Loyalty members likely to lapse before their next reward
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a donut chain with 45 locations. It uses loyalty app points and POS visits for members active in the past year.
- Includes members holding 75% or more of the points for their next reward.
- Includes members now past 1.5 times their usual gap between visits.
- Excludes members who opted out of app notifications and email.
What the data shows
8,700 members qualify. 3,200 used to visit weekly, and their average gap is now three weeks.
What it means
A reminder of the reward they are close to gives these members a reason to return without any extra discount.
What to do
Send the 8,700 a push notification showing how close they are, and follow up by email after a week for anyone who has not visited.
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Why it matters
A member who is close to a reward has a built-in reason to come back, yet many drift away before claiming it. Finding members who are near a reward but visiting less lets you remind them at the right moment, using the reward they already earned.
Frequently asked questions
How do loyalty programs prevent members from lapsing?
Watch each member's visit rhythm and act when it slows. Members close to a reward respond well to a reminder of how near they are, which costs nothing extra. Members far from a reward may need a fresh reason to visit, such as a new menu item.
Why do members lapse before claiming rewards?
Many forget how close they are, or their routine changes and the habit breaks. Points balances sit unnoticed in an app. A timely reminder showing progress toward the reward often restores the habit with very little cost.
What is the best channel for a reward reminder?
Use the channel the member already uses. App push notifications suit active app users, while email or SMS suit members who rarely open the app. Send the reminder soon after they pass their usual visit gap.