sales-loyalty

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Customer Loyalty Programs

客户忠诚度计划

Help the user design and manage loyalty programs — from strategy and structure through points/tiers/rewards mechanics, member engagement, and ROI measurement. This skill is tool-agnostic but includes platform-specific guidance for Brevo Loyalty, Smile.io, LoyaltyLion, Yotpo, Stamp.me, and custom-built solutions.

帮助用户设计和管理忠诚度计划——从策略、架构到积分/等级/奖励机制、会员参与度优化以及ROI衡量全流程覆盖。本技能不限制工具使用，同时提供Brevo Loyalty、Smile.io、LoyaltyLion、Yotpo、Stamp.me以及定制化解决方案的平台专属指导。

Step 1 — Gather context

步骤1 —— 收集上下文信息

Ask the user:

What do you need help with?
- A) Program design — creating a new loyalty program from scratch
- B) Tool selection — choosing loyalty program software
- C) Points & rewards — setting up earning rules and reward catalog
- D) Tiers / VIP — designing tier levels and progression
- E) Member engagement — increasing participation and redemption
- F) Analytics & ROI — measuring program effectiveness
- G) Integration — connecting loyalty to e-commerce, CRM, or POS
- H) Migration — switching loyalty platforms
- I) Something else — describe it
What type of business?
- A) E-commerce / DTC
- B) Retail (physical stores)
- C) SaaS / subscription
- D) Hospitality / restaurants
- E) B2B
- F) Multi-location / franchise
- G) Other
Current loyalty setup?
- A) No program yet — starting from scratch
- B) Using Brevo Loyalty
- C) Using Smile.io
- D) Using LoyaltyLion
- E) Using Yotpo
- F) Using a custom-built solution
- G) Using another platform
- H) Have a basic program (punch card, discount codes) but want to upgrade

If the user's request already provides most of this context, skip directly to the relevant step. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end.

询问用户以下问题：

你需要哪方面的帮助？
- A) 方案设计 —— 从零搭建全新的忠诚度计划
- B) 工具选型 —— 选择忠诚度计划软件
- C) 积分与奖励 —— 设置赚取规则和奖励兑换池
- D) 等级/VIP —— 设计会员等级和升级规则
- E) 会员参与度 —— 提升参与率和兑换率
- F) 分析与ROI —— 衡量项目有效性
- G) 集成对接 —— 将忠诚度系统与电商、CRM或POS系统打通
- H) 迁移 —— 切换忠诚度平台
- I) 其他需求 —— 请描述具体内容
你的业务类型是什么？
- A) 电商/DTC
- B) 线下零售
- C) SaaS/订阅制
- D) 酒店餐饮
- E) B2B
- F) 多门店/加盟连锁
- G) 其他
当前的忠诚度配置是怎样的？
- A) 还没有相关计划 —— 从零开始
- B) 使用Brevo Loyalty
- C) 使用Smile.io
- D) 使用LoyaltyLion
- E) 使用Yotpo
- F) 使用定制化解决方案
- G) 使用其他平台
- H) 已有基础计划（集点卡、折扣码）但需要升级

如果用户的请求已经提供了大部分上下文信息，可以直接跳转到对应步骤。 优先基于合理假设（需明确说明假设内容）给出你能提供的最优答案，最后再提出1-2个最关键的澄清问题即可。

Step 2 — Strategy and approach

步骤2 —— 策略与落地方法

Loyalty program types

忠诚度计划类型

Type	How it works	Best for	Example
Points	Earn points on purchases, redeem for rewards	E-commerce, retail	1 point per $1 spent, 100 points = $5 off
Tiered	Higher tiers unlock better perks	Brands wanting aspirational status	Silver → Gold → Platinum with increasing benefits
Paid / VIP	Pay for membership with exclusive benefits	Premium brands, Amazon Prime model	$99/year for free shipping + early access
Cashback	Earn store credit on purchases	Price-sensitive customers	5% back on every purchase
Punch card	Buy X, get 1 free	Cafes, salons, simple retail	Buy 10 coffees, get 1 free
Experiential	Rewards are experiences, not discounts	Luxury brands	Early access, exclusive events, personal styling

类型	运行逻辑	适用场景	示例
积分制	消费赚取积分，积分兑换奖励	电商、零售	每消费1美元得1积分，100积分可抵扣5美元
等级制	更高等级解锁更优权益	希望打造身份感的品牌	白银→黄金→铂金，权益随等级提升
付费/VIP制	付费购买会员资格获取专属权益	高端品牌、Amazon Prime模式	每年99美元享免邮费+优先购权益
返现制	消费可获得店铺积分抵扣额度	对价格敏感的用户群体	每笔消费返现5%
集点卡制	购买X次获1次免费权益	咖啡馆、美发店、小型零售	买10杯咖啡送1杯
体验式	奖励为体验权益而非折扣	奢侈品品牌	优先购买权、专属活动、私人造型服务

Program design framework

方案设计框架

Define the objective — retention, AOV increase, purchase frequency, referrals, data collection?
Choose the model — points, tiers, paid, hybrid?
Set earning rules — how do customers earn? (purchases, reviews, referrals, social shares, birthdays)
Design rewards — what can they redeem? (discounts, free products, free shipping, exclusive access, charity donations)
Create tiers (optional) — 2-4 tiers with clear progression and meaningful benefits at each level
Plan communication — welcome email, points reminders, tier upgrade notifications, expiry warnings
Measure — enrollment rate, active rate, redemption rate, incremental revenue

明确目标 —— 是提升留存、AOV、复购率、推荐量还是数据收集？
选择模式 —— 积分、等级、付费还是混合模式？
设置赚取规则 —— 客户如何获取积分？（消费、评价、推荐、社交分享、生日福利）
设计奖励体系 —— 可以兑换什么？（折扣、免费商品、免邮、专属权限、慈善捐赠）
搭建等级体系（可选） —— 2-4个等级，每个等级有清晰的升级路径和实质性权益
规划触达策略 —— 欢迎邮件、积分提醒、升级通知、过期预警
数据衡量 —— 注册率、活跃率、兑换率、增量收入

Points economy design

积分体系设计

Earning rules (typical):

Purchase: 1 point per $1 spent (or 10 points per $1 for psychological effect)
Account creation: 50-100 points (one-time)
Birthday: 50-200 points (annual)
Product review: 25-50 points
Social share/follow: 10-25 points
Referral: 100-500 points

Redemption value:

Target 5-10% effective discount rate (e.g., 100 points = $5 on a program where you earn 1 point/$1)
Don't make rewards too hard to reach — first reward should be achievable in 2-3 purchases
Offer a mix of reward values ($5, $10, $25, free product, free shipping)

常见赚取规则：

消费：每消费1美元得1积分（或每1美元得10积分，优化心理感知）
账号注册：50-100积分（一次性）
生日福利：50-200积分（每年1次）
商品评价：25-50积分
社交分享/关注：10-25积分
推荐好友：100-500积分

兑换价值设置：

目标有效折扣率控制在5-10%（例如每消费1美元得1积分的体系下，100积分抵扣5美元）
不要让奖励门槛过高 —— 首次奖励应该在2-3次消费后即可获得
提供不同价值的奖励选项（5美元、10美元、25美元抵扣、免费商品、免邮）

Tier design

等级体系设计

2-3 tiers is ideal — more than 4 creates confusion
Name tiers — use brand-relevant names, not just Bronze/Silver/Gold
Clear progression — spend $X/year or earn X points to reach next tier
Meaningful benefits — each tier must feel noticeably better (not just 1% more discount)
Maintain status — require annual re-qualification to maintain tier (prevents dormant high-tier members)

2-3个等级为最优配置 —— 超过4个会造成用户困惑
等级命名 —— 使用和品牌相关的名称，不要仅用青铜/白银/黄金这类通用名称
清晰的升级路径 —— 明确年消费X美元或赚取X积分即可升级到下一级
实质性权益差异 —— 每个等级的权益要有明显感知提升（不能仅仅是多1%的折扣）
等级保级规则 —— 要求每年重新达到保级标准（避免休眠的高等级会员占用资源）

Step 3 — Platform-specific guidance

步骤3 —— 平台专属指导

In Brevo

Brevo平台

Product: Brevo Loyalty — full loyalty engine with points, tiers, rewards, vouchers, mobile wallet
Key concepts: Programs, Subscriptions (enrolled members), Balances (points), Tiers, Rewards, Vouchers
API: Comprehensive REST API for all loyalty operations — program management, subscription enrollment, balance transactions, tier assignment, voucher creation/redemption
Mobile wallet: Digital loyalty cards on Apple Wallet / Google Pay (Enterprise only)
Strength: Integrated with Brevo's email/SMS/WhatsApp — loyalty events can trigger marketing automation (e.g., tier upgrade → congratulations email, points expiring → reminder SMS)
Limitation: Enterprise plan only — not available on Starter/Standard/Professional
Best for: Teams already using Brevo for marketing who want integrated loyalty without a separate tool
Platform skill:
```
/sales-brevo
```

产品: Brevo Loyalty —— 完整的忠诚度引擎，支持积分、等级、奖励、优惠券、移动钱包
核心概念: 计划、订阅（已注册会员）、余额（积分）、等级、奖励、优惠券
API: 覆盖所有忠诚度操作的完整REST API —— 计划管理、会员注册、余额变动、等级分配、优惠券生成/兑换
移动钱包: 支持Apple Wallet / Google Pay数字会员卡（仅企业版可用）
优势: 与Brevo的邮件/SMS/WhatsApp功能深度集成 —— 忠诚度事件可触发营销自动化（例如等级升级→发送祝贺邮件，积分即将过期→发送提醒短信）
限制: 仅企业版可用 —— 入门版/标准版/专业版不支持
适用场景: 已经使用Brevo做营销，希望无需额外工具即可获得集成忠诚度能力的团队
平台专属技能:
```
/sales-brevo
```

In Smile.io

Smile.io平台

Product: Popular loyalty platform for Shopify, BigCommerce, Wix
Programs: Points, VIP tiers, referrals — all in one
Free tier: Up to 200 monthly orders
Strength: Best Shopify integration. Easy setup, good-looking widget. Strong referral program built in.
Limitation: Limited customization on lower plans. Advanced analytics on higher tiers only.
Best for: Shopify stores wanting a quick, attractive loyalty program

产品: 面向Shopify、BigCommerce、Wix的热门忠诚度平台
支持计划类型: 积分、VIP等级、推荐，一站式覆盖
免费版: 支持每月最多200笔订单
优势: 业内最好的Shopify集成，配置简单，界面美观，内置成熟的推荐计划
限制: 低阶计划自定义能力有限，高级分析功能仅高阶计划可用
适用场景: 想要快速搭建美观的忠诚度计划的Shopify店铺

In LoyaltyLion

LoyaltyLion平台

Product: E-commerce loyalty platform with deep analytics
Programs: Points, tiers, custom rewards, loyalty pages
Strength: Advanced analytics and segmentation. Can create custom loyalty pages. Good for data-driven teams.
Limitation: Higher starting price. Setup is more complex.
Best for: Mid-market e-commerce brands wanting detailed loyalty analytics

产品: 具备深度分析能力的电商忠诚度平台
支持计划类型: 积分、等级、自定义奖励、忠诚度专属页面
优势: 高级分析和分群能力，可创建自定义忠诚度页面，适合数据驱动的团队
限制: 起步价格更高，配置更复杂
适用场景: 需要精细化忠诚度数据分析的中端电商品牌

In Yotpo

Yotpo平台

Product: Part of Yotpo's retention marketing suite (loyalty + reviews + SMS + email)
Programs: Points, tiers, referrals, VIP
Strength: Combines loyalty with reviews and UGC — customers earn points for reviews, which generates social proof. Unified retention platform.
Limitation: Most powerful as a suite — loyalty alone may be expensive. Complex pricing.
Best for: E-commerce brands wanting loyalty + reviews + SMS in one platform

产品: Yotpo留存营销套件的一部分（忠诚度+评价+SMS+邮件）
支持计划类型: 积分、等级、推荐、VIP
优势: 将忠诚度与评价、UGC能力结合 —— 客户写评价可赚积分，同时生成社交证明，是一体化的留存平台
限制: 作为套件使用时能力最强，单独使用忠诚度功能性价比低，定价复杂
适用场景: 希望在一个平台获得忠诚度+评价+SMS能力的电商品牌

In Stamp.me

Stamp.me平台

Product: Digital loyalty card and stamp program
Programs: Digital punch cards, points, tiered rewards
Strength: Simple and affordable. Mobile-first with digital stamp cards. Good for brick-and-mortar.
Limitation: Less sophisticated than full loyalty platforms. Limited e-commerce integrations.
Best for: Cafes, restaurants, salons, and small retail with simple loyalty needs

产品: 数字会员卡和集章计划工具
支持计划类型: 数字集点卡、积分、等级奖励
优势: 简单实惠，移动优先的数字集卡设计，适合线下门店
限制: 能力不如全功能忠诚度平台成熟，电商集成能力有限
适用场景: 有简单忠诚度需求的咖啡馆、餐厅、美发店、小型零售商家

Custom-built

定制化开发

When: Unique business model, specific integration needs, or very high volume (millions of members)
Approach: Build on your database + API layer, or use headless loyalty APIs
Strength: Complete control and customization
Limitation: Significant development effort, ongoing maintenance
Best for: Enterprise with unique requirements or companies where loyalty is a core competitive advantage

适用场景: 商业模式独特、有特殊集成需求，或体量极大（数百万会员）的业务
落地方案: 基于自有数据库+API层开发，或使用无头忠诚度API
优势: 完全可控，可高度自定义
限制: 开发工作量大，需要持续维护
适用场景: 有独特需求的企业，或者将忠诚度作为核心竞争力的公司

Step 4 — Actionable guidance

步骤4 —— 可落地指导

Launch checklist

上线检查清单

Design program — model, earning rules, rewards, tiers (see Step 2)
Choose platform — based on your e-commerce stack and needs
Configure — set up program, earning rules, reward catalog, tiers
Design assets — loyalty page, widget, emails (welcome, points earned, reward available, expiry warning)
Set up automations — trigger emails/SMS based on loyalty events
Soft launch — test with a small group, verify points earning and redemption
Promote — announce via email, site banner, checkout page, social media
Measure — track enrollment, engagement, and revenue impact weekly

方案设计 —— 模式、赚取规则、奖励、等级（参考步骤2）
平台选择 —— 基于你的电商技术栈和需求选择
配置调试 —— 搭建计划、设置赚取规则、奖励池、等级
物料设计 —— 忠诚度页面、组件、邮件模板（欢迎、积分到账、奖励可用、过期提醒）
自动化配置 —— 基于忠诚度事件触发邮件/SMS
灰度上线 —— 小范围测试，验证积分赚取和兑换流程正常
正式推广 —— 通过邮件、网站横幅、结账页、社交媒体发布上线公告
数据监测 —— 每周跟踪注册量、参与度、收入影响

Key metrics

核心指标

Metric	Benchmark	What it tells you
Enrollment rate	20-40% of customers	Program attractiveness
Active member rate	40-60% of enrolled	Ongoing engagement
Redemption rate	20-40% of points issued	Reward appeal
Member vs non-member AOV	15-25% higher	Revenue impact
Member purchase frequency	20-40% higher	Retention impact
Program ROI	3-5x cost	Overall program value

指标	行业基准	代表含义
注册率	20-40%的用户	计划的吸引力
会员活跃率	40-60%的注册会员	持续参与度
兑换率	已发放积分的20-40%	奖励的吸引力
会员vs非会员AOV	高15-25%	收入影响
会员复购率	高20-40%	留存影响
项目ROI	成本的3-5倍	整体项目价值

Gotchas

注意事项

Don't make the first reward unreachable — if it takes 10 purchases to earn the first reward, most customers will give up. Design the first reward to be achievable in 2-3 purchases.
Don't create too many tiers — 2-3 tiers with meaningful differences beats 5 tiers with marginal distinctions. Each tier should feel like a real upgrade.
Don't forget expiration communication — if points expire, you must warn members before expiration (30 days, 7 days, 1 day). Surprise expiration creates angry customers.
Don't discount your way to losses — if your effective discount rate exceeds your margin, the program loses money. Model the economics before launch (typical target: 5-10% effective discount).
Don't neglect non-purchase engagement — the best loyalty programs reward reviews, referrals, social engagement, and account actions — not just purchases. This keeps members engaged between purchases.

不要把首次奖励的门槛设得太高 —— 如果需要消费10次才能拿到首次奖励，大部分客户会放弃。首次奖励应该设置为2-3次消费即可获得。
不要设置太多等级 —— 2-3个有实质权益差异的等级比5个只有微小差异的等级效果更好，每个等级都应该让用户感受到明显的升级体验。
不要忽略积分过期通知 —— 如果积分有有效期，必须在过期前提醒会员（30天、7天、1天），突然过期会引起客户不满。
不要因为折扣造成亏损 —— 如果有效折扣率超过你的毛利率，项目就会亏损。上线前要做好经济模型测算（常规目标：有效折扣率5-10%）。
不要忽略非消费类的参与行为 —— 优秀的忠诚度计划会奖励评价、推荐、社交互动、账号操作等行为，而不仅仅是消费，这能让会员在消费间隔期保持活跃。

Related skills

Examples

示例

Example 1: Designing a loyalty program for a Shopify store

示例1：为Shopify店铺设计忠诚度计划

User says: "I run a DTC skincare brand on Shopify with $80 AOV. How should I structure a loyalty program?" Skill does: Recommends points-based program with 2 tiers. Earning: 1 point/$1 + bonus points for reviews and referrals. Rewards: $5 off (50 points), $15 off (150 points), free mini product (100 points). Tiers: Regular + VIP (spend $500/year for 1.5x points, free shipping, early access). Recommends Smile.io for Shopify. Result: Complete program design with economics, platform recommendation, and launch plan

用户提问: "我经营一个Shopify上的DTC护肤品牌，AOV是80美元，我该怎么搭建忠诚度计划？" 技能输出: 推荐采用2个等级的积分制计划。赚取规则：每消费1美元得1积分+评价和推荐的额外积分。奖励：5美元抵扣（50积分）、15美元抵扣（150积分）、免费小样（100积分）。等级：普通会员+VIP（年消费满500美元享1.5倍积分、免邮、优先购权益）。推荐Shopify使用Smile.io平台。结果: 包含经济模型、平台推荐、上线计划的完整方案设计

Example 2: Measuring loyalty program ROI

示例2：衡量忠诚度计划ROI

User says: "Our loyalty program has been running for 6 months and we're not sure if it's working" Skill does: Defines key metrics to pull (member vs non-member AOV, purchase frequency, retention rate, redemption rate). Provides benchmark comparisons. Identifies common issues (low engagement, unreachable rewards, no communication). Result: Measurement framework with specific metrics, benchmarks, and optimization recommendations

用户提问: "我们的忠诚度计划已经运行了6个月，不确定效果怎么样" 技能输出: 明确需要提取的核心指标（会员vs非会员AOV、复购率、留存率、兑换率），提供基准对比，识别常见问题（参与度低、奖励门槛高、缺少沟通）。结果: 包含具体指标、基准值、优化建议的衡量框架

Example 3: Setting up Brevo Loyalty with email automation

示例3：配置带邮件自动化的Brevo Loyalty

User says: "We're on Brevo Enterprise and want to launch a tiered loyalty program with automated emails" Skill does: Walks through creating a loyalty program in Brevo → defining tiers and earning rules → setting up reward catalog → building automation journeys triggered by loyalty events (enrollment → welcome, tier upgrade → congratulations, points expiring → reminder) Result: Loyalty program configured in Brevo with automated email flows for all key moments

用户提问: "我们用的是Brevo企业版，想要上线带自动化邮件的等级制忠诚度计划" 技能输出: 分步指导：在Brevo创建忠诚度计划→定义等级和赚取规则→搭建奖励池→配置忠诚度事件触发的自动化流程（注册→欢迎邮件、等级升级→祝贺邮件、积分即将过期→提醒邮件）。结果: Brevo中配置完成的忠诚度计划，覆盖所有关键节点的自动化邮件流

Troubleshooting

问题排查

Low enrollment rate

注册率低

Symptom: Less than 10% of customers joining the loyalty program Cause: Program not visible enough, value proposition unclear, or signup process too complex Solution: 1) Add loyalty callout on homepage, product pages, and checkout. 2) Offer sign-up bonus (50-100 points). 3) Simplify enrollment to 1 click (email only). 4) Show the first achievable reward at signup ("You're 2 purchases away from $5 off!").

症状: 不到10%的用户加入忠诚度计划原因: 计划曝光不足、价值主张不清晰、注册流程太复杂 解决方案: 1) 在首页、商品页、结账页添加忠诚度引导。2) 提供注册奖励（50-100积分）。3) 简化注册流程为1步（仅需邮箱）。4) 注册页面展示可快速获得的首次奖励（"你再买2次就能抵扣5美元！"）。

Members not redeeming rewards

会员不兑换奖励

Symptom: High points issuance but low redemption (< 15%) Cause: Rewards not appealing, redemption process too complex, or members forget they have points Solution: 1) Survey members on desired rewards. 2) Simplify redemption (1-click at checkout). 3) Send points balance reminders monthly. 4) Add lower-tier rewards that are easier to reach. 5) Show points balance prominently on account page and in emails.

症状: 积分发放量高但兑换率低（<15%）原因: 奖励没有吸引力、兑换流程太复杂、会员忘记自己有积分 解决方案: 1) 调研会员想要的奖励类型。2) 简化兑换流程（结账页1点击兑换）。3) 每月发送积分余额提醒。4) 增加更容易获得的低门槛奖励。5) 在账号页和邮件中突出展示积分余额。

Program losing money

项目亏损

Symptom: Loyalty program costs exceed the incremental revenue it generates Cause: Effective discount rate too high, or program attracts deal-seekers without increasing loyalty Solution: 1) Calculate effective discount rate (total rewards redeemed ÷ total member revenue). 2) If > 10%, reduce earning rate or increase redemption thresholds. 3) Add non-discount rewards (early access, exclusive content). 4) Implement minimum spend for redemption. 5) Segment: compare member lifetime value to non-member — if no difference, the program isn't driving incremental behavior.

症状: 忠诚度计划成本超过其带来的增量收入原因: 有效折扣率太高，或者计划只吸引了薅羊毛的用户，没有提升真正的忠诚度 解决方案: 1) 计算有效折扣率（已兑换奖励总额 ÷ 会员总收入）。2) 如果超过10%，降低积分赚取比例或提高兑换门槛。3) 增加非折扣类奖励（优先购、专属内容）。4) 设置兑换最低消费门槛。5) 分群对比：如果会员和非会员的生命周期价值没有差异，说明项目没有带来增量行为改变。