Talon.One is an API-based promotion service that allows you to integrate easily, scale your promotions quickly and build personalized & engaging campaigns faster.
With a Talon.One account you can control all of the background logic, calculations and validation for coupons, gift cards, discounts, referrals, bundles and loyalty programs.
You also unlock a range of features such as geofencing, test environments, user roles and wallets for any credit, point system or data to use in any of your promotional campaigns.
Talon.One powers a leading Promotion Engine for eBusinesses across the globe. These promotions aim to be more targeted, effective and accessible for all integrations.
Christoph Gerber is the cofounder of Lieferando, which he merged with TakeAway and took public in 2016. After one of the biggest exits in the German startup history (€62.9M), Christoph started developing Talon.One. Inspired by his experience at Lieferando, he thought there must be a better way for companies to run and scale their promotions. Together with Sebastian Haas (Founder & CEO of RapidApe), they created Talon.One - a SaaS company with a powerful API that allows companies to deliver the right promotions at the right time without being limited by their development resources.
The unique part about Talon.One is that we serve clients across multiple industries.
So we’re not fixed to one specific industry, or vertical such as eCommerce or transportation. We have clients from eCommerce, transportation, food delivery, streaming, on-demand delivery, you name it.
And to name a couple of our customers, you have the likes of Ticketmaster, Burger King, Zipcar, Casper the mattress company, many others.
Talon.One is an API-first product. So basically we can digest any kind of data from our customers, evaluate it through our Rule Engine, which is built in ‘Talang’, our own development Talon language, and then we give an effect back.
And the customers have the possibility to basically rebuild their own data model inside Talon.One. So there’s unlimited flexibility around what a customer can do and what customers we can serve.
What we’re solving with Talon.One is that every company in the whole wide world is actually working with some kind of promotions. And promotions started even in the medieval times when you bought 2 apples and you got a 3rd apple on top.
What we’re solving is that you as a company don’t have to rebuild your own promotion stack. You can just plug into Talon.One, integrate us and then you’re basically done.
What we try to solve with Talon.One is, what I experienced and what other people, I think also experience, is that as a marketeer you have all these big ideas for promotions, you want to do specific campaigns around certain topics, but what you eventually find is that your promotion capabilities internally do not allow you to really respond to the market and to the customer requests, and also to the ideas you have as a marketeer.
So we said, let’s solve this once and for all, let’s give the marketeer a solution, where s/he doesn’t have to go back to the tech team and say hey, “Can you do this and that?” And it to then take 6 weeks to actually deliver on that small product change.
So, Talon.One is a one-stop-shop for promotions. And when we talk about promotions we mean product bundling, loyalty, a wallet feature, couponing, discounting, discounting based on geofencing, so you can say a coupon only works if the user is in a certain area which you could fence out before.
If you would talk about a USP that we have, it’s the unlimited amount of functionality around promotions. And, as I said before promotions can cover everything where a user gets some sort of incentive for a certain kind of behaviour.
So here you can see the campaign manager’s applications page. In the URL it shows the deployment, in this case, the europe-west google server.
Applications are normally divided by live and staging environments, worldwide locations or subsidiary companies.
Inside your applications, you have your campaign overview page, where you can see and filter information about your different campaigns.
When you create new campaigns you can choose the additional coupon, loyalty and referral features you want to use, then from the campaign dashboard, you add details for teammates, set campaign schedules, budgets, create coupons or define campaign rules.
In the rule builder you can create any logic rules you like to reward your customers, and here you can see a very simple use case where you add a condition that says when your customer’s coupon code is valid they get a 10% discount on their cart total when they spend over 10 euros, dollars or whatever currency you deal with. Using this same if this, then that logic, you can set up pretty much any type of rewards on any customer interaction with your shop or platform.
From here you can also create huge batches of coupons or individual single-use coupons on the fly. Create referral codes, then set any criteria in your rules so you only pay out for higher-value customers. See insights about your campaign performance, set user roles and create custom attributes to use in your campaigns.
Really you’re only limited by how much imagination you have.
If you look at customers that we helped, I think there are 2 very nice examples that we can talk about.
One is Ticketmaster, where we are actually powering the user wallet.
So if you’re at Ticketmaster and your show is being cancelled, you get 20% on top of your initial spending. That wallet is managed by Talon.One. In a broader sense, it’s not a real promotion, but the 20% in the wallet feature is something you can do with us.
Another interesting one is a car-sharing company WeShare in Germany.
They did a joint marketing effort with a supermarket chain. And it actually works like, you drive your car to a supermarket location, and when you park within a geofence, you get 60 minutes of free parking and don’t have to pay for the reservation of your car. So you can go shopping for 1 hour, go back, you haven’t paid for it, but your car-sharing car is still there.
When we talk to clients around their adoption of Talon.One, why they choose us and what they’ve seen before and after implementing Talon.One. The biggest factor is that the tech team doesn’t have to worry about promotions anymore.
And on top, the marketing team doesn’t have to worry about the tech team delivering on their promotion requests and the capabilities. Plus, they’re not limited in what they can work on and what ideas they have.
And you’re able to integrate Talon.One with the likes of Braze or M-Particle, even Optimizely to run much more integrated promotion campaigns, instead of just blowing off 10% coupons.
We do have some limitations in Talon.One. And what people always ask us is, “Can you determine when is the right time for a customer to get a promotion, and what the value is for that promotion?” And this is something we never really wanted to touch, because, I think, we don’t know enough about the customer’s customer to make informed decisions around that.
So we’re not an AI company, we’re not a business intelligence company, we’re not a prediction company. We’re basically the toolbox to allow you to create any kind of promotions based on knowledge you gained somewhere else.
So if you look at the marketing tech stack, you’ve got a lot of tools that make decisions for you, that do the communication.
I would say we’re basically sitting a bit below that. More on the infrastructure of the marketing tech stack. We enable you to work from the decisions and ideas that all these other tools have to then communicate to the customer and say, hey, here’s the offer.
We don’t decide where their user gets the offer or what the size of the offer is. But we enable you to create that offer, and afterwards, validate that offer.
If we talk about pricing, it really depends on multiple factors like how many coupon codes are you having, how many API calls are you doing, how many campaigns are you running, how many users, and I could go on and on, how many servers etc.
So it’s quite broad in the sense that it’s hard to give you a definite number on how much you would pay for Talon.One. The average customer starts at around 5000 EUR and this obviously does change when you come to bigger enterprise packages.
For the time of adoption, we’ve seen clients, big clients integrate us in 2 weeks and being live by 4. This is possible with good planning. And adoption then from your team is actually quite fast. I think we follow the best practices when it comes to user interface and user experience design, so it’s quite intuitive to use us.
You also have customer success representatives from Talon.One that help you onboarding your team. And for the consumer, so basically the customer of our customer, they don’t even know that Talon.One is operating, they never see us, they just see that they get better promotions.