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ES Loyalty 4.4.1 release notes

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These release notes cover features introduced or completed since ES Loyalty v4.4.

What's in this release​

New features​

Gen AI Member Scoring and Intelligence​

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This feature is in Beta for selected clients and prospects in this release. General Availability (GA) is targeted for the next release. This release includes enhancements to the Beta version, primarily around the functionality and selection of individual metrics.

Overview​

Member Scoring and Intelligence (MSI) is available in Beta for client and prospect demonstrations, product feedback, and to generate interest in feature adoption.

Why it's valuable​

Your marketing team can instantly segment loyalty members based on key metrics — such as purchase frequency, engagement, or value — through a guided AI interface. It's the fastest way to create smarter audiences and power more relevant campaigns.

What it does​

MSI lets you interact with your member data conversationally. It guides you through creating and managing segmentation scores — including Recency, Frequency, Monetary Value, Offer Engagement, and Churn Probability — with an AI engine that walks you through scoring methods, segment options, and saving results.

How you benefit​

Member Scoring and Intelligence puts advanced segmentation in the hands of every marketer — no SQL or data science required. You get quick access to meaningful member insights, reusable scoring models, and campaign-ready segments that improve targeting and drive results.

Details​

MSI supports two categories of member scores:

  • Descriptive scores: Built from user-defined parameters and transaction history using Snowflake database queries.
  • Predictive scores: Leverage machine learning models trained on user-defined parameters — such as churn threshold — to forecast member behaviors.

Descriptive score types:

ScoreDescription
RecencyHow recently members engaged
FrequencyHow often members interact
Monetary ValueMember spending patterns
ProfitabilityRevenue-to-cost analysis
Offer EngagementResponse to promotional efforts
ChurnLikelihood of a membership lapse

When the Scoring and Intelligence section of the Console is accessed, a page displays all previous MSI initiatives. To create a new MSI score, click +Score to open a landing page with a description of the feature and the available score options.

Once a score type is selected, you can refine the features of the member score — for example, choosing between Deciles, Quartiles, or Custom Buckets for segmentation.

You can ask questions, get definitions, or perform any of the operations shown as buttons using conversational prompts. Once refinements are complete, save the member scoring result. It is added to the Member Scoring and Intelligence page.

See also:

Enhancements​

Referrals Audience Targeting and DIG Support​

Overview​

This enhancement extends the existing Referrals feature to support audience-based targeting of referrers and referees in referral promotions, and adds Data Integration Gateway (DIG) support for syncing referral data to external platforms.

Why it's valuable​

Drive higher-quality acquisition and engagement by tailoring referral rewards to specific audience segments based on business rules and data signals.

What it does​

Enables precise targeting of both referrers and referees in referral-based promotions using configurable attributes such as location, status, or behavior, with automated eligibility and messaging.

How you benefit​

You gain more control over your referral strategy to improve conversion rates, reward relevance, and campaign performance — while seamlessly syncing referral data with your broader marketing stack via DIG.

Details​

Referral enhancements now allow audience targeting to be applied when selecting referrers and referees for offers and rewards in the enrollment flow.

For example, if the program is configured to reward both a specific group of referrers and their referees, each group can be independently targeted — or excluded — based on audience data. In the following example, referrers in the province of Ontario are targeted as REFERRER with location set to ON, and members who receive and use referral codes are targeted as REFEREE:

  • REFERRER — "Get 100 points for a successful referral."
  • REFEREE — "Get 100 points after you enroll and spend a minimum of $100."

DIG support ensures that referral data can be sent to integrated service providers or other applications — for example, to include referral information in notifications to loyalty program members.

See also:

Out of Province Redemption Block Channel Exception​

Overview​

This enhancement allows clients to configure channel-based exceptions to the out-of-province (or out-of-state) redemption block, enabling authenticated digital channels such as mobile apps to bypass the restriction.

Why it's valuable​

Balances fraud prevention with member convenience by allowing secure redemption exceptions for trusted channels.

What it does​

Allows clients to exempt specific digital channels — such as authenticated mobile apps — from province or state-based redemption restrictions, enabling more precise control over offer access.

How you benefit​

You can protect your loyalty program from misuse while preserving a seamless experience for traveling members, encouraging mobile engagement, and enabling channel-specific offer strategies.

Details​

ES Loyalty supports blocking redemptions from outside a province or state for POS transactions. With this enhancement, clients can configure one or more channel-based exceptions to that block.

Common reasons a client may want to exempt a channel — such as a mobile app — include:

  • Security: Mobile apps may have enhanced authentication measures that reduce fraud risk.
  • Location verification: Apps can use GPS-based geolocation, which is more reliable than IP-based detection used by websites (where location may reflect the ISP server's location rather than the user's).
  • Traveling members: Clients may have members who travel frequently but continue making purchases. Maintaining engagement regardless of location is important for program retention.
  • Channel-exclusive offers: Clients may offer app-specific promotions they do not want members to miss, as part of a strategy to increase app usage.

See also:

Optimove Historical Transaction Data Loading​

Overview​

This is a one-time data load procedure for ES Loyalty–Optimove integration clients that makes historical loyalty transaction data available within Optimove for non-loyalty marketing use.

Why it's valuable​

Unlocks richer segmentation, personalization, and campaign analytics by making detailed historical transaction data accessible within your Optimove environment.

What it does​

Adds three dynamic tables — Orders, Order Items, and Product — to Optimove, enabling access to detailed purchase data including payment details, SKUs, product attributes, and promotional context.

How you benefit​

You can improve campaign targeting and reporting accuracy with a unified view of transactional behaviors, driving smarter decision-making and stronger customer engagement.

Details​

Three new dynamic tables are now included in Optimove for historical transaction data:

TableContents
OrdersPurchase transaction data including order details, payment method, total payments (including discounts, refunds, and tax), and related store and promotion data
Order ItemsItem-level data for each order, including quantity and unique identifiers such as SKU
ProductCatalogue product information including unique identifier, product name and description, and related category, department, and brand

See also:

Whitelist Image Domain URL Configuration​

Overview​

This security enhancement validates that image links used in the Console point to pre-approved, safe domains. TSAs configure the approved domains per client. Any new image domain requires TSA addition — otherwise, users receive a Console error.

Why it's valuable​

Ensures brand consistency and strengthens security compliance by controlling which domains can be used for visual content in loyalty program assets.

What it does​

Introduces a configurable allowlist of approved domain URLs for image assets used in offers, banners, and badges, with validation rules applied based on a configurable verification date.

How you benefit​

You can protect your program from broken or insecure image links, maintain brand control across locales, and ensure consistent governance of digital assets used in promotions.

Details​

A domain URL is the root portion of a URL (for example, https://pics.com). Domain URLs for images used in offers, banners, and badges can now be defined in a configuration allowlist to ensure all image links comply with approved sources. Whitelisted URLs apply regardless of locale (en-CA or fr-CA).

Verify date:

A verify date can be set in the configuration to define when validation begins. Assets created after that date — determined by the asset's audit date, or the current date if unavailable — must comply with the allowlist. Assets created before the verify date continue to operate normally unless they are updated after that date, at which point they must also comply.

Validation is enforced in two ways:

  • API requests that update offers, banners, or badges
  • Visually in the Console when saving a draft or publishing

When creating or updating an offer, banner, or badge after the verify date, the domain URLs used for Small Image URL, Small Image HD URL, Large Image URL, and Large Image HD URL must match an allowlisted domain. If they do not, validation errors are displayed.

Troubleshooting validation errors:

If you receive a validation error:

  1. Check that the domain URLs you are using are accurate.
  2. If the URLs appear correct, contact your loyalty Program Manager to verify which image domain URLs are on the allowlist. You must use an allowlisted domain to retrieve images for use in offers, badges, and banners.
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If the domain URLs and verify date in the configuration file are empty, blank, or undefined, no validation is applied.

See also:

Include Price Matrix and EMD in Data Warehouse Transaction Feed​

Overview​

This small enhancement to the Data Warehouse (DWH) transaction feed adds price matrix and Extended Member Data (EMD) fields to each outbound transaction record, making this data available for external analysis and syndication.

Why it's valuable​

Provides deeper context on loyalty transactions by linking reward events to purchase types and enriched member profile attributes for more targeted engagement.

What it does​

Appends Extended Member Data (EMD) and a price matrix attribute to each transaction record in the outbound data warehouse feed, enabling richer insights and syndication via DIG.

How you benefit​

You can power marketing, analytics, and personalization strategies with more granular transaction intelligence, streamlined into your systems for better campaign performance and reporting accuracy.

Details​

A transaction represents any reward earning or spending (redemption) event. The outbound Data Warehouse Transaction feed provides transaction information from ES Loyalty to client systems.

Two additions have been made to this feed:

  • Price Matrix attribute: Designates the applicable price matrix for a transaction — for example, whether the transaction was a Retail (R) or Employee (E) purchase.

  • Extended Member Data (EMD) object: Attaches EMD to each transaction record. ES Loyalty receives EMD from one or more configured sources as a JSON document containing key/value pairs, where each key is an attribute and the value is assigned by the client. EMD is used across Console, Targeting, the Promotion Engine, and other functions that rely on member profile data. EMD attributes are also syndicated to the Data Integration Gateway (DIG) for use by ESPs in marketing targeting. These values are now reflected back to client systems through the Transaction feed.

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Fixes​

Phone Number Enablement Re-Subscribe​

Overview​

This fix addresses an important edge case in the recently released Phone Number Enablement feature for SMS marketing — specifically, the scenario where a member re-subscribes to a phone number after previously unsubscribing.

Why it's valuable​

Maximizes reach and re-engagement by allowing members to easily opt back into SMS and email communications without requiring support intervention.

What it does​

Enables members to re-subscribe to SMS and email messages directly through your website, while automatically updating subscription status in your Email Service Provider (ESP) through a new API.

How you benefit​

You can recover lost communication channels, maintain compliance, and keep marketing systems in sync — leading to improved message deliverability and campaign impact.

Details​

If a member previously unsubscribed from SMS communications associated with their profile phone number, they can now use the client website to re-subscribe (opt in) and resume receiving SMS communications. The feature also ensures that the ESP is updated with the member's opt-in status.

A new API request and response has been added to facilitate updating marketing subscription status for both:

  • Email address (email communications)
  • Phone number (SMS communications)

See also:

Infrastructure updates​

OpenSearch Enhancement​

Overview​

This fix corrects an internal component of ES Loyalty to ensure that all member accounts are included in searchable data.

Details​

OpenSearch functionality has been enhanced to ensure that records are created for all available member accounts. A script validates that each member exists in both the system database and the search index, with options to synchronize which data is included in searchable member records.

The following data types can be included:

  • Member Profile data
  • Partner link data
  • Extended Member Data (EMD)
  • Badges data
  • Tiers data

See also: