Plan Your Loyalty Program

Learning Objectives

In this project, you’ll:

• Design a loyalty program, tier groups, tiers, and currencies.
  
• Add benefits and associate them with tiers.
  
• Create a voucher definition and promotions.
  
• Define a loyalty member and a group.
  
• Create a transaction journal.
  

Before You Start

Before you start this project, consider completing this recommended content:

• Loyalty Management in Marketing Cloud Next: Basics
  

Challenges with Loyalty Programs

A good loyalty program is key to keeping customers happy and coming back. In this project, you explore how to build a loyalty program that really works for customers.

Companies often face challenges when setting up loyalty programs.

• Separate systems: Integrating multiple solutions to track loyalty activities and manage data in real time can be time-consuming and complex.
  
• Program tracking: Accurately tracking customer lifetime value and spending resulting from loyalty program engagement often requires an expensive, custom implementation.
  
• Audience targeting: It’s difficult to identify the right audience for promotions, benefits, and rewards to encourage repeat purchases.
  
• Timeliness: It’s crucial to engage loyalty program members at the right time with relevant benefits, which is complicated.
  
• Points management: Managing points—debiting, crediting, and expiring them for multiple transactions–is a complex process.
  

To overcome the obstacles, Salesforce Loyalty Management gives you digital tools for setting up and managing your loyalty program with ease and success.

In this project, you get hands-on experience in consolidating a customer’s entire journey and customizing engagement strategies.

New Acquisition, New Requirements

It’s an exciting time for Cloud Kicks, a company that makes stylish and comfortable custom sneakers. It just acquired En Mode, a designer shoe brand. This strategic move will help Cloud Kicks build its reputation as a fashionable shoe brand.

Cloud Kicks has seen a consistent increase in sales, thanks to its thoughtfully crafted loyalty program. Results include increased purchasing by existing members and the enrollment of many new members.

En Mode, on the other hand, has struggled to retain customers and foster loyalty, leading to stagnant sales. En Mode’s current systems make it difficult to track customer lifetime value accurately. To address these issues, management wants to create a new loyalty program for En Mode. Mary Levy, the loyalty program manager at Cloud Kicks, is in charge of designing the program.

Before Mary designs the program, she analyzes the En Mode clientele to understand their needs, preferences, and spending patterns. She wants to make sure the loyalty program is relevant and rewarding. Her goal is to convert 30% of ‌program members into brand advocates in 2 years.

Now, imagine you’re a loyalty program administrator charged with helping Mary set up and run the program in the Loyalty Management app.

After some research, Mary outlines the program requirements.

• Tiers: Mary wants to categorize members based on their engagement with the brand and the program to help determine their rewards. She decides to create a straightforward, three-tier structure. When a member joins the program, they automatically enroll in the base tier.
  
• Points: As members engage with the brand and the program, they earn different kinds of points. Members earn qualifying points that help them move to higher tiers, and they accrue non-qualifying points to purchase En Mode products and services.
  
• Rewards: To encourage members to engage with the program, Mary wants to reward them with benefits like exclusive experiences, free shipping, access to meet and greets, and more. While some benefits apply to all members, members of higher tiers will get additional perks.
  
• Product promotion: En Mode launched its flagship line of shoes, LevelX, almost a year ago. But only a small customer segment bought the shoes, and the total sales volume was low. To improve sales, Mary intends to offer discount vouchers with each shoe purchase.
  

With the program goals defined, you’re ready to help Mary craft them in Loyalty Management.

Sign Up for a Developer Edition Org with Loyalty Management

To complete this project, you need a special Developer Edition org that contains Loyalty Management and our sample data. Get the free Developer Edition, and connect it to Trailhead now so you can complete the challenges in this project.

A Developer Edition (DE) is a free, fully featured Salesforce org separate from your organization’s Salesforce org. It's a place where you can experiment and try new things from a blank slate or a special configuration. In this project, you sign up for a DE org that includes configured Loyalty Management tools and features, plus sample data so you can start to experiment right away.

Note that this Developer Edition is designed to work with the challenges in this badge and might not work for other badges. Always check that you’re using the Trailhead Playground or special Developer Edition org that we recommend.

1. Sign up for a free Developer Edition org with Loyalty Management.
   
2. Fill out the form.
   
   • For Email, enter an active email address.
     
   • For Username, enter a username that looks like an email address and is unique, but it doesn’t need to be a valid email account (for example, yourname@lm4ever.com).
     
3. After you fill out the form, click Sign me up. A confirmation message appears.
   
4. When you receive the activation email (this might take a few minutes), open it and click Verify Account.
   
5. Complete your registration by setting your password and challenge question. Tip: Save your username, password, and login URL in a secure place—such as a password manager—for easy access later.
   
6. You are logged in to your Developer Edition.
   

Now connect your new Developer Edition org to Trailhead.

1. Make sure you're logged in to your Trailhead account.
   
2. In the Challenge section at the bottom of this page, click the playground name and then click Connect Org.
   
3. On the login screen, enter the username and password for the Developer Edition you just set up.
   
4. On the Allow Access? screen, click Allow.
   
5. On the Want to connect this org for hands-on challenges? screen, click Yes! Save it. You are redirected back to the challenge page and ready to use your new Developer Edition to earn this badge.
   

Amazing! You’ve identified the challenges faced in managing loyalty programs and signed up for a Developer Edition org with Loyalty Management. Next, you’ll set up a loyalty program.