End-to-end design and build of an enterprise loyalty automation suite — Tier Recognition, Birthday/Anniversary celebration journeys, and URRC (Unredeemed Reward Reminder Campaign) — integrating Salesforce Marketing Cloud with Vii voucher services, Salesforce CRM, and a customer-facing mobile app.
Three interconnected journeys sharing a unified data architecture, centralised voucher integration, and reusable personalisation templates.
Automated tier upgrade recognition delivering personalised reward emails the moment a member moves from Silver → Gold → Platinum. Vouchers are created in real time via Vii API and embedded directly in the email.
The Journeys dynamically deliver personalised emails/sms and landing pages to eligible members, providing them with a seamless experience for redeeming their rewards. Automated, running daily to target and send reward journeys on their special day.
Tracks members with active but unredeemed reward cards and re-engages them before expiry. A daily CRM-to-SFMC sync checks redemption status; unredeemed members receive a targeted reminder email with their reward details displayed for a seamless redemption experience.
End-to-end data flow — from SFMC journey trigger through Vii voucher creation to CRM sync and mobile app delivery
A SQL daily query selects the target audience and injects them into the journey at 9 AM local time.
Cloud Page calls the Vii REST API to create or retrieve a unique voucher code per member. Code, value, and expiry are written back to a Data Extension.
A Reward Card Redeemed DE is imported daily from Salesforce CRM. The journey decision split reads this DE to check each member's redemption status.
Cloud Page makes REST API call to Vii to create or retrieve a unique voucher. Voucher code, value, and expiry written back to SFMC Data Extension and embedded in email via AMPscript.
Vii sends a Daily Zero Balance File to Salesforce CRM, updating the Reward Card Object. An Automation Studio import job syncs redemption status back into SFMC for the journey decision split.
Post voucher creation, the Reward Card Object in CRM triggers a push notification to the mobile app, displaying the reward in the member's "Your Rewards" module for in-store redemption.
AMPscript-personalised email with dynamic tier-based reward value, embedded voucher code, and member barcode. Sent 7 days before birthday with a 30-day redemption window.
Here's a %%BirthdayRewardValue%% Birthday Reward to help you celebrate. Enjoy it on something special!
Shop with your Birthday Reward in-store or online by %%ExpiryDate%%
REDEEM NOWReward expires %%ExpiryDate%%
Member Number %%MemberNumber%%
Unsubscribe · Terms & Conditions apply. Reward value based on membership tier.
A personalised Cloud Page served via the email CTA. Displays the member's reward card with live balance, barcode for in-store redemption, and full card details. Powered by AMPscript + Vii data.
Member No. %%FormattedMemberNumber%%
Here's to another year!
Treat yourself to your %%AnniversaryRewardValue%% Anniversary Reward.
Expires %%ExpiryDate%%
To redeem, present in-store or enter online as a Reward at checkout.
SHOP NOWOriginal Value: %%AnniversaryRewardValue%%
The customer-facing output of the URRC program. All active, unredeemed rewards are displayed here — accessible via the mobile app and loyalty portal. Each reward links to its personalised redemption Cloud Page. Updated daily via CRM sync.
All active rewards displayed above. Updated daily via CRM sync.
Three key engineering phases — from data architecture through integration to personalisation and redemption tracking.
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