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Loyalty

The Loyalty module of the system allows you to record customer details and track their spending habits. You will see the terms customers and members used in different areas. A customer is usually some one who has purchased something from you. For example, you record customer details when you make a customer order. A member is a special customer who is in your loyalty programme and will have points calculated on their transactions.

Both members and customers are set up using the Customer function. Customers and members require a card number to identify them. If you are not using card numbers, you can have the system automatically create a card number the same as the customer's number that can be used for identification. A customer can have more than one card number associated with them. So customers that are used for customer orders could have automatically assigned card numbers and if they join your loyalty programme they can a special card number assigned to them.

A customer/member can have five different categories assigned to them. The first one is reserved as customer type. By default this is 'NEW' but you can set this up to have different types of customers, for example 'SILVER' and 'GOLD'. You can define the purpose of the remaining four types. For example, you might decide to use the second category for employment type and the third category for income level. You can assign names for these categories on the Loyalty tab of System Settings.

The customer type is what enables the system to tell the difference between customers and members. If a customer's customer type is in the Non-Members Customer Type setting on the Loyalty tab of System Settings, then they are a customer. If their customer type is not in the list, they are a member. This is used for statistical purposes.

Members can be allocated points when they join or each time they make a purchase. The Point Rules task allows you to define basic points for purchasing items or for exceeding basket limits, that is total sale value. By allowing points to be based on basket value, you can encourage your customers to buy more in one visit. You can also define extra point rules, for example double points between 9.00 am and 10.00 am. The points are calculated in real time by the Merchant Central Server as the sale is processed.

When you recall a customer, you are shown the number of points the customer currently has. You can also accept points as payment for a sale.

On the POS, when the customer details are displayed on screen the system shows the following information:

2 lines of customer name/ type

3 lines of accounts, points and last visited info

1 line of customer POS comment

1 line of birthday information

As part of your loyalty system you may want to send letters to your members. The system allows you to export selected members to a text file (using the Export Members function) which can then be used as a source for mail-merge documents. You can select the required members using a wide range of criteria - where they live, name, highest sales, customer type, and so on.

New loyalty members can be sent an automatic email via the B2B service. An email template can be set with certain token fields that can be replaced automatically by the system. At present the token if used will be replaced by the customers Title and Last Name fields.

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