4.0 Customers

Know every customer
across every till

Cohort + per-customer intelligence. Identity carried through every branch, every transaction, every cohort, every campaign.

Identity

A wallet pass IS the customer identity

No separate CRM, no separate identity store. Every customer is one wallet ID across the entire network. Created on first pass install. Stable forever.

feddiID-247
Maryam K.

Wallet pass = identity

Pass install creates the record. Every event downstream references one stable wallet_id.

Network-wide identity

Same customer across every branch. The wallet ID is honest about who is who, even across geographies.

wallet_idw_247
phone_e164+966 ···
home_branchOlaya
tierT1

Properties

Phone, name, home-branch, tier, tags. Operator-extensible.

Composition

The customer record is the join key

Every wallet event populates the record. Every attribution dimension joins to it. Every incentive rule targets it. Every brain query reads it.

top_up.created+ 150.00
till.debit− 18.00
spend_30dSAR 287

Wallet writes

Every top-up + till swipe writes to the customer record. No batch sync.

Maryam K.SAR 1,247
Khalid F.SAR 1,098
Noura S.SAR 947

Brain reads

Plain-language queries return customer lists in real time. 'Top 50 customers in Tahlia by spend.'

Segments

Live segments, real-time eligibility

Segments update the moment events flow through. A 'dormant 30+ days' segment sees a customer become eligible the second they cross the threshold.

T1
T2
New

Tier definitions

T1, T2, T3, new. Computed from spend windows.

frequent_visitor1,247
dormant_30d348
cross_branch_3+492

Behavior segments

Dormant, frequent, cross-branch, lapsed. Computed live, queryable everywhere.

tier ≥ 2 + home Tahlia + spend > 500

Custom expressions

Operator-defined booleans on any property. Combine with AND / OR / NOT.

Examples

Illustrative Saudi operator scenarios

The examples below are illustrative, not named operators. Published customer stories use metrics verified against operator data.

Repeat rate62%
Network top-upsSAR 18M
Identified customers1,053

Illustrative · Saudi coffee chain, 42 branches

62% 30-day repeat rate. SAR 18M+ stored value moving through network in first 90 days.

Network-wideSAR 12M
Decision latency12 min
Cohort segments14 active

Illustrative · Saudi retail group, 31 branches

Branch-level attribution made the newest opening call in twelve minutes.

"It feels like we always owned this relationship with our customers. We just didn't have the wallet to hold it."

Illustrative perspective · Saudi coffee chain

"For the first time every customer is named. Every till is attributed. Every cohort is real, not a guess."

Illustrative perspective · Saudi retail group

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Tech specs
4.1

Identity primitive

A wallet pass IS a customer identity primitive. Every top-up + every redemption is tied to one customer record across every branch. No separate CRM, no separate identity store.

When a customer adds the pass via WhatsApp or Apple Wallet, the identity is created. Every subsequent event references that same ID, network-wide.

Identity properties

Property Function
wallet_id

Stable customer identifier. Generated at pass issuance. Never reused.

phone_e164

Customer's phone number in E.164 format. WhatsApp + SMS rail key.

name

Display name shown in operator views. Customer can edit via wallet app.

home_branch

Auto-assigned from first wallet event (cohort.first_seen).

tier

Computed from spend-window aggregates. Drives incentive eligibility.

tags

Operator-defined labels (e.g. "press contact", "VIP", "competition winner").
Tech specs
4.2

Composition

Customer intelligence sits on top of wallet + attribution. Every wallet event populates the customer record; every attribution dimension joins to a customer ID.

It feeds incentives (segment-targeted rules), brain (the agent answers per-customer questions), and inventory (per-customer SKU velocity).

Composition points

Property Function
Wallet → Customers

Every wallet event updates the customer record. No batch sync.

Attribution → Customers

Every attribution dimension joins to customer ID. Per-customer ROAS, LTV.

Incentives → Customers

Rules target segments / cohorts / individual customers by wallet ID.

Brain → Customers

Plain-language queries: "Who are my top 50 customers in Tahlia?"

Inventory → Customers

Per-customer SKU velocity. What products this customer buys most.
Tech specs
4.3

Segments + cohorts

Segments are operator-defined slices of the customer base ("top 10% by spend in last 90 days", "dormant 30+ days", "visited 3+ branches"). Cohorts are time-bound segments anchored on enrollment date.

Both update in real time as events flow through. A rule targeting "dormant 30+ days" sees the customer become eligible the moment they cross the threshold.

Segment + cohort primitives

Property Function
Spend window

Total wallet spend in a rolling window. Drives tier definitions.

Frequency window

Visit count in a rolling window. Drives loyalty rule eligibility.

Branch diversity

Unique branches visited. Drives cross-branch loyalty rules.

Dormancy

Days since last activity. Drives re-engagement triggers.

Tier

Computed tier based on spend window. T1 / T2 / T3 / new.

Custom segments

Operator-defined boolean expressions on any of the above.

Cohort enrollment

Date-anchored segments. "Customers acquired in March 2026."
Tech specs
4.4

Customer stories

Public-facing customer surface: operators using Feddi sharing their own stories about the wallet model.

Each story is a structured artifact (operator name + city + branch count + metric + quote) that ships with full attribution data validation. We don't publish stories that don't check out against the merchant's actual numbers.

Story structure

Property Function
Operator

Brand / chain name. Approved by the operator before publish.

Geography

City + country. KSA / UAE / Qatar / Bahrain / Kuwait / Oman.

Branch count

Number of branches running Feddi at story time.

Headline metric

One number that anchors the story (e.g. "62% 30-day repeat rate").

Quote

Direct quote from operator. Voice + perspective, not marketing.

Verification

Each metric is cross-checked against the operator's actual wallet attribution data.