New Targeted Marketing Platform Launched for FIRSTLINE

A new targeted marketing and notifications platform has been launched for the FIRSTLINE mobile app, designed to make promotions more relevant and less intrusive for customers.

At the core of the platform is a flexible campaign engine that lets the marketing team build multiple targeting rules within a single campaign, each with its own audience conditions, schedule, and message. Customers are matched to campaigns based on real activity signals such as order history, spending, store visits, and loyalty status, meaning FIRSTLINE users see offers that reflect their actual behavior rather than generic blasts.

A standout feature is loyalty-tier-aware targeting: campaigns can be tailored specifically to bronze, silver, or gold-tier members, allowing more meaningful rewards and offers for top customers. Each notification can also include a customizable call-to-action button — routing users to rewards pages, new bookings, venue discovery, app news, or a dedicated landing page — giving marketers multiple ways to drive engagement without cluttering the experience.

Marketing notifications operate on an opt-in basis: customers choose whether to receive them and can turn them off at any time.

The platform avoids repetitive messaging for returning customers: once someone has received a specific offer, they generally won't be sent that same one again, though marketers can choose to allow repeat delivery for time-sensitive or recurring promotions.

The launch reflects a broader push toward more personalized, consent-respecting customer engagement for FIRSTLINE users, while giving the marketing team greater flexibility and control over how offers are built and delivered.