Leveraging customer loyalty data to deliver highly effective promotions is one of the benefits a loyalty program brings to any marketing team. Motivating a customer to come back for a visit after a period of dormancy, also known as winning a customer back, is the first step toward compelling future frequent-visit behavior. 

Win-back campaigns typically compel between 10% and 20% of lapsed members to visit at least one time during the promotional period. In one case, we found that members returning to redeem the....

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