Smile: Loyalty Program Rewards vs. Charming Loyalty by InnaVision: An In-Depth Comparison

Introduction

Choosing the right loyalty program app for a Shopify store can feel like navigating a maze of features, pricing tiers, and integration claims. Merchants often face the challenge of sifting through numerous options, each promising to boost customer retention and increase lifetime value. The decision is critical, as the chosen platform will directly impact customer engagement, repeat purchase rates, and overall business growth.

Short answer: Smile: Loyalty Program Rewards offers a comprehensive, feature-rich platform ideal for established stores seeking deep customization and advanced segmentation. Charming Loyalty by InnaVision provides a simpler, discount-focused approach suitable for newer stores or those prioritizing ease of use and direct savings. Ultimately, an integrated platform can streamline operations and reduce the complexities of managing multiple, single-function apps, leading to a more cohesive customer experience and reduced operational overhead.

This article provides a detailed, objective feature-by-feature comparison of Smile: Loyalty Program Rewards and Charming Loyalty by InnaVision. The goal is to equip merchants with the insights needed to make an informed decision, understanding each app's strengths, potential limitations, and ideal use cases.

Smile: Loyalty Program Rewards vs. Charming Loyalty by InnaVision: At a Glance

Deep Dive Comparison

Customer loyalty is a cornerstone of sustainable e-commerce growth, influencing everything from repeat purchases to customer lifetime value. Choosing the right platform to foster this loyalty requires careful consideration of features, flexibility, and overall value. This section delves into a detailed comparison of Smile: Loyalty Program Rewards and Charming Loyalty by InnaVision across several critical dimensions.

Core Features and Workflows

The fundamental offerings of a loyalty app dictate its utility and impact on customer behavior. Both Smile and Charming Loyalty aim to encourage repeat business, but their approaches differ significantly.

Smile: Loyalty Program Rewards

Smile provides a robust and multifaceted loyalty ecosystem. Its core offering centers around a points-based system, allowing merchants to reward customers for purchases, account creation, social shares, and more. These points can then be redeemed for various incentives.

• Diverse Reward Mechanisms:
  • Points: Customers earn points for actions, which can be exchanged for discounts, free shipping, or even specific free products and gift cards.
  • VIP Tiers: Merchants can create tiered programs (e.g., Bronze, Silver, Gold) with exclusive perks, higher earning rates, and special access for top-tier customers. This gamified approach encourages higher spending to unlock greater benefits.
  • Referrals: An integrated referral program allows existing customers to share unique links and earn rewards when their friends make a purchase, effectively turning loyal customers into brand advocates.
  • Bonus Events: The ability to run promotions like "2x points weekends" provides dynamic ways to boost engagement and drive conversions during specific periods.
  • Subscription Rewards: For stores with subscription models, Smile can integrate loyalty with recurring purchases, enhancing retention for subscribers.
• Customer Experience:
  • A dedicated loyalty page serves as a central hub for customers to track their points, view available rewards, and understand program rules.
  • The option to embed loyalty elements directly on product pages and within customer accounts offers a seamless experience, keeping rewards visible and accessible.

Charming Loyalty by InnaVision

In contrast, Charming Loyalty by InnaVision takes a more direct, discount-centric approach. It bypasses the complexity of a points system in favor of progressive savings, directly rewarding customers with increasing discounts as they spend more.

• Discount-Based Progression:
  • Instead of points, customers automatically receive higher discount percentages as their total spending crosses predefined thresholds. This model simplifies the value proposition: spend more, save more.
  • VIP Loyalty Tiers: Similar to Smile, it allows for the creation of VIP tiers, but these are primarily tied to escalating discount rates rather than varied rewards or exclusive access.
  • Rolling Window Discounts: This feature, available in the Pro plan, implies a more dynamic discount application that can adapt based on recent customer activity, though the specifics of its operation are not explicitly detailed in the provided information.
  • Discount Expiration Reminders: The app can notify customers before their accumulated discounts expire, prompting them to make a purchase.
• Customer Experience:
  • Personalized discounts are displayed directly in each customer's account, offering a clear and tailored view of their current savings potential.
  • The emphasis is on ease of setup and use, requiring no coding, which makes it appealing for merchants prioritizing a quick implementation.

Feature Comparison Insights

Smile's multi-faceted approach, incorporating points, VIP tiers, and referrals, provides a richer, more engaging experience that can appeal to a broader range of customer motivations. It allows for more complex gamification and a wider array of reward types, which can be crucial for differentiating a brand. Charming Loyalty's direct discount model offers simplicity and immediate gratification, which might resonate well with customers who prefer straightforward savings over a points-based accumulation system. For merchants who want to reduce reliance on discounts, Smile's diverse reward types offer more flexibility.

Customization and Control

The ability to tailor a loyalty program to a brand's specific aesthetic and strategic goals is paramount. Both apps offer customization, but to different degrees.

Smile: Loyalty Program Rewards

Smile excels in providing extensive branding and customization options, ensuring the loyalty program feels like an integrated part of the store experience.

• Full Branding Customization: Merchants can adjust the look and feel of the loyalty page, widgets, and emails to align perfectly with their brand's visual identity. This level of control helps maintain a consistent customer experience.
• Flexible Program Rules: The platform supports intricate rule-setting for earning points and redeeming rewards, including bonus events and specific pricing for VIPs. This flexibility allows for complex, strategic loyalty campaigns.
• Loyalty Hub: The "Loyalty Hub" feature for signed-in members offers an advanced, centralized space for customers to manage their rewards, further enhancing the personalized experience.
• Multi-language Support: Availability in 20 languages makes Smile suitable for international brands looking to serve a diverse customer base effectively.

Charming Loyalty by InnaVision

Charming Loyalty offers fundamental branding customization, focusing on ensuring the loyalty features fit the store's general appearance.

• Basic Branding Customization: The app allows merchants to customize branding to fit their store, indicating essential visual alignment without delving into the deeper, more granular controls offered by Smile.
• Personalized Discounts: While not customization of the program itself, the ability to show personalized discounts in each customer's account provides a tailored experience at the individual level.
• Simplified Setup: The "no coding required" aspect underscores its focus on ease of use, implying that extensive, code-level customization is not its primary offering.

Customization Comparison Insights

For merchants who prioritize a highly branded, deeply integrated loyalty experience with granular control over program mechanics, Smile offers superior capabilities. It's designed for brands that want their loyalty program to be a distinct, dynamic extension of their brand identity. Charming Loyalty, while providing necessary branding options, caters more to merchants seeking a simpler, functional loyalty system that is quick to implement without extensive design work.

Pricing Structure and Value for Money

Evaluating the cost of a loyalty app involves more than just the monthly subscription fee; it requires considering the features unlocked at each tier and how they align with business growth.

Smile: Loyalty Program Rewards Pricing

Smile operates on a tiered pricing model that scales significantly with features and support.

• Free Plan: A strong entry point offering points, rewards, referrals, a dedicated loyalty page, full branding, discounts, free shipping, subscription rewards, and Shopify POS integration. This plan provides substantial value for new or small stores beginning their loyalty journey.
• Starter Plan ($49/month): Introduces bonus events, free product/gift card rewards, nudges, basic analytics, Klaviyo data sync, and 2 integrations. This plan is designed for growing businesses needing more dynamic engagement tools.
• Growth Plan ($199/month): A substantial leap, this plan unlocks advanced features like the Loyalty Hub, embedding points on product/account pages, Shopify Plus checkout redemption, VIP tiers, points expiry, performance benchmarks, ROI insights, and unlimited integrations. This tier targets more established and rapidly growing stores.
• Plus Plan ($999/month): Designed for enterprise-level operations, it includes a dedicated launch plan, quarterly monitoring, 30+ pre-built reports, API access, priority support, white-glove migration, and SOC 2 security. This plan caters to large, complex businesses with significant operational requirements.

Charming Loyalty by InnaVision Pricing

Charming Loyalty offers a much simpler, lower-cost pricing structure.

• Free Plan: Allows merchants to create and manage a loyalty program, add features to their store, and customize branding. This is a very accessible entry point for testing the concept of discount-based loyalty.
• Pro Plan ($20/month): The only paid tier, it includes VIP Loyalty Tiers, Rolling Window Discounts, Priority customer support, Klaviyo integration, discount expiration reminders, and access to analytics. This plan is quite affordable for the features it offers, particularly the VIP tiers and Klaviyo integration.

Pricing Structure Comparison Insights

Smile's pricing reflects its extensive feature set and scalability. The free plan is robust, but advanced features and enterprise-level support come with a significantly higher cost. Merchants should carefully consider a pricing structure that scales as order volume grows and the specific features needed at each stage of their business growth. For a large, established Shopify Plus store needing comprehensive analytics, enterprise support, and a complex program, Smile's Growth or Plus plans might be justifiable.

Charming Loyalty offers a highly attractive price point, especially its Pro plan at $20/month. This makes it an excellent option for new or smaller stores with tighter budgets who want to implement a straightforward discount loyalty program without a significant financial commitment. The value proposition is clear: affordable access to core discount loyalty features. However, it lacks the depth of features that come with Smile's higher tiers. Merchants might compare plan fit against retention goals when deciding between the two.

Integrations and "Works With" Fit

The effectiveness of a loyalty app is often amplified by its ability to seamlessly integrate with other tools in a merchant's tech stack. Both apps demonstrate integration capabilities, albeit with varying breadth and depth.

Smile: Loyalty Program Rewards Integrations

Smile boasts extensive integration capabilities, critical for creating a cohesive customer experience across multiple touchpoints.

• Core Shopify Integrations: Works seamlessly with Shopify POS, Checkout, Customer accounts, and Shopify Flow, ensuring loyalty elements are visible and functional across the core Shopify ecosystem.
• Marketing & Review Apps: Deeply integrates with popular tools like Klaviyo (for email marketing automation), Judge.me, Loox (for reviews), Mailchimp. This allows for unified customer data and targeted loyalty campaigns.
• Customer Service & Subscriptions: Integrates with Gorgias (for customer support) and Recharge (for subscriptions), enhancing the overall customer journey from service interactions to recurring purchases.
• Broad Ecosystem: Smile explicitly states integration with "30+ other tools," indicating a wide range of compatibility that allows merchants to connect their loyalty program with almost any essential e-commerce application. Unlimited integrations are available on the Growth and Plus plans.

Charming Loyalty by InnaVision Integrations

Charming Loyalty focuses on essential integrations, particularly for communication and core Shopify functions.

• Core Shopify Integrations: Integrates with Shopify Checkout, Customer accounts, and Shopify Flow. This ensures that the discount loyalty program functions correctly within the standard Shopify buying process and customer profiles.
• Email Marketing: Integrates with Klaviyo, a key tool for targeted email communication, allowing merchants to leverage loyalty data for marketing automation.
• Limited Scope: While it integrates with essential tools, the provided data does not specify the breadth of its integration ecosystem beyond these core connections.

Integrations Comparison Insights

Smile's extensive integration network positions it as a central hub within a broader e-commerce tech stack. Its compatibility with 30+ tools, particularly with review apps and subscription platforms, allows for a more holistic approach to customer retention and engagement. This is especially valuable for merchants who rely on multiple specialized tools.

Charming Loyalty offers fundamental integrations that cover core Shopify functions and essential email marketing via Klaviyo. This is sufficient for many smaller or newer stores that have a streamlined tech stack. However, merchants seeking to connect their loyalty program with a wide array of specialized apps for reviews, helpdesks, or other marketing functions might find its integration capabilities less comprehensive than Smile's. Merchants should consider verifying compatibility details in the official app listing for any specific tools they heavily rely upon.

Analytics and Reporting

Understanding the performance of a loyalty program is crucial for optimizing its effectiveness and demonstrating ROI. Both apps claim to offer analytics, but the depth of insights varies.

Smile: Loyalty Program Rewards Analytics

Smile provides robust analytics and reporting features, especially in its higher-tier plans, designed to give merchants deep insights into their program's performance.

• Core Analytics: The Starter plan includes general analytics and reporting.
• Klaviyo Data Sync: Loyalty data and events can be sent to Klaviyo, enabling sophisticated segmentation and targeted campaigns based on loyalty status and activity.
• Advanced Insights (Growth/Plus Plans):
  • Performance Benchmarks: Allows merchants to compare their program's performance against industry standards or top brands.
  • Loyalty ROI: Provides metrics to understand the financial return on loyalty program investments.
  • Segments and CLV Insights: Enables detailed customer segmentation based on loyalty data and insights into Customer Lifetime Value, facilitating personalized marketing efforts.
  • Pre-built Reports: The Plus plan offers over 30 pre-built loyalty reports, providing immediate access to a wide range of key performance indicators.

Charming Loyalty by InnaVision Analytics

Charming Loyalty includes built-in analytics, focusing on tracking the performance of its discount-based programs.

• Basic Performance Tracking: The Pro plan provides access to analytics to track performance. The description implies metrics related to discount redemption, customer spending, and tier progression.
• Klaviyo Integration: While not explicitly an analytics feature, its integration with Klaviyo allows for leveraging loyalty data (like customer tiers or discount eligibility) within an email marketing platform, which can then be analyzed through Klaviyo's own reporting.

Analytics Comparison Insights

Smile offers a far more sophisticated suite of analytics and reporting tools, particularly in its higher-tier plans. Features like performance benchmarks, ROI tracking, and CLV insights are invaluable for data-driven merchants looking to refine their loyalty strategy and demonstrate tangible business impact. The ability to push rich loyalty data to Klaviyo for advanced segmentation is also a significant advantage.

Charming Loyalty provides essential analytics for tracking the performance of its discount programs. While sufficient for monitoring basic program effectiveness, it may not offer the granular insights or strategic benchmarks that larger, more data-intensive businesses require. Merchants focused on a simple, set-and-forget discount model might find Charming Loyalty's analytics adequate, but those seeking deep program optimization will likely lean towards Smile. When considering a solution, a clearer view of total retention-stack costs should factor into the decision, including the investment in comprehensive analytics.

Customer Support Expectations and Reliability Cues

The quality of customer support can significantly impact a merchant's experience with any app, especially when troubleshooting issues or scaling operations. Review volume and rating often serve as crucial indicators of reliability.

Smile: Loyalty Program Rewards Support

With 4,000 reviews and a 4.9 rating, Smile demonstrates a strong track record and widespread merchant adoption, suggesting a reliable app and support system.

• Tiered Support: While specific support channels are not detailed for all plans, the Plus plan explicitly offers priority support, a dedicated launch plan, and quarterly program monitoring, indicating a high level of service for enterprise clients.
• White-glove Migration: For Plus plan users, a white-glove migration service highlights their commitment to facilitating seamless transitions for large-scale operations.
• Established Reputation: The high volume of positive reviews from thousands of Shopify merchants provides a strong signal of app stability, feature robustness, and generally positive user experience, including support interactions.

Charming Loyalty by InnaVision Support

Charming Loyalty, being a newer app, has 0 reviews and a 0 rating, meaning its support reputation is yet to be established.

• Priority Support: The Pro plan explicitly includes priority customer support, indicating that paying users can expect a higher level of service.
• New Entrant: As a new app, merchants should consider the implications of a smaller user base and less established public feedback loop. While new apps can offer innovative solutions and personalized attention, they might also present uncharted territory in terms of long-term reliability and community support.

Support Comparison Insights

Smile's extensive positive review base offers a high degree of confidence in its reliability and the effectiveness of its support, especially for complex loyalty programs. Its tiered support and white-glove services for enterprise clients underscore its readiness to handle diverse merchant needs. Checking merchant feedback and app-store performance signals is always a good practice.

Charming Loyalty, with no reviews, represents a newer option. While the promise of priority support on its Pro plan is a positive, merchants should approach with an understanding that the app's long-term performance and the consistency of its support are unproven based on public data. This might be a consideration for merchants who prioritize established track records and extensive community validation.

Performance, Compatibility, and Operational Overhead

Beyond features and cost, the operational impact of an app on a Shopify store's performance, compatibility with other systems, and the overall management overhead are critical considerations.

Smile: Loyalty Program Rewards Operational Aspects

Smile is designed for high performance and broad compatibility within the Shopify ecosystem, but its comprehensive nature can entail some operational considerations.

• Compatibility: Works seamlessly with Shopify POS, Checkout, Customer accounts, and Shopify Flow, ensuring broad platform compatibility. Its integrations with 30+ tools suggest a well-engineered architecture designed to prevent conflicts.
• Shopify Plus Readiness: Specific features like "Redeem at checkout (Shopify Plus)" and enterprise-grade security (SOC 2) in the Plus plan indicate its suitability and optimization for high-volume, complex Shopify Plus environments.
• Operational Overhead: While powerful, managing a complex points, VIP, and referral system requires strategic oversight. Regular review of bonus events, reward structures, and VIP tier criteria is necessary to ensure the program remains engaging and profitable. The initial setup might also require more time due to its extensive customization options.

Charming Loyalty by InnaVision Operational Aspects

Charming Loyalty emphasizes ease of setup and a lightweight operational footprint, aligning with its simpler feature set.

• Compatibility: Seamless integration with Shopify (Checkout, Customer accounts, Shopify Flow) implies good core compatibility without specified advanced features like POS.
• Ease of Setup: The "easy to set up, requires no coding" claim suggests a low barrier to entry and minimal technical overhead for initial deployment.
• Operational Overhead: A discount-based system inherently requires less ongoing management compared to a multi-faceted points program. Merchants primarily need to define spending thresholds and corresponding discount percentages. This streamlined approach means less time spent on program administration, which can be advantageous for small teams or solo entrepreneurs.
• Performance: With a simpler feature set, there is less potential for code conflicts or performance degradation compared to more complex apps, though this is not explicitly stated in the provided data.

Operational Comparison Insights

For merchants seeking a highly scalable, enterprise-ready loyalty solution with deep integration across a complex tech stack, Smile offers the robust framework needed, including capabilities designed for Shopify Plus scaling needs. However, this power comes with the expectation of more involved management and a steeper learning curve for configuration.

Charming Loyalty excels in operational simplicity. Its "no coding" setup and direct discount model significantly reduce the technical and administrative overhead, making it an attractive option for merchants who want a functional loyalty program with minimal ongoing effort. When choosing a plan built for long-term value, merchants should weigh these operational impacts alongside feature sets and pricing.

The Alternative: Solving App Fatigue with an All-in-One Platform

Merchants navigating the Shopify app ecosystem often encounter a common challenge: "app fatigue." This phenomenon arises from the need to stitch together multiple single-function apps to achieve a comprehensive solution for customer retention and engagement. The result is often tool sprawl, where different apps handle loyalty, reviews, wishlists, and referrals independently. This fragmented approach can lead to several problems: data silos, inconsistent customer experiences, integration headaches, increased operational overhead, and a cumulative higher total cost of ownership as subscription fees stack up.

Imagine running a store where loyalty points are managed in one app, customer reviews in another, and wishlists in yet a third. This creates a disjointed experience for customers and adds significant complexity for the merchant team trying to connect the dots across disparate platforms. To address this, many merchants are shifting towards an all-in-one platform philosophy, seeking more integrated solutions that consolidate functionalities. If consolidating tools is a priority, start by selecting plans that reduce stacked tooling costs.

Growave champions this "More Growth, Less Stack" approach, providing a flexible retention platform that combines five key functionalities into a single, integrated suite: Loyalty and Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers. This consolidation directly tackles app fatigue by offering a unified system for driving customer lifetime value. For instance, the platform helps merchants with loyalty programs that keep customers coming back, ensuring customers are rewarded and engaged throughout their journey.

By bringing these tools under one roof, Growave aims to streamline operations and provide a holistic view of customer engagement. Instead of managing separate contracts, dashboards, and support channels for each function, merchants can oversee their entire retention strategy from one integrated platform. This not only simplifies day-to-day management but also ensures data flows seamlessly between loyalty, reviews, and other engagement tools, leading to more intelligent automation and personalized customer interactions. The platform also offers advanced capabilities, including capabilities designed for Shopify Plus scaling needs, ensuring it can support growing businesses.

For businesses looking to integrate social proof, Growave also provides robust tools for collecting and showcasing authentic customer reviews. This means that a customer earning loyalty points could also be prompted to leave a review, and that review could then be displayed on a product page, all managed within the same system. This interconnectedness allows for more powerful customer journey orchestration, where every interaction, from earning points to writing a review, contributes to a cohesive and rewarding brand experience. Businesses can benefit from VIP tiers and incentives for high-intent customers, building a stronger bond with their best customers.

Growave's integrated nature also contributes to a smoother customer experience. When a customer interacts with a loyalty program, leaves a review, or adds an item to their wishlist, these actions are all part of a single, consistent interface, reducing friction and enhancing overall satisfaction. This unified approach extends to administrative tasks, offering a single dashboard for managing all retention initiatives. This can result in significant time savings and a reduction in the potential for errors that often arise when data is manually transferred or reconciled across multiple platforms. Merchants can also leverage social proof that supports conversion and AOV through review management.

Moreover, Growave's pricing model, which bundles these features, can offer better value for money compared to subscribing to several specialized apps individually. For instance, a merchant might pay a similar amount for Smile's Growth plan as they would for Growave's Growth plan, but with Growave, they gain loyalty, referrals, reviews, and a wishlist solution, rather than just loyalty alone. The platform is also built with features aligned with enterprise retention requirements, making it a suitable choice for larger stores. By choosing an all-in-one solution, merchants can achieve more growth with less complexity in their app stack, ultimately simplifying their operations and freeing up resources to focus on core business strategies. This strategic consolidation enables businesses to gain a clearer view of total retention-stack costs without the surprises of disparate app bills.

Conclusion

For merchants choosing between Smile: Loyalty Program Rewards and Charming Loyalty by InnaVision, the decision comes down to the desired depth of loyalty program features, budget constraints, and current business scale. Smile stands out as a powerful, feature-rich platform, ideal for established and growing stores that require extensive customization, a multi-faceted reward system (points, VIP, referrals), and deep analytics. Its higher price point aligns with its comprehensive capabilities and robust integration ecosystem. Conversely, Charming Loyalty by InnaVision offers a simpler, more budget-friendly solution focused on progressive, discount-based rewards. It is well-suited for new or smaller stores prioritizing ease of use, quick implementation, and a straightforward savings model, though it lacks the breadth of features and established track record of Smile.

Ultimately, both apps cater to the critical goal of customer retention. However, considering the broader landscape, the strategic advantages of an integrated platform like Growave become apparent. By consolidating loyalty, reviews, referrals, and wishlists into a single solution, Growave helps merchants overcome the challenges of app fatigue, data fragmentation, and inconsistent customer experiences that often arise from using multiple specialized apps. This all-in-one approach streamlines operations, reduces total cost of ownership, and provides a unified strategy for driving sustainable growth and improving customer lifetime value. When considering long-term growth, evaluating feature coverage across plans in an integrated solution can reveal greater value. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

How do I decide if a points-based or discount-based loyalty program is better for my store?

A points-based program, like Smile, offers greater flexibility in rewards (discounts, free products, experiences) and gamification (VIP tiers, bonus events). It's often better for building long-term engagement and a sense of community around your brand. A discount-based program, like Charming Loyalty, is simpler and offers immediate, tangible savings, which can be highly effective for customers who prioritize direct financial benefits and for stores looking for straightforward implementation. Consider your target audience's preferences and your brand's overall marketing strategy.

What are the risks of choosing a newer app with few or no reviews?

Choosing a newer app with minimal reviews, such as Charming Loyalty by InnaVision, carries a higher degree of uncertainty regarding its long-term stability, performance under scale, and consistency of customer support. While newer apps can sometimes offer innovative features or more personalized service, they lack the widespread validation and detailed public feedback that more established apps provide. Merchants should weigh the potential benefits of new features against the reliability that comes with a proven track record, especially when validating fit by reading merchant review patterns.

Can I migrate my loyalty data if I switch from one app to another?

Migration capabilities vary significantly between apps and depend on the complexity of your existing program and the target platform. Established apps like Smile often offer migration services, particularly for their higher-tier plans (e.g., white-glove migration in Smile's Plus plan). For newer or simpler apps, manual data export and import might be required. It is crucial to inquire directly with app developers about their migration support before making a switch to avoid losing valuable customer loyalty data.

How does an all-in-one platform compare to specialized apps?

An all-in-one platform, such as Growave, consolidates multiple e-commerce functionalities like loyalty, reviews, referrals, and wishlists into a single integrated system. This contrasts with specialized apps, where each function is handled by a separate application. All-in-one solutions typically offer a more cohesive customer experience, centralized data management, and reduced operational overhead by eliminating the need to manage multiple subscriptions and integrations. While specialized apps might offer deeper niche features for a single function, the integrated approach generally provides greater overall value and efficiency for managing a holistic customer retention strategy. Businesses looking for a comprehensive strategy can benefit from reward mechanics that support customer lifetime value across multiple touchpoints.