The challenge
Without tiers, every customer gets the same treatment by default, or someone has to manually check who deserves special treatment. The result: your best customers feel their loyalty goes unnoticed, and occasional shoppers have no clear incentive to become regulars.
How it works
Tiers aren't a fixed table: they're built on the same dynamic CDP segments, so they can be based on spend, number of purchases, or any other rule your business needs.
Illustrative example
Here's how a fashion retailer sets it up: three tiers, each adding a new benefit while keeping the ones before.
Benefits
Impact
Automatic daily evaluation
Every customer in the right tier, with no manual work.
3+ tiers, no limit
As many steps as your strategy needs, each with its own segment.
Tier customization
Set your own image and icon for each tier in the customer's wallet, and give the Mobile Pass distinct colors and images for each tier.
See it in Wapping Manager
When you set up a tier, you upload its image, icon, and color, choose the segment that defines it, and mark whether it's visible. Each customer's record shows their current tier; click it to see how they've moved between tiers over time.
Member Tiers
Wapping vs. the traditional approach
| Aspect | Traditional approach | Wapping |
|---|---|---|
| Tier evaluation | Manual review or one-off calculation | Automatic, every day |
| Membership rules | Usually cumulative spend only | Any segment rule: spend, purchases, category... |
| Visibility for the customer | Progress is rarely communicated | Current tier and what's needed for the next, in the wallet |
| Mobile Pass representation | Usually not available | A distinct color per tier in Apple/Google Wallet |
Use case — Marketing
Without visible tiers, a customer close to a spending threshold has no way of knowing it, and the extra purchase that would move them up a tier is lost. With Wapping, customers see in their wallet how much they need to reach the next tier, which on its own is an incentive to buy again, without marketing having to launch a single extra campaign.
Our customers drive us to keep innovating
Frequently asked questions
They're categories that group customers by purchasing behavior, usually the amount spent over a given period. Each tier has its own set of benefits and promotions, which grow at higher tiers.
It's automatic and evaluated daily, based on the rules of the segment linked to each tier: amount spent, number of purchases, or other criteria within the defined period.
Yes, if the tier is marked as visible: customers see it in their wallet along with the amount left to reach the next tier. It can also be hidden, and its benefits still apply.
Yes, each tier can have its own color, which is used to represent the customer's tier on their Mobile Pass.
We'll show you how to set up your tier program around your own loyalty strategy.