Loyalty Conversion Journey

Journey Name

Frequent Diner to Loyalty Member Transformation

Precise Marketing Objective

Convert regular customers into active loyalty program members, increasing their lifetime value by 60% and visit frequency by 2x, while generating valuable behavioral data.

Target Customer Segment

Primary Segment: Regular non-member customers
Identification Criteria:
- 2+ visits in the last 60 days
- Or 3+ visits in the last 90 days
- Not yet enrolled in loyalty program
- Average ticket >$50
Priority Subsegments:
- Business diners (weekday lunches)
- Weekend regulars (Friday/Saturday dinners)
- Special occasion celebrants

Specific Triggers

Primary Trigger

Event: loyalty_qualification_reached

Conditions:

{
  "total_visits": ">=2",
  "time_period": "60_days",
  "loyalty_member": false,
  "average_spend": ">$50"
}

Timing: Immediate after qualification

Behavioral Triggers

Regular visit pattern detected
Same day/time recurring visits
Similar dish ordering
Coming with same group/person

Detailed Journey Steps

Step 1: Recognition Moment (H+0)

Channel: SMS + Email Content:

“We’ve noticed your loyalty”
Personalized visit recap
VIP program invitation
Pre-generated digital pass waiting
CTA Action: “Activate your VIP benefits”

Step 2: Card Activation (H+6)

Condition: If email opened but no action Channel: SMS with link Content:

Direct link to digital card
“Your loyalty card is waiting for you”
Visualization of points already earned
CTA Action: “Activate now”

Step 3: Gamified Onboarding (Day+1)

Condition: If card activated Channel: Email Content:

Welcome bonus: 100 points offered
First mission: Complete profile
Immediate privilege unlock
Simple usage guide
CTA Action: “Discover your missions”

Step 4: First Reward Teasing (Day+3)

Channel: Rich email Content:

“You’re 150 points away from your first reward”
Progress bar visualization
Ways to earn (reservation, referral, review)
Double points calendar
CTA Action: “Plan your next visit”

Channel: Email Content:

“Marie won a free dinner this month”
Anonymous monthly leaderboard
Most popular rewards
Exclusive member events
CTA Action: “Join the elite”

Step 6: Behavioral Trigger (Day+14)

Condition: Based on historical pattern Channel: SMS Content:

“It’s almost your usual Thursday!”
Double points reminder for that day
Personalized menu suggestion
Pre-filled reservation
CTA Action: “Book with bonus”

Step 7: Milestone Celebration (Day+30)

Condition: If active in program Channel: Email + SMS Content:

New status unlocked
Digital badge awarded
Exclusive privileges activated
VIP event invitation
CTA Action: “Explore your new privileges”

Step 8: Retention Loop (Continuous)

Channel: Adaptive multi-channel Content:

Point expiration reminders
Monthly challenges
Early access to new items
Automatic birthday rewards
CTA Action: Variable by context

Communication Channels

Engagement Hierarchy

SMS (45% CTR): Immediate actions
Email (35% open): Rich and educational content
Web Push (25% engagement): Reminders and notifications

Optimal Frequency

Onboarding phase (Day 1-7): 1 message/day max
Activation phase (Day 8-30): 3 messages/week
Retention phase (Day 30+): 1-2 messages/week
Special events: Unlimited if relevant

Success Indicators (KPIs)

Conversion KPIs

Registration rate: Target 65% of qualified
Card activation rate: Target 80% of registered
Day 7 activation: Target 50% with first action
Month 3 retention: Target 70% still active

Engagement KPIs

Points earned/member/month: >500
Redemption rate: >40%
Program interactions/week: >3
Referral activation: >25%

Business Caramel referral system KPIs

Visit frequency: +100% (2x)
Average ticket: +25%
Lifetime value: +60%
Churn rate: -40%

Caramel Journey Configuration

Journey Flow

journey: loyalty_conversion
segments:
  - frequent_diners_non_members

entry_criteria:
  visits_60d: ">=2"
  loyalty_status: non_member

nodes:
  recognition:
    type: multi_channel
    channels: [sms, email]
    template: vip_invitation

  wait_1:
    type: wait
    duration: 6h

  branch_1:
    type: branch
    conditions:
      - email_opened_no_click: send_sms_reminder
      - pass_installed: send_onboarding
      - no_action: send_urgency

  gamification:
    type: message
    channel: email
    template: missions_unlock
    personalization:
      current_points: "{{calculated_points}}"
      next_reward: "{{nearest_reward}}"
      progress: "{{progress_percentage}}"

Données et Variables

{
  "user_data": {
    "visit_history": [],
    "favorite_dishes": [],
    "usual_companions": [],
    "special_dates": [],
    "dietary_preferences": [],
    "wine_preferences": []
  },
  "loyalty_data": {
    "current_points": 0,
    "lifetime_points": 0,
    "tier": "bronze",
    "next_tier_points": 1000,
    "available_rewards": [],
    "expiring_points": {}
  }
}

Recommended A/B Tests

Test 1: Initial Incentive

Variant A: 100 bonus points
Variant B: $10 immediate credit
Variant C: First drink free
Metric: Conversion and activation rate

Test 2: Gamification Level

Variant A: Simple points system
Variant B: Missions and challenges
Variant C: Competitive leaderboard
Metric: Engagement and retention

Test 3: Communication Cadence

Variant A: High touch (daily)
Variant B: Medium (3x/week)
Variant C: Low touch (weekly)
Metric: Satisfaction vs engagement

Personalization Strategies

Behavioral Personalization

Adapt rewards based on preferences
Timing based on booking habits
Channels based on response rates
Offers based on behavioral seasonality

Contextual Personalization

Weather (terrace vs interior)
Local events
Holidays and vacations
Personal occasions

Predictive Analytics

Churn risk identification
Optimal action suggestions
Reward recommendations
Customer value forecasting

Loyalty Mechanics

Points System

$1 spent = 10 points
Bonus multipliers:
- Online order: 2x
- Off-peak visit: 3x
- Successful referral: 500 points
- Positive review: 100 points

Tiers and Privileges

Bronze (0-999 points)
- Welcome drink
- Priority reservations
Silver (1000-4999 points)
- 10% permanent discount
- Secret menu access
- Exclusive events
Gold (5000-9999 points)
- 15% discount
- Personal concierge
- Free cooking class
Platinum (10000+ points)
- 20% discount
- Monthly chef’s table
- $100 gift card/year

Rewards Catalog

Immediate: Drinks, desserts
Medium: Tasting menus
Premium: Complete dinners
Experiential: Cooking classes, wine tasting
Transferable: Gift cards

Retention Management

Early Warning Signals

Declining visit frequency
Point non-utilization
Decreasing average ticket
No program interaction for 30 days

Intervention Strategies

Personalized win-back offers
Reactivation challenges
Surprise bonus points
Special event invitation

Churn Prevention

Smart exit survey
Graduated retention offer
Membership pause option
Transfer points to gift card

Ecosystem Integrations

System Integration

Visit sync via POS
Automatic points
Visible loyalty status
Benefits applied automatically

Payment Integration

Stripe or processor: Automatic tracking
Integrated fast payment
Cashback in points

Cross-Platform Benefits

Points valid across restaurant group
Status recognized everywhere
Multi-establishment events
Marketplace rewards

Compliance and Ethics

Granular consent
Communication preferences
Data export on demand
Deletion within 30 days

Transparency

Clear and simple rules
No hidden points
Expiration announced 60 days before
Complete accessible history

Fairness

Same benefits for everyone
No discrimination
Disability accessibility
Multilingual support

ROI and Business Case

Investment

Technical setup: $15k
Rewards budget: 3% revenue
Operations: 1 FTE
Marketing: $5k/month

Expected Return

Revenue uplift: +25%
Acquisition cost: -40%
Retention rate: +30%
Word-of-mouth: +50%

Payback Period

Break-even: Month 4
Positive ROI: Month 6
ROI 3:1: Month 12

Evolution Roadmap

Q1: Foundation

Basic program
Wallet integration
Simple points system

Q2: Gamification

Missions and challenges
Leaderboards
Social features

Q3: Ecosystem

Multi-restaurant
Marketplace rewards
B2B partnerships

Q4: Innovation

Advanced personalization
Partner integrations
Extended referral program