credit Points
Loyalty Promotion Type: Standard
Select Active.
Transaction Journal Type: Accrual
Loyalty Program Currency: Regular Points
Select Points With Factor.
Point Factor: 2
Start Date: Current date

Click Save.

Next, Linda adds the product RoadRunner to this promotion.

In the Double Points for RoadRunner promotion record, click the Related tab.
In the Loyalty Partner Products related list, click Add Products.
Select RoadRunner.
Click Done.

In this module, Linda used Data Cloud to create a segment and associate it with a promotion. If you’re using another customer data platform, you can set up and manage promotions with campaign members. To do this, use Salesforce Reports to create the segments and members, and then add loyalty program members to Campaigns.

The RoadRunner promotion is up and running. Next, Linda associates the promotion with the segment she created.

Add the Segment to the Promotion

Here’s how Linda adds the Fitness and Sports Enthusiasts segment to the RoadRunner promotion.

Click , and select Loyalty Management.
In the Loyalty Programs tab, select Cloud Kicks Inner Circle.
In the Loyalty Experiences tab, select the Double Points for RoadRunner promotion.
In the Related tab, under Promotion Segments, click Add Promotion Segment.
Select the Fitness and Sports Enthusiasts market segment.
Click Save.

Linda has added the segments targeted for the promotion. Next, she publishes the segment. Publishing is the process of searching and building a segment based on filter criteria.

Publish the Segment

In the previous unit, Linda created an activation target so she can send segment data to Marketing Cloud Engagement. Now it’s time to select the activation target. The data from the segment is sent to this target.

Click , and select Data Cloud.
Click the Segments tab.
Select the Fitness and Sports Enthusiasts segment.
In Activations, click New.
Select Marketing Cloud Engagement Bundle as your activation target.
The Activation Membership entity is auto-populated.
Click Continue.

The segment is published to the activation target based on the schedule set when the segment was created. Linda can also change this schedule by editing its properties.

On the Fitness and Sports Enthusiasts segment page, click the dropdown and select Publish Now. This enables the activation target to pick up the segment.

The Segment page where you publish the segment.

Mary has a segment with target members and a promotion for those members. She now has to communicate the promotion to the target members.

Send Loyalty Promotion Segments to Marketing Cloud Engagement

Mary wants to create a campaign to advertise the promotion, so she deliberates on the communication strategy. When should members receive communication about the promotion? In what format and through what medium? It’s essential that the campaign has an engaging customer journey. Fortunately, she can do it all with Journey Builder.

Design and automate campaigns that guide customers through interactions using Journey Builder, a Marketing Cloud Engagement tool. You need to make the loyalty data and audience data that resides in Salesforce CRM available to Marketing Cloud Engagement to build the customer journeys. Because Loyalty Management is integrated with Marketing Cloud Engagement, you can easily import the data with Marketing Cloud Engagement Connect.

While Mary brainstorms a communication strategy, Linda sets to work on the Loyalty Management and Marketing Cloud Engagement integration.

To learn more about Journey Builder and how to create campaigns, refer to the Journey Builder Basics and Journey Builder Campaigns Trailhead modules.

In the next unit, you see what happens when a member is eligible for a promotion.

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