Consumers
Fanfare tracks your consumers as they participate in experiences. Consumers can range from guest shoppers to fully verified account holders.Consumer Identity Levels
As consumers engage with your experiences, they can progress through different identity levels:Guest Consumers
Consumers who participate without creating an account:- Quick, frictionless entry
- Limited to browser session
- Cannot receive notifications
- May have restrictions on high-value items
Registered Consumers
Consumers who have provided contact information (email or phone):- Can receive notifications and updates
- Can be reached for marketing
- Session can be recovered
- Enables better fraud detection
Verified Consumers
Consumers who have confirmed their identity (via email code, SMS code, or login):- Highest trust level
- Full account features
- Purchase history available
- Required for some distributions
Consumer Information
Contact Details
| Field | Purpose |
|---|---|
| Notifications, order confirmations, marketing | |
| Phone | SMS notifications, verification |
| Name | Personalization, order fulfillment |
Consumer Scores
Fanfare calculates helpful scores about your consumers: Loyalty Score A measure of consumer value based on purchase history and engagement:| Score Range | Meaning |
|---|---|
| 0-25 | New or occasional consumer |
| 25-50 | Returning consumer |
| 50-100 | Regular consumer |
| 100-150 | Loyal consumer |
| 150+ | VIP consumer |
- Decays over time (recent activity counts more)
- Helps identify currently active consumers
- Useful for re-engagement campaigns
Purchase History
Track consumer value over time:- Total orders — Number of purchases
- Lifetime value — Total amount spent
- Average order — Typical purchase amount
- Last order — Most recent purchase date
Location (Inferred)
Approximate location based on their visits:- Country
- Region/State
- City
- Timezone
Guest vs. Verified Access
Different distributions may require different identity levels:| Distribution | Guest Access | Typical Requirement |
|---|---|---|
| Queue | Usually allowed | Low friction preferred |
| Draw | Usually allowed | Maximize entries |
| Auction | Rarely allowed | Need payment capability |
| Appointment | Rarely allowed | Need contact for booking |
| Timed Release | Usually allowed | Quick access |
| Waitlist | Usually allowed | Need contact for notifications |
When to Require Verification
- High-value or limited items (prevent abuse)
- Auctions (need payment method on file)
- Appointments (need to contact for changes)
- VIP experiences (confirm membership)
When to Allow Guests
- High-volume launches (maximize participation)
- Lower-value items (fraud risk is lower)
- Flash sales (speed matters)
- Lead generation (convert later)
Progressive Collection
You can collect consumer information gradually:- Reduces friction at the start
- Collects information when consumers are motivated
- Builds profiles over time
Using Consumer Data
For Audiences
Create targeted groups based on consumer attributes:- VIP consumers (loyalty score > 100)
- Recent buyers (ordered in last 30 days)
- High spenders (lifetime value > $500)
- Local consumers (specific regions)
For Personalization
Use consumer data to personalize experiences:- Show relevant products based on history
- Adjust messaging based on loyalty level
- Target communications by timezone
For Fraud Prevention
Consumer data helps identify suspicious activity:- Bot detection based on behavior patterns
- Order limits for new vs. established consumers
- Velocity checks for unusual activity
Consumer Privacy
Fanfare helps you manage consumer data responsibly:- Consent tracking — Record marketing opt-ins
- SMS opt-out — Respect unsubscribe requests
- Data export — Provide consumer data on request
- Archiving — Remove inactive consumers
Best Practices
Match Friction to Value
- Low-value, high-volume → Allow guests
- High-value, limited → Require verification
Collect Progressively
Don’t ask for everything upfront. Collect information as consumers progress through the experience.Use Scores Wisely
- Loyalty scores help identify your best consumers
- Don’t over-gate experiences—frustrates consumers
- Test different thresholds
Respect Preferences
- Honor opt-out requests promptly
- Don’t over-message
- Make preferences easy to manage
Next Steps
- Audiences — Group consumers for targeting
- Experiences — How consumers participate
- Distribution Types — Access methods and requirements