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Pattern Overview

There is a difference between someone who buys wine and cheese together one time and someone who buys these two products together continually or is a regular shopper. As such, we do not want to segment on just those that purchased 2 products, but rather those that purchased 2 and have a loyal affinity that the organization has defined.

  1. Capture the order. This could be digitally or in-store, but it's important design trusted multi-channel experiences
  2. Update loyalty tiers and points based on defined programs
  3. Move data to Salesforce CDP (Loyalty, Contacts, Orders, etc)
  4. Segment on the specific purchase and high valued loyalty member

Successful loyalty programs focus on increasing the value of the segmentation which enhances the customer experiences and increases your marketing ROI.

This is a Level 3 Marketing, Strategy, and Sales diagram according to the Salesforce diagram framework.

About the Contributor

Antonio Figueiredo joined Salesforce in 2015 and currently serves as Industry Senior Director, leading the Global Transportation, Travel, and Hospitality group.

He is a seasoned technologist with over 25 years of experience bringing digital transformation to customers from different industries around the world. Antonio has served as CTO and VP of Architecture for a number of technology companies bringing innovation, architecture solutions, thought leadership, and execution of complex business projects to global organizations.

He is a strategic and recognized technology and business leader, his efforts have been instrumental in driving innovations and transformational change, that produce significant and sustained outcomes.