Consumers

Fanfare tracks your consumers as they participate in experiences. Consumers can range from guest shoppers to fully verified account holders.

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Consumer Identity Levels

As consumers engage with your experiences, they can progress through different identity levels:

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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

Best for: Maximizing participation, low-risk distributions

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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

Best for: Most distributions, building consumer relationships

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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

Best for: High-value items, auctions, appointment booking

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Consumer Information

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Contact Details

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Consumer Scores

Fanfare calculates helpful scores about your consumers: Loyalty Score A measure of consumer value based on purchase history and engagement: Use loyalty scores to create VIP audiences for early access or exclusive experiences. Activity Level Recent engagement with your experiences:

• Decays over time (recent activity counts more)
• Helps identify currently active consumers
• Useful for re-engagement campaigns

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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

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Location (Inferred)

Approximate location based on their visits:

• Country
• Region/State
• City
• Timezone

Useful for timezone-appropriate communications and regional targeting.

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Guest vs. Verified Access

Different distributions may require different identity levels:

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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)

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When to Allow Guests

• High-volume launches (maximize participation)
• Lower-value items (fraud risk is lower)
• Flash sales (speed matters)
• Lead generation (convert later)

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Progressive Collection

You can collect consumer information gradually: This approach:

• Reduces friction at the start
• Collects information when consumers are motivated
• Builds profiles over time

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Using Consumer Data

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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)

Learn more about Audiences →

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For Personalization

Use consumer data to personalize experiences:

• Show relevant products based on history
• Adjust messaging based on loyalty level
• Target communications by timezone

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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

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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

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Best Practices

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Match Friction to Value

• Low-value, high-volume → Allow guests
• High-value, limited → Require verification

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Collect Progressively

Don’t ask for everything upfront. Collect information as consumers progress through the experience.

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Use Scores Wisely

• Loyalty scores help identify your best consumers
• Don’t over-gate experiences—frustrates consumers
• Test different thresholds

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Respect Preferences

• Honor opt-out requests promptly
• Don’t over-message
• Make preferences easy to manage

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Next Steps

• Audiences — Group consumers for targeting
• Experiences — How consumers participate
• Distribution Types — Access methods and requirements