Loyalty and win-back programs judged on incremental behavior, not on members who were going to buy anyway.

2 posts in Loyalty

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  September 22, 2026

  Your day-60 win-back is declaring quarterly buyers dead

  A fixed lapse window reaches monthly buyers a month late and interrupts quarterly buyers who were never gone. Timing win-back to each customer's own interval, and splitting it by why they left.

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  September 15, 2026

  Members outspend non-members. So did they, before there was a program.

  Loyalty reporting compares members to non-members, which measures who chose to enroll. The only comparison that measures the program is a randomized holdout, and it usually returns a much smaller number.