The challenge
Not all customers identify themselves on every purchase: some don't belong to the program, others don't show their membership at checkout, and many buy on the website without logging in. When the promotion engine only works with registered customers, promotions for everyone else have to be configured elsewhere, in the POS, the Ecommerce platform, or both, with different tools and rules and no unified view.
In store
If the customer reaches checkout without identifying themselves, the point of sale sends the receipt to Wapping, which calculates the active promotions for unidentified customers and returns them already calculated for the POS to apply and print on the receipt.
See the Promotion Engine →How it works
With the unidentified-customer promotions license, a promotion is triggered when the customer isn't identified in the system. It's designed with the same wizard as the rest of Wapping's promotions and calculated in real time at checkout.
Just one exception: adding an extra % in a savings program (points or cashback), which requires an identified customer with their wallet.
Online
Shoppers who buy from your online store without identifying themselves get the same rules as in a physical store: the Ecommerce platform sends the cart to Wapping and applies the discount Wapping returns, calculated in your business's currency.
See Integrations →Illustrative example
A fashion chain launches a Get 3 Pay 2 offer on T-shirts for the weekend. A customer who is not a member buys 3 T-shirts at €20 each.
Benefits
One engine for every receipt: your members' and everyone else's.
For marketing
From Wapping Manager, marketing creates promotions for members, for specific segments, and for those not yet identified. One place to design, schedule, and control them, and one calculation for all channels.
See Dynamic Audiences →Impact
1 engine, all customers
Identified or not, everyone receives their promotions from the same tool.
0 POS/ERP setup
Once integrated, every new promotion is launched from Wapping Manager, with no additional development.
Same calculation on every channel
Physical stores and Ecommerce apply the same rule, calculated in real time.
See it in Wapping Manager
When creating the promotion, you choose the type "Promotion for unidentified customers," define how it's applied (to the entire receipt, to products, or with a purchase condition), and set the benefit it grants. Once published, it's applied at checkout with no further steps.
Promotions
Wapping vs. the traditional approach
| Aspect | Traditional approach | Wapping |
|---|---|---|
| Promotion scope | Registered customers only | Identified and unidentified customers |
| Where they are created | Spread across the program, POS, and Ecommerce | In one single place: Wapping Manager |
| Consistency across channels | Different rules in each system | The same rule, calculated the same way in store and online |
| Launching a new campaign | Depends on configuring each system | Marketing configures it in minutes, without touching the POS or ERP |
| Unified view | Fragmented | All promotions in one engine, with conflicts and incompatibilities in full view |
Use case — Marketing
Marketing launches a Get 3 Pay 2 offer on a category for any customer who goes through checkout or the website, with specific dates and stores, and keeps its segment-personalized promotions for members. Everything is configured from the same panel, with no changes needed at checkout or in the online store, and the calculation is the same on every channel from day one.
Our customers drive us to keep innovating
Frequently asked questions
It's a promotion that activates when the customer isn't identified in the system: they aren't part of the program or didn't identify themselves on that purchase. It's calculated at checkout just like the rest of Wapping's promotions, in store and online.
Percentage or fixed-amount discounts, price changes, Get 3 Pay 2 and Buy X Get Y, conditional promotions by units or amount, tiered promotions by purchase amount brackets, and bundles. They can be applied to the entire receipt or to specific products, categories, or departments.
Yes: adding an extra percentage in a savings program (points or cashback), because it requires an identified customer with their wallet. All the other discount mechanics are available.
No. Once Wapping is integrated, any promotion is configured from Wapping Manager and applied automatically across all connected channels, with no additional development.
Promotions for unidentified customers are enabled through a license. Write to us and we'll explain how to activate it on your account.
If the customer identifies during the purchase, they are no longer an unidentified customer and this mode no longer applies to them: Wapping's other promotion types for program members apply instead (welcome, segment-targeted, prize draw rewards, or manual activation).
We'll show you how to launch your first promotion for unidentified customers on your own catalog.