Launching a loyalty program takes preparation! Before configuring your back-office, here are the 8 key points to define in order to start on the right foot and maximise the impact of your program.
1. Choose your reward mechanic
Obypay offers two operating modes, to be chosen according to your strategy :
Points → free products or discounts
Your customers accumulate points with each purchase. Once a threshold is reached, they redeem them for a free product or a discount.
Example: 10 points = a free coffee, or €2 off the next order.
Points → cashback
Your customers accumulate points that are automatically converted into euros, credited to their digital pot.
Example: 100 points = €1 credited to the pot, usable on the next order.
These two modes are exclusive: you can only activate one at a time.
2. Define the conditions for earning points
Choose what triggers the allocation of points. You can combine several triggers to encourage your customers to order more often and more variety :
Every X euros spent → X points
Every order placed → X points
Purchase of a specific product → X points
Purchase of a product in a category → X points
An in-person order (at the till) → X points
Scan of a prepaid card → X points
Example: a customer who places a €20 order with a dessert accumulates points on the amount AND bonus points for the dessert.
3. Define your rewards
Depending on the chosen mode, prepare your rewards catalogue :
Free products : favour high-margin products or best-sellers (coffee, pastry, drink…).
Euro discounts : define a fixed amount per points tier. Example: €5 discount for 100 points.
Cashback : define the points → euros conversion rate. Example: 10 points = €0.10.
4. Prepare your communication
Anticipate the launch by communicating across all your channels :
Social media — regular announcements on Instagram, Facebook, TikTok to inform your customers about the program.
Website — add a banner and a dedicated section explaining how the program works and its benefits.
At the point of sale — display a clear poster (how to sign up, what can be won) and place QR codes near the till to encourage sign-ups.
5. Plan your marketing actions
Build a calendar in advance so you don't miss any opportunity :
Annual events : Christmas, Easter, Valentine's Day… plan special offers or points boosts.
Events specific to your establishment : restaurant anniversary, opening of a new location, etc.
Seasonal promo codes : activate and deactivate promo codes according to the period.
Team training : prepare a simple script so your staff can naturally invite customers to sign up for the program.
6. Prepare your contact database
Two ways to build your database :
Import your existing contacts
You can import a CSV file with the following information: email address, last name, first name, phone number, date of birth, number of points, pot balance.
You can also include tags directly in the file — they will be created and applied automatically upon import, with no additional manual action. The file must be clean and verified before import.
Respect GDPR : make sure you have the explicit consent of your customers before sending any campaign.
Segmentation via the back-office
Once the program is launched, use the filters in the Contacts tab to create targeted lists.
You can filter by: registration date, birthday, age, total order amount, average order amount, number of orders, number of orders placed in the last X days, number of card scans, accumulated points, favourite product, establishment, opt-in, and many other criteria.
These lists can then be used directly for your email or SMS campaigns.
7. Prepare your campaigns and automations
Emails and SMS
Use the Obypay editor or integrate your own HTML to design your sends.
Associated rewards
Each campaign or automation can include a reward: discount in euros or %, free product, product category, bonus points, or the customer's favourite product. You can define a validity date, a usage (online, at the till, or both), a specific establishment, and even precise time slots.
Example : -10% in-store only, valid for 7 days, between 11am and 1pm.
Recommended automations
Set up these 4 scenarios as a priority :
Welcome : the customer has just created their card → sending a presentation email/SMS about the program
Birthday : sending a special offer a few days beforehand
Unlocked reward : automatic notification when a reward is available
Inactive customer : re-engagement with an incentive offer after X days without an order
The back-office offers 19 configurable automation triggers, covering all stages of the customer journey.
You can filter your list of automations by type :
Tags only / Notifications only / Notifications + Tags, for clearer management when you have several active ones.
8. Order your prepaid cards (if applicable)
If you wish to offer physical cards to your customers :
Design : choose the visual, the material and the number of prints. Decide whether cards can be merged with a digital loyalty account.
Technical settings : define whether cards have an expiry date, whether they are pre-loaded or empty upon issue, and where they are accepted (online, at the kiosk, at the till, or everywhere).
You have defined these 8 points ? You are ready to configure your program in the Obypay back-office.
Consult our configuration guides for the next steps :