Overview

Behavioral Action (Trigger) campaigns reward customers for engaging with your brand outside of a purchase. When a customer completes an action, such as writing a product review or following your brand on social media, your system tells AIR this interaction has happened and the customer receives a reward.

In AIR, an SBA campaign is a campaign with type BEHAVIOURAL_ACTION and offer type NON_TRANSACTIONAL. It defines an action your system can trigger, and the reward the customer gets when you do.

How SBA Campaigns Work

1. You create an SBA campaign with a unique Action Reference and a reward.
2. A customer completes the action outside AIR (for example, they follow your brand on social media).
3. Your system calls the Triggers endpoint with the customer's identityValue and the Action Reference.
4. AIR finds the matching trigger, creates and redeems a Behavioral Action account in the customer's wallet, and issues the reward.

Key Definitions

Prerequisites

Before you trigger an action, check the following.

Customer

• A wallet
• An identity. This is the value you pass in the trigger call.
• A points account (for points rewards)

Scheme

• A valid points scheme (schemeId) to fund points rewards.

Wallet configuration

• A defaultAccountState set for the walletTypeId you intend to use.
• A wallet transaction type for each reward type you use, each with defaultStatus and defaultState values:

{
  "configuration": {
    "defaultState": { "value": "ORIGINAL", "type": "string" },
    "defaultStatus": { "value": "SETTLED", "type": "string" }
  },
  "unitId": 81400,
  "name": "BEHAVIOURAL_ACTION_POINTS"
}

Permissions (Dashboard users)

• Access to the Triggers menu to create campaigns, and to Behavioral Action accounts in Customer Care.

Use Cases

These examples use a retailer called Fabulous Retailer. Each one shows how to configure the reward section of the campaign via the AIR dashboard and via the POST /campaigns API call. All five share the same campaign settings, with the action and reward varying by scenario:

Scenario 1 – Points for a Product Review

Fabulous Retailer wants to reward customers with 50 points each time they write a product review, up to 5 times.

Reward Setup

"offer": {
  "offerType": "NON_TRANSACTIONAL",
  "reward": {
    "standard": {
      "points": {
        "schemeId":{schemeId},
        "creditAmount": 50
      }
    }
  },
  "actions": [
    {
      "reference": "write_product_review",
      "description": "Wrote a product review"
    }
  ]
}

Benefits of this SBA setup include:

• Simple to run, with a clear reward for a single action
• Rewards non-purchase engagement
• Limits per-customer cost with Rewards per Customer

Scenario 2 – Points with Tier Progress

Fabulous Retailer wants to give 50 points for following the brand on social media. The follow should also add 100 points and 1 transaction toward the customer's tier.

Reward Setup

"offer": {
  "offerType": "NON_TRANSACTIONAL",
  "reward": {
    "standard": {
      "points": {
        "schemeId": 100802031,
        "creditAmount": 50
      }
    },
    "tierMembership": {
      "points": {
        "type": "FIXED",
        "active": true,
        "creditAmount": 100
      },
      "transactions": {
        "active": true
      }
    }
  },
  "actions": [
    {
      "reference": "follow_brand_social",
      "description": "Followed the brand on social media"
    }
  ]
}

Benefits of this SBA setup include:

• Lets engagement count toward tier status
• Rewards your most engaged customers beyond spend
• Works with the points reward without extra triggers

Scenario 3 – Coupon for Completing an Action

Fabulous Retailer wants to give a "Back to School" coupon when a customer likes a social media post.

Reward Setup

"offer": {
  "offerType": "NON_TRANSACTIONAL",
  "reward": {
    "standard": {
      "coupon": {
        "campaignId": ["100364018"]
      }
    }
  },
  "actions": [
    {
      "reference": "back_to_school",
      "description": "Liked the Back to School post"
    }
  ]
}

Benefits of this SBA setup include:

• Gives customers a tangible reward to use on their next shop
• Links social engagement to in-store or online spend
• Gives you a way to drive a follow-up purchase

Scenario 4 – Zero Reward Action as a Quest Objective

Fabulous Retailer runs a Back to School Quest. The customer earns 5,000 points when they like a social media post and spend £50. Liking the post pays nothing by itself.

Reward Setup

"offer": {
  "offerType": "NON_TRANSACTIONAL",
  "reward": {
    "standard": {
      "zeroReward": true
    }
  },
  "actions": [
    {
      "reference": "back_to_school_like",
      "description": "Liked the Back to School post"
    }
  ]
}

Triggering the action redeems the SBA objective. When the customer has completed all objectives, AIR redeems the Quest and issues the Quest reward.

Benefits of this SBA setup include:

• Combines transactional and non-transactional objectives under a single reward
• Avoids paying out twice for the same journey
• Keeps the customer's wallet free of intermediate rewards

Scenario 5 – Stamp Card Reward

Fabulous Retailer wants a social action to add one stamp to a customer's stamp card.

Reward Setup

"offer": {
  "offerType": "NON_TRANSACTIONAL",
  "reward": {
    "standard": {
      "stamps": [
        {
          "amount": 1,
          "campaignId": "{campaignId}"
        }
      ]
    }
  },
  "actions": [
    {
      "reference": "SBA_STAMP_CARD",
      "description": "Stamp card action"
    }
  ]
}

Triggering an Action

Call the Triggers endpoint in the Wallet API with the customer's identityValue and the Action Reference.

{
  "walletTransaction": {
    "reference": "Review reward 1"
  },
  "identityValue": "{identityValue}",
  "triggers": [
    {
      "reference": "write_product_review"
    }
  ]
}

You can find the Behavioral Action account and its transactions in Customer Care.

Best Practices

• Choose Action References carefully. They are unique across campaigns and can't be edited. Use a clear, descriptive convention, for example ACTION_CHANNEL_CAMPAIGN.
• Use Rewards per Customer to cap cost. Without a limit, a customer can earn the reward every time your system triggers the action.
• Use a unique walletTransaction.reference per trigger so each reward can be traced.
• Set up wallet transaction types before go-live. A missing type is the most common reason a trigger fails.