What is a Household?

In AIR, it is possible to create a hierarchy of wallets linked together to allow groups of people to share offers and points between them. The term "household" is used to name this construct.

To put the idea into context. Imagine a couple who have both signed up for a loyalty scheme for their regular grocer. They currently earn points and get allocated coupons individually. Because they share the items purchased and share the household shopping, it makes sense for them to join together. Although they could just use the same loyalty card, there are times when individuals have a specialist interest or set of products they purchase and wish to keep offers specific to them separated from the shared offers and rewards.

This construct is achieved using the Air wallets linked into a Parent/Child construct as per the image below.

A customer's loyalty card number is associated with the Child wallets (referred to as a CONSUMER wallet in AIR) so each individual maintains their own wallet but they have a parent/child relationship set up with a parent wallet (referred to as a HOUSEHOLD wallet in AIR). This Household wallet can be targeted with rewards that are available to both wallets in the structure.

It's possible to restrict the number of child wallets in a household structure. It's advised to keep the number lower:

• Makes the management of the household simple
• Keeps the number of rewards to be considered during any adjudication efforts to a manageable number while maintaining performance
• It reduces the number of calls to call centres with questions like "Why was my coupon redeemed?

An Example:

• Consumer Wallet 1 has an offer targeted to them for £5 off a bottle of Wine
• Consumer Wallet 2 has an offer targeted to them for £3 off a bottle of Grape Juice
• The Household Wallet has a £10 off a £100 pound shop coupon.

When the customer linked to Consumer Wallet 1 goes shopping and spends £110 and has a bottle of wine in their basket, they will trigger:

• The £5 off a bottle of wine offer
• The £10 off a £100 shop offer

The offer in the household wallet becomes available to both members of the household.

Shared Points

In this structure, it is possible to share the points in the individual wallets. This allows each member of the household to earn a collective points balance and to spend points across the household.

Splits/Joins

With a household structure, it's possible to split CONSUMER wallets away from a household and to start its own Household. For example, you have a shared loyalty group for all the people living in the same university house and a member of the house graduates a year before the rest. At this time they wish to take their loyalty cards out on their own and no longer share with the rest of the group.

To achieve this their CONSUMER wallet is split away from the HOUSEHOLDand forms it's own parent/child structure. The remaining group stays intact.

By doing this the rewards targeted to the leaver, are taken with them but they lose access to the offers targeted to the HOUSEHOLD wallet. They also take the points in their own points accounts with them to the new group.

When a new person moves into the university lodgings, they can "join" the loyalty household by completing a join action. This links their CONSUMER wallet into the pre-existing HOUSEHOLD.

Targeting Best Practices

HOUSEHOLD Wallet

Any offers placed into the HOUSEHOLD wallet are usable by any member of the household grouping. Because of this, most merchants target generic offers to this level. Rewars like "£10 off a £100 Basket Spend". These offers are not personalised to individuals an generally do not come with any detailed qualification criteria.

CONSUMER Wallet

Any offers placed here are only usable by the person with the loyalty card for this specific wallet. These personalised offers can be placed here so that they are only redeemable by the individual rather than the entire wallet.