Loyalty Program

The uniPAY Marketing solution is designed keeping in mind the challenges in effectively managing loyalty programs at the point of sale given the constraints of IT infrastructure and manpower available retail outlets serving the customer. The solution comprises of a uniPAY client component that integrates into the retail front-end POS system or a bank EDC (credit card swipe) machine and a backend uniPAY switch for accepting transactions from the front-end. The switch further routes the transactions to a uniPAY card management system (host) for processing and customer account management. The host also contains uniPAY reporting, a sophisticated analytical reporting tool which helps marketers to slice and dice the customer data. Finally the solution contains uniPAY campaign (offers and promotions) management system that helps marketers run targeted, measurable promotions for their loyal customers based on the trends observed through the reporting system. The figure belows show the typical uniPAY Marketing solution architecture deployed for brands and retailers.

How it works?

• The first step in loyalty program design is identifying the key marketing objective being drive to design the currency-points, tiers, services and privileges under the program.
• Once the objectives are set, the card management is initiated. This involves using the issuance and customer profile management components of uniPAY Marketing solution to design the system tiers, currency-point system and Know-Your-Customer (KYC) forms.
• The forms and welcome kit management activity is put in place and Innoviti then integrates it uniPAY client (loyalty) in the POS or the EDC (depending upon the IT strategy decided) to accept the loyalty transactions.
• The uniPAY switch and host are also configured for accepting end-of-day files from the POS for associating the bills with the customer card number to track the customer purchase history.
• Points redemption services are provided through the POS or the EDC.
• Once information is coming into the uniPAY host, the product (SKU) masters and customer profile are integrated to create a full view of the customer's purchase history through uniPAY reporting tool. This can then be used by the brand marketers to identify promotions and offers.
• The uniPAY client integrated has the capability to run the promotions and offers at the point-of-sale in the store, providing for a cost-effective way of targeting a customer during their visit.
• The effectiveness of the campaign can be measured through the POS transactions to provide for a closed-loop analysis of the offer efficacy.

Innoviti's Services

• Consultancy in design of the program mechanism based on the marketing objective. This would involve currency-point system, tier, privileges and services, points redemption mechanism, promotion and offer redemption mechanics and other operational aspects of the program.
• Welcome kit printing and dispatch.
• KYC form design, Optical Character Recognition (OCR) capture and read-in to database.
• uniPAY client integration with POS or EDC.
• Configuration of uniPAY switch and host as per program requirements.
• Integration of day-end sales and product masters (SKU) into customer purchase history reporting system.
• Auto-report configuration and dispatch.
• Customer card statement dispatch.
• Promotion and offer configuration in campaign management system, delivery (postal, email, SMS) and redemption of offers, campaign effectiveness reporting.
• Partner programs with other related brands to provide cross-redemption or offers from such brands.

Benefits

• An integrated technology platform for loyalty and database marketing.
• Allows for targeted, measurable promotions.
• Entire solution provided on a hosted basis making it cost-effective to sample and scale.
• Integrated service delivery including consultancy, cards, technology management, campaigns and partner promotions.
• Ability to prototype promotions cost-effectively and coarse correct the same in real-time.