/
Passes

Passes

A financial pass, also known as a voucher or gift card, is a pre-paid card that comes pre-loaded with an amount of money. The recipient can use it to make purchases at participating locations, either in physical shops or online.

THE ESSENTIALS

Here below are some common terms used throughout CRM.COM regarding pass plans and passes.

Pass Plan

To generate passes, you must first define a Pass Plan, which sets the rules and characteristics for how the passes behave.

Classifications

The Classification setting in a pass plan specifies the type of passes to be created and their intended use:

  • Promotion - Apply a Reward Offer or Promotion during a purchase, following its discount rules (amount or percentage) and usage conditions. Can support multiple uses.

  • Gift - Intended for use by someone other than the purchaser. The recipient can be either a registered or anonymous contact.

  • Top-up - Used by the purchaser to add funds to their own Business or Commerce Pocket balance.

Distribution Method

Passes can be issued in either printed or electronic format.

  • Printed Passes - Pre-generated with unique codes and typically sold over the counter.

  • Electronic Passes - Generated on demand upon purchase, either via third-party integrators, e.g. via a custom portal, through a dedicated CRM.COM Landing Page, or purchased by a contact via CRM.COM apps.

Pass Value

Gift and Top-up pass plans can have either a fixed or variable value for both printed and electronic passes. Promotion passes don’t require a value, as the linked reward offer defines it.

  • Fixed - All passes have the same value (e.g., €50).

  • Variable - A value range is set (e.g., €50–€250). The exact amount is chosen during creation (for electronic passes) or later, after the pass is created but before it’s redeemed (for printed passes).

Pass Code Format

All passes have a pass code.

  • Promotion passes - Can have either a unique or the same code for all passes.

  • Gift and Top-up passes - Always have a unique code.

Users can define the pass code format, which is applied during pass creation.

PIN (optional)

Gift and Top-up passes may optionally include a PIN for added security. The pass code and PIN are required to redeem the pass initially, and then for each purchase where pass funds will be spent. PINs are not used for Promotion passes.

State

Each pass has a state that defines its status and allowed actions:

  • Draft – Created but not yet redeemable, typically moves to Active.

  • Active – Ready for redemption (value must be set for variable passes).

  • Redeemed – The promotion was applied, or funds have been added to the contact’s wallet and can be spent on purchases.

  • Cancelled – Pass is void and unusable, only Draft or Active passes can be cancelled.

Hashing

When enabled, pass codes are scrambled using a hashing algorithm. The hashed code replaces the actual pass code in API calls.

Generating Passes

This is the process of creating a pass and can be achieved in two ways:

  • Electronic passes – Created on demand via API, dedicated landing pages, or consumer apps (e.g., portal or mobile app).

  • Printed passes – Pre-generated through the back-end or via API.

Redeeming a Pass

Redeeming a pass credits the Contact’s wallet (for Gift/Top-up passes) or applies an instant reduction at the time of purchase (for Promotion passes).

Upon redemption, the Contact’s details (e.g. name, email) are added to the pass, except for anonymous printed passes, where a contact is created in the system using the pass code as the first name and surname.

Gift Pass Beneficiary Information

The beneficiary is the recipient of the pass. For electronic Gift passes, their name and contact details (email/phone) must be provided by the purchaser. This info is used to notify the beneficiary and provide redemption instructions.

Managing Pass Plans & Passes

The process typically begins with manually creating a Pass Plan in the back-end system, defining the desired pass characteristics. Printed passes are then generated, printed, and distributed to selling points. A third-party system then manages all passes, both printed and electronic.

Creating Pass Plans

A Pass Plan defines the behaviour and characteristics of the passes to be generated. It’s necessary to configure a Pass Plan to generate and use passes of any type.

To view or create a new Pass Plan, navigate to Finance > Pass Plans using the main menu on the left-hand side of the screen.

Select Create Pass Plan to create a new pass plan.

image-20250214-151322.png

Name

Provide a unique name for the pass plan.

Classifications

Choose the type of passes that will be created using this pass plan.

These are the key characteristics of the three types of Pass Plan classifications, which determine the behaviour of the passes to be generated.

Pass Type

Format

Generated for

Consumes a reward offer?

Pass Codes

PIN option?

Can be used more than once?

Promotion

Electronic

Existing Contact

Yes

Unique codes or Single code

No

Yes

Gift

Electronic or Printed

Existing or non-existing Contact

No

Unique Codes

Yes

No

Top-up

Electronic or Printed

Existing Contact

No

Unique Codes

Yes

No

Validity

The validity setting of the pass plan defines the duration of time during which the pass must be redeemed and not the actual expiration of pass funds in the Contact’s wallet. Each pass gets its validity based on the pass plan when it’s created.

Available validity settings are:

  • Always - No expiration, redeem anytime.

  • Period - Expires after a set time (days/months/years) from creation.

  • Date - Passes will expire on a specific date if not redeemed.

For Gift and Top-up passes, you can also set an expiry for the value of the pass using a Commerce Pool, which credits the amount to a Commerce Pocket.

Printed Passes vs Electronic Passes

Pass plans can be configured to have a printed or electronic format:

  • Printed - Passes are pre-generated (via backend or API), support fixed or variable values, and can be exported for printing.

  • Electronic - Passes are generated on demand via API and also support fixed or variable values.

Enable toggle for printed passes, disable for electronic passes

Number of Passes

The number of passes refers to the maximum number of passes that can be generated using a specific Pass Plan. For Pass Plans configured for printed passes, it is necessary to specify the number of passes to be generated. In the case of electronic Pass Plans, you can either set a maximum number of passes or use 0 (zero) to allow for an unlimited number of passes.

If a maximum number of passes has been s

et for a Pass Plan, no additional passes can be generated once that limit has been reached.

Set the number of printed passes to be generated
Set the maximum number of electronic passes to be generated

Pass Values

Both printed and electronic (Gift or Top-up) passes can be defined as having either fixed or variable values.

  • Fixed value - The value of the pass is set when the pass is created and cannot be changed.

Fixed value passes

  • Variable value - The value of the pass must be within the given range. It can either be set during creation or at a later stage (via an API call), but certainly before redeeming the pass.

Variable value passes

 

The product associated with this pass plan is

This setting applies only to electronic Gift passes, and can be set if passes for this pass plan can be bought via customer-facing apps (e.g., contact app or portal).

Before creating the Pass Plan, create a flat product (non-traceable physical good) in Commerce > Products > Product Catalogue. Provide a description for the pass on this product configuration, however, a price is not required.

Link this product to the Pass Plan. This product will be used when ordering the specific eGift pass from apps. Each eGift pass type requires its own product.

Once ordered and paid for, the recipient receives a communication about their eGift pass.

image-20250214-144900.png

Which wallet pocket will be credited?

Choose whether to credit the Contact’s Business Pocket or Commerce Pocket when redeeming the pass. Business Pocket funds can be spent unconditionally, whereas Commerce Pocket funds can be subject to spend (Commerce Pool conditions), such as where, when or on what products the pass money can be spent.

Commerce Pools

Commerce Pools are optional spending rules for Gift and Top-up passes, set in the pass plan. You can select an existing Commerce Pool or create a new one on the spot. Pools can also be managed under Commerce > Commerce Pools.

image-20250214-151643.png

Pass Code Format

Define the format of a pass codes when passes are created. Pass codes are randomly generated (not sequential) and are unique across the entire business.

Pass code setup

Format

  • Alphanumeric - Pass codes include both letters and numbers (e.g. 3YX7DDG08).

  • Alphabetic - Pass codes contain letters only (e.g. UNLRXDQU).

  • Numeric - Pass code consist of numbers only (e.g. 811256347026).

Length

Set the length of the pass code (excluding any prefix or suffix). Allowed length ranges from 7 to 16.

Prefix

Optional text added before the pass code. Multiple pass plans can share the same prefix.
Example: If the prefix is ‘GIFT’, the pass code would be GIFT811256347026.

Suffix

Optional text added after the pass code.
Example: If the suffix is ‘GIFT’, the pass code would be 811256347026GIFT.

PINs

Enable this option if passes should require a 4-digit PIN. The PIN is needed to redeem the pass and for any future purchases made where pass funds will be spent.

Custom Preferences

Custom fields let you add extra data to passes beyond what's covered by CRM.COM. These fields are automatically populated when a pass is created and are also included in exported pass files.

To modify custom fields on printed passes, you can use the Update Pass API or edit them directly in the back-end while the pass is still in Draft status. To do this, go to Finance > Pass Plans > Manage Passes > View Pass.

image-20240429-085444.png

For setup and management details, refer to the Custom Extensibility manual.

Passes Administrative Actions

Activating a Pass Plan

When a Pass Plan has been defined and saved, it appears in an Inactive state on the Pass Plan summary screen. A Pass Plan must be Activated to allow passes to be generated.

  • Navigate to the Pass Plan summary screen

  • Locate the Pass Plan and select pass plan options (…) > Activate

In the same way, pass plans can be deactivated to stop any more passes being generated.

Generating & Activating Printed Passes

Electronic passes are generated, activated and redeemed on demand via API, typically through third-party system integration. Electronic gift passes can also be purchased and created through a Landing page configured in the back-end system.

Printed passes, on the other hand, must be pre-generated and activated before use:

  • Navigate to the Pass Plan summary screen.

  • Locate the Pass Plan for printed passes.

  • Click on the options button (…) for the respective pass plan, then select Generate (creates the number of passes based on Pass Plan configuration).

  • Click on the Pass Plan options button again (…) > Manage Passes (this option is available only after passes have been generated).

  • Select options (…) > Activate All Passes

A batch of printed passes will typically be activated once they have been printed and distributed to selling locations.

Activating a single printed pass

It’s also possible to activate individual passes instead of activating all passes of a pass plan.

  • Select Pass Plan options (…) > Manage Passes to see all the passes generated for the pass plan.

  • From the Actions column, select the button with the tick.

Activating a single pass via the back-end system

  • Printed passes can be generated and managed through the back-end system or by an integrator.

  • Electronic passes can be generated using the Create Passes API. Electronic gift passes can also be generated via landing pages or purchased through CRM.COM apps.

Cancelling Passes

Similarly, to cancel all passes of a pass plan or just a single pass:

  • Select Pass Plan options (…) > Manage Passes > you'll see all the passes generated for the pass plan.

  • Select the options button (…) > Cancel all passes.

OR

  • Select the prohibited symbol under the Actions column to cancel a single pass.

Only passes in Draft state can be cancelled.

Resending an Electronic Gift Pass

If a recipient didn’t receive an eGift pass communication (e.g., due to a wrong email), a system user can update the contact details and resend it.

To resend an eGift pass:

  • Click on the respective Pass Plan options button (…) > Manage Passes.

  • Select the right-arrow symbol under the Actions column for the pass to be resent, a modal with the pass information is displayed. Correct the relevant information and then select the Resend button. The recipient will receive a new communication with the pass details and how it can be redeemed.

image-20250214-153312.png

Sending Electronic Pass Communications

In cases where Gift or Top-up electronic passes are purchased from an online platform, or Promotion passes need to be distributed by a business, it’s necessary to send a communication to the beneficiary in order to inform them that they have received a pass, and how to go about using it. This requires setting up an Automation with communication or a Communication Plan.

Promotion passes

It should be noted that the only way to communicate promotion pass details to Contacts is through the use of a Communication Plan.

  • If the pass uses the same code for everyone, just include that code in the message (e.g., 'Use pass code 123456 on your next purchase…').

  • If the pass is configured to use a unique pass code per Contact, use the #link_for_pass communication tag in the message area, and select the correct pass plan from the list. Make sure the communication targets only eligible recipients by using the same segment as the reward offer.

Gift & Top-up Passes

To notify recipients about Gift or Top-up passes, set up an Automation triggered by ‘Generate Electronic Passes’ event, that sends the pass details to the beneficiary.

  • Refer to the Communications and Automations manuals for details on how to configure a Communication Plan or an Automation.

  • If the business doesn’t configure their own communications for electronic gift passes, a default system communication will be sent.

Exporting Passes

The passes of a pass plan can be exported in .csv format and are automatically emailed to the logged-in user’s email address.

Select Pass Plan options (…) > Manage Passes > (…) > Export.

Copying Pass Plans

A system user can copy an existing pass plan and its configuration. The user must provide a new unique pass plan name and modify any other settings before saving the new pass plan.

image-20240429-073006.png

When copying the pass plan, it’s possible to copy it in another currency, too.

image-20240429-073334.png

It should be noted that if a business issues passes in multiple currencies, each pass can only be redeemed in the currency of the contact’s Business Pocket.

Redeeming a Pass via the back-end

A system user can redeem a pass for an existing Contact through the back-end system.

  • Contacts > My Contacts.

  • Locate and select the Contact.

  • Select the Financials tab.

  • Select the Options button (…) > Redeem Pass.

  • Provide the pass details.

If the pass is redeemed successfully, the Contact’s wallet will be credited with the value of the pass.

Good to Know

  1. Electronic passes are largely managed through third-party integration systems with the use of APIs.

  2. When variable value printed passes are generated, the pass value is not set until the pass has been purchased.

  3. Only passes with a state of Active can be redeemed, passes with a state of Inactive or Cancelled cannot be redeemed.

  4. Only passes in Draft state can be cancelled.

  5. A whole batch of printed passes can be Activated or Cancelled in one go, or a single pass at a time.

  6. If a pass has an accompanying PIN, then it must be provided to redeem the pass, and also when using the pass to pay for purchases.

  7. Promotion and Top-up passes can only be redeemed for existing (registered) Contacts in the system.

  8. Gift passes can be redeemed for both existing and non-existing Contacts. In the case of a non-existing Contact, the system will create a fictitious Contact with the pass code set as the Contact name.

  9. Upon redeeming a Gift or Top-up pass, the Contact's wallet is credited with the value of the pass.

  10. A Promotion Pass Plan is linked to a Reward Offer or a Promotion. In such cases, the Reward Offer or Promotion will need to be created and activated before configuring the Pass Plan.

  11. A Promotion Pass Plan should be accompanied by the relevant communication informing the eligible Contacts of the pass code and validity period.

  12. An Automation with a message must be configured to send to the electronic Gift or Top-up pass details to the beneficiary, unless the business has a different process in place.

  13. Automations can be configured to trigger webhooks upon creation of both printed passes (e.g. for a printing house) and electronic passes.

  14. When a pass is redeemed, it is recorded as a Pass Redemption transaction on the contact’s statement. If any pass funds remain unused by the expiration date (if applicable), a Wallet Balance Expiration transaction will also appear, showing the value that has expired.

Pass Settings

CIM

Enabling the gift pass as a CIM is essential to ensure that a contact can be identified using their gift pass during integrations. Learn more about CIMs here.

Settings > Contacts & CRM > Contact Identification Mediums.

Enable Hashing

If you want to enhance security with hashed pass codes, enable this option by going to Settings > Financials > Passes and selecting the hashing algorithm. Available algorithms:

  • SHA-1

If you choose to implement pass code hashing, ensure that the hashed pass codes are used for all integrations with CRM.COM.

Landing Pages & Mobile Passes

(Settings > Platform > Contact Facing Essentials > Landing Pages/Mobile Pass Cards)

CRM.COM offers a stand-alone solution for purchasing passes through a Landing Page (for Purchasing a pass), which can be created and managed in the back-end system. Pass recipients can register and redeem their passes on another Landing Page (Register Contact) and can add their pass to Apple Wallet or an Android Wallet Passes app. Refer to the Landing Pages and Mobile Pass Cards manuals for more details.

Reports

Check out the passes-related reports by navigating to Analytics > Reports > Passes.

Reference Material

You may also find it useful to refer to the following manuals for further reading about to Passes.

Passes Integration Guide

https://crmcom.stoplight.io/docs/integrators-hub/branches/main/53i7g8plaod7a-introduction

Contacts

Contacts

CRM.COM Wallet

CRM.COM Wallet

Commerce Pools

Commerce Pools

Finances

Financials

Communications

Communications

Reward Offers

Reward Offers

Product Catalogue

Product Catalogue

Automations

Automations

Landing Pages

Landing Pages

Mobile Pass Cards

Mobile Pass Cards

TABLE OF CONTENTS