Annex Cloud’s proven success process

Launch or modernize your loyalty strategy, platform and program with complete confidence throughout during implementation and beyond.

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We are with you every step of the way 

Goal alignment

Annex Cloud’s loyalty experts work with your technical and business teams to understand your strategic goals and help you achieve them on both the macro and micro level.

Understand your business goals

Identify key challenges, opportunities and expectations, then set goals holistically as a group.

  • Revenue
  • Margin
  • Growth

Set loyalty program objectives

Identify specific loyalty program objectives that’ll effectively drive your macro goals.

  • Increase lifetime value
  • Increase retention
  • Reduce churn
  • Improve customer acquisition
  • Increase customer engagement
  • Increase revenue
  • Maintain profitability
  • Improve customer satisfaction

Identify your key performance indicators (KPIs)

Define micro goals in the form of KPIs we’ll monitor daily to track program effectiveness.

  • Purchase frequency
  • Average order value
  • Referrals
  • Customer satisfaction
  • Customer spend
  • Redemption rate
  • Repeat purchase rate
  • Customer conversion rate


Gathering insights is critical before building your loyalty strategy. The discovery phase covers three core areas.

Internal discovery

  • Business teams and process
  • Customer strategy
  • Landscape (competitive set)
  • Tech environment (tech stack, partnerships)
  • Training and culture
  • Existing program

Customer discovery 

  • Segment/personas/ideal journey mapping
  • Purchase channels
  • Interaction channels
  • CX insights, NPS, know emotional triggers, etc.
  • Available data, quality, usability
  • Existing marketing efforts
  • Current experience scores
  • Brand and experience expectations
  • Value of loyalty understanding

Technology discovery 

  • Philosophy
  • Data management and flow
  • Full tech stack


This is where we get granular to define a strategy that’ll motivate and resonate with your customers.

Customer journeys 

  • Analyze behaviors and identify areas of change
  • Identify target growth segments
  • Build proformas and align on expected lift goals
  • Develop rich omnichannel experiences for each segment
  • Define value for each interaction and which to recognize and/or incentivize

Program structure

  • Define program structure
  • Review with all stakeholders
  • Test structure with customer sets
  • Tweak, review and test as needed for collective alignment

Technical requirements and timeline

  • Define business and technical requirements
  • Build use cases and perform gap analysis
  • Review architecture diagram
  • Map data flows between Annex Cloud and your tech stack
  • Define deployment steps, plan and timeline


The design phase is critical to ensure a smooth launch as well as support effective marketing efforts and maximum engagement.

Program elements

  • Leverage Annex Cloud’s pre-defined design templates
  • Design customer-facing program elements
  • Design web and mobile pages
  • Design program structure, including earning options, tiers and actions

Technology and experience 

  • Our technology teams work closely to design the data flows and connectivity needs—including needs flow, approach and project plans
  • We work with you to design your dashboard to fit your business, terminology and KPIs

Marketing and communications 

  • Design launch and/or change management needs
  • Identify marketing elements
  • Identify and design elements needed to train your organization
  • Design new program communications plan
  • Design new program elements
  • Design messaging—by segment and channel


It’s time to bring all the elements together in preparation for a successful launch.

Program management and structure

  • Manage development across all workstreams
  • Support program development elements
  • Configure platform to meet all program structure requirements and for initial promotions and communications
  • Train organization
  • Finalize program structure, including initial segmentation

Technology and experience

  • Execute technology plan, including defined integrations
  • Complete testing and QA
  • Build out defined user experiences for customers and marketers, including dashboards

Marketing and communications

  • Develop and deliver all marketing materials defined in plan
  • Execute communications strategy
  • Develop campaigns and messaging
  • Prepare all assets for launch


It’s go time! All our efforts up until this point ensure a smooth, successful deployment. The deployment phase focuses on three key areas.

Go-live with technology

  • Implementation and testing on staging before deploying to the production site
  • Deploy program code to production
  • Move/set up all settings on production
  • QA on production
  • UAT on production
  • Get approval to launch
  • Monitor and hand off to Customer Success for implementation
  • Push code to staging for implementation

Launch your marketing post implementation

  • Announce loyalty program
  • Invite and engage customers
  • Build long-term profitable relationships

Train your team post implementation

  • Refresh previous training
  • Live training in your instance
  • Continued training to ensure everyone on your team is confident using the system

Ready to get started?

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