Overview

Spend Rate Modifier (SRM) campaigns allow businesses to create flexible, targeted, and high-impact loyalty promotions. By temporarily adjusting how much value customers get from their loyalty points, retailers can boost engagement, drive higher basket values, and encourage repeat purchases, all within their existing loyalty scheme. Their main purposes include:

Reward Options on SRM campaigns

Overriding Base Redemption Rates

SRM campaigns allow clients to override the default rate at which consumers can burn loyalty points. For example, while the standard loyalty scheme might let all customers burn points at a rate of 0.1 (e.g., 500 points = 50p), an SRM campaign could grant a specific customer or segment a higher rate, such as 0.2 (e.g., 500 points = 100p). This delivers enhanced value for select customers.

Personalized and Targeted Offers

SRM campaigns can be used for targeted and personalized experiences. Brands can use them to reward high-value customers, celebrate special occasions, or encourage specific behaviours, such as shopping in a certain category or reaching a basket threshold.

Increasing Redemption Incentives

By offering a superior spend rate through an SRM campaign, businesses can encourage faster or greater burn of points, which may help drive traffic, increase average basket size, or support seasonal promotions.

Points Back Mechanism

SRMs can also be configured to issue points back to customers when they spend, serving as a cashback-like reward within the loyalty scheme.

Key Definitions

Use Cases

Here are a sample of use cases for SRM campaigns to help encourage burning of points. For purposes of this page, we will assume 1 point = 1 pence, redeemable as 100 points = £1. See the Points Scheme guide for more information.

Each example will demonstrate how to configure the reward section of the SRM campaign via the AIR dashboard and via the POST /campaigns API call. SRM campaigns are used to override the default spend rates within a points scheme for the duration and scope of the offer. When a SRM campaign is active, only the defined campaign reward table applies when a customer meets the qualification. Review the points scheme default burn rate to compare to the following SRM scenarios.

ℹ️

In the below scenarios, an example value is listed for the ceiling and step. These can be increased or decreased as needed for your initiative.

Scenario 1 – Double Points Spend Event

For the next weekend only, the Fabulous Retailer would like to offer their customers double the value of the points when they shop and spend their points, starting at a minimum of 500 points. To qualify the customer has to burn at least 500 points on their basket.

Reward Setup

		"reward": {
			"basket": null,
			"pointSpendRates": [
				{
					"floor": 500,
					"ceiling": 999999,
					"step": 100,
					"rate": 2,
					"bonus": 0,
					"pointsBack": 0
				}
			],
			"product": null,
			"standard": {
				"value": null,
				"points": {
					"schemeId": "101217384",
					"creditAmount": null,
					"multiplierValue": null
				}
      }
		}

Benefits of this SRM setup include:

• Simple execution with no tiers needed
• Drives mass engagement without behaviour thresholding
• Recommended for short, tactical promotional bursts

Scenario 2 – Double Points Spend Over Points Threshold

For the next weekend only, the Fabulous Retailer would like to offer their customers double the points when they shop and spend their points, starting at a minimum of 5,000 points. To qualify the customer has to burn at least 5,000 points.

Reward Setup

		"reward": {
			"basket": null,
			"pointSpendRates": [
				{
					"floor": 100,
					"ceiling": 4999,
					"step": 100,
					"rate": 1,
					"bonus": 0,
					"pointsBack": 0
				},
				{
					"floor": 5000,
					"ceiling": 999999,
					"step": 100,
					"rate": 2,
					"bonus": 0,
					"pointsBack": 0
				}
			],
			"product": null,
			"standard": {
				"value": null,
				"points": {
					"schemeId": "101217384",
					"creditAmount": null,
					"multiplierValue": null
				}
      }
		}

Benefits of this SRM setup include:

• Use tiering to encourage higher points burn
• Include a lower tier to ensure customers spending below the threshold are not blocked from spending
• Effective for increasing points burn liability usage

Scenario 3 - Double Points Spend Over Spend Threshold

For the next weekend only, the Fabulous Retailer would like to offer their customers double the points when they shop and spend their points, starting at a minimum of 5,000 points. To qualify the customer has to burn at least 5,000 points and spend at least £50.00 or more on their basket.

Reward Setup

		"reward": {
			"basket": null,
			"pointSpendRates": [
				{
					"floor": 5000,
					"ceiling": 999999,
					"step": 100,
					"rate": 2,
					"bonus": 0,
					"pointsBack": 0
				}
			],
			"product": null,
			"standard": {
				"value": null,
				"points": {
					"schemeId": "101217384",
					"creditAmount": null,
					"multiplierValue": null
				}
      }
		}

Benefits of this SRM setup include:

• Reward: Single tier, all points spend of 5,000 points or more at double rate if basket qualifies
• Qualification is basket spend along with a minimum points spend, driving basket size growth and focuses benefits on higher value transactions.
• Can be adapted to category-specific campaigns (e.g. “Spend $50 on cosmetics and get double points spent”)

Scenario 4 – Points Back Campaign

For the next weekend only, the Fabulous Retailer would like to offer their customers 1,000 points back when they shop and spend at least 5,000 points

Reward Setup

		"reward": {
			"basket": null,
			"pointSpendRates": [
				{
					"floor": 100,
					"ceiling": 4999,
					"step": 100,
					"rate": 1,
					"bonus": 0,
					"pointsBack": 0
				},
				{
					"floor": 5000,
					"ceiling": 999999,
					"step": 100,
					"rate": 1,
					"bonus": 0,
					"pointsBack": 5000
				}
			],
			"product": null,
			"standard": {
				"value": null,
				"points": {
					"schemeId": "101217384",
					"creditAmount": null,
					"multiplierValue": null
				}
      }
		}

Benefits of this SRM setup include:

• Provides future incentive while preserving the standard burn rate
• Ideal for building repeat purchase behaviour
• Ability to communicate points back as a “next shop” incentive

Scenario 5 – Bonus Discount Campaign

For the next weekend only, the Fabulous Retailer would like to offer their customers £10 off their basket the transaction when they burn 5,000 or more points on. As a reminder the Bonus in this example reflects a loyalty scheme burn rate of 1 point = 1 pence. Your points scheme's burn rate may impact the Bonus amount in this example. If you loyalty scheme had a burn rate of 2 points = 1 pence, use 2,000 as the Bonus.

Reward Setup

		"reward": {
			"basket": null,
			"pointSpendRates": [
				{
					"floor": 100,
					"ceiling": 4999,
					"step": 100,
					"rate": 1,
					"bonus": 0,
					"pointsBack": 0
				},
				{
					"floor": 5000,
					"ceiling": 999999,
					"step": 100,
					"rate": 1,
					"bonus": 1000,
					"pointsBack": 0
				}
			],
			"product": null,
			"standard": {
				"value": null,
				"points": {
					"schemeId": "101217384",
					"creditAmount": null,
					"multiplierValue": null
				}
      }
		}

Benefits of this SRM setup include:

• Provides immediate additional basket reward
• Particularly effective for driving urgency and immediate high points spend