---
title: "Retail Loyalty Programs in 2027: What Points Can't Tell You About Why Shoppers Leave"
date: "2026-11-04"
description: "In 2027, retail loyalty programs will be judged less on how many members they sign up and more on whether the retailer knows why members spend less or leave. There are six main types: points, tiered, paid membership, cashback, coalition, and value-based or community programs. The biggest examples are enormous."
keywords: ["retail loyalty programs", "retail loyalty program", "retail loyalty programs 2027", "customer loyalty program examples", "loyalty program ideas"]
author: "Perspective AI Team"
category: "AI Conversations at Scale"
slug: "retail-loyalty-programs-2027"
excerpt: "In 2027, retail loyalty programs will be judged less on how many members they sign up and more on whether the retailer knows why members spend less or leave."
image: "https://getperspective.agency/assets/714e3a90-1b95-4643-981c-6e96506ee078"
tags: ["how-to", "guides", "customer research", "retail loyalty program", "retail loyalty programs", "product management"]
lastModified: "2026-11-04"
definition: "In 2027, retail loyalty programs will be judged less on how many members they sign up and more on whether the retailer knows why members spend less or leave. There are six main types: points, tiered, paid membership, cashback, coalition, and value-based or community programs. The biggest examples are enormous. Costco reported 81.0 million paid members and a 92.3% U.S. and Canada renewal rate at the end of fiscal 2025, and Ulta Beauty says about 95% of its sales come from its 46 million-plus loyalty members. That scale hides a blind spot. Loyalty data is purchase data: it records what a member bought and when, but it can't tell a loyal shopper from a trapped one, and it can't explain why a basket shrinks or moves to a competitor. The fix is a research layer on top of the program: interviews with lapsed members, research on tier changes, and testing a redesign with members before launch. 2026 left behind points inflation, surprise devaluations, and app-only enrollment walls, and we expect 2027 programs to compete on value members can see and on asking members what they think."
faqs: [{"question": "What are the main types of retail loyalty programs?", "answer": "The main types of retail loyalty programs are points, tiered, paid membership, cashback, coalition, and value-based or community programs. Points programs reward each dollar spent, while tiered programs unlock status at spend thresholds. Paid memberships such as Costco and Amazon Prime charge a fee for benefits, and coalition programs share one currency across brands. Most large retailers combine two or three types, such as a free points tier with a paid upgrade."}, {"question": "What is the difference between a loyalty program and a paid membership?", "answer": "A loyalty program rewards purchases after they happen, while a paid membership charges a fee upfront in exchange for ongoing benefits. Free programs earn their keep through repeat visits and customer data. Paid memberships earn fee revenue directly and create a renewal decision every year. That renewal moment is the most useful research trigger in retail, because a member who doesn't renew has actively decided the benefits stopped justifying the cost."}, {"question": "How do you measure retail loyalty program success?", "answer": "You measure retail loyalty program success by comparing what members do with what they would have done without the program, then explaining the gap. Track active members, member share of sales, renewal rate, redemption, purchase frequency, basket size, and tier migration. Then add incrementality testing and member interviews, because transaction metrics show what changed but not why. A program can look healthy on enrollment while its most valuable members quietly lapse."}, {"question": "Why do customers stop using loyalty programs?", "answer": "Customers stop using loyalty programs mainly because the rewards stopped feeling worth the effort, a competitor offered more, or their circumstances changed. Common triggers include devaluations, points expiring, app-only requirements, poor store experiences, and confusing rule changes. Transaction data records only the result, a lapse. Interviewing lapsed members within a few weeks is the most reliable way to tell which reason applies and whether a win-back offer would work."}, {"question": "What questions should a loyalty program survey ask?", "answer": "A loyalty program survey should ask why the member joined, which benefits they actually use, what they would miss if the program ended, and what would make them shop elsewhere. For lapsed members, ask what changed and where they shop now. Avoid dropdown-only answers. Open questions with follow-up probing turn \"prices\" into a specific competitor, product, and comparison, which tells you what to fix."}, {"question": "Are retail loyalty programs worth it in 2027?", "answer": "Retail loyalty programs are worth it in 2027 when they give members value they can see and verify, and when the retailer understands why members stay or leave. Large programs drive most sales at retailers like Ulta Beauty and generate billions in fee revenue at Costco. Programs that rely on points inflation, surprise devaluations, or hard cancellation increasingly risk backlash and regulatory attention instead of building loyalty."}]
---

## TL;DR

In 2027, retail loyalty programs will be judged less on how many members they sign up and more on whether the retailer knows why members spend less or leave. There are six main types: points, tiered, paid membership, cashback, coalition, and value-based or community programs. The biggest examples are enormous. Costco reported 81.0 million paid members and a 92.3% U.S. and Canada renewal rate at the end of fiscal 2025, and Ulta Beauty says about 95% of its sales come from its 46 million-plus loyalty members. That scale hides a blind spot. Loyalty data is purchase data: it records what a member bought and when, but it can't tell a loyal shopper from a trapped one, and it can't explain why a basket shrinks or moves to a competitor. The fix is a research layer on top of the program: interviews with lapsed members, research on tier changes, and testing a redesign with members before launch. 2026 left behind points inflation, surprise devaluations, and app-only enrollment walls, and we expect 2027 programs to compete on value members can see and on asking members what they think.

## What is a retail loyalty program?

A retail loyalty program is a structured system in which a retailer rewards repeat shoppers with points, discounts, status, paid-membership benefits, or exclusive access in exchange for identifying themselves when they buy. Most retail loyalty programs also serve as the retailer's customer data backbone, linking in-store and online transactions to a single member profile.

This guide is for loyalty, CRM, and customer experience leaders at multi-location retailers and e-commerce brands. It covers the program types, the publicly reported examples worth studying, the metrics, and the research that explains what those metrics can't.

## Types of Retail Loyalty Programs

Retail loyalty programs come in six types, and most large retailers now run a hybrid of two or three. The table below shows how each type works, a publicly reported example, where it fits best, and the failure mode to watch for.

| Type | How it works | Retail example | Best for | Common failure mode |
|---|---|---|---|---|
| Points | Members earn points per dollar and redeem them for rewards or dollars off | Ulta Beauty Rewards | High-frequency, replenishment categories | Points inflation: more points per dollar, less value per point |
| Tiered | Annual spend unlocks status levels with better perks | Sephora Beauty Insider (Insider, VIB, Rouge) | Categories with a long tail of heavy spenders | Members who drop a tier feel demoted, not rewarded |
| Paid membership | An annual or monthly fee buys shipping, pricing, or service perks | Costco, Amazon Prime, Target Circle 360 | Retailers whose benefits clearly exceed the fee | Resentment of the fee and friction when cancelling |
| Cashback | A fixed share of spend comes back as store credit | myWalgreens, REI Co-op member reward | Shoppers who want simple, predictable value | Becomes a margin cost that sets no one apart |
| Coalition | One currency is earned across several unrelated brands | Air Miles (Canada), Plenti (U.S., 2015–2018) | Low-frequency retailers that can't sustain a program alone | No brand owns the relationship, and partners exit |
| Value-based / community | Access, experiences, content, or causes instead of discounts | Nike Membership | Brands with a strong identity | Hard to quantify and easy to cut in budget season |

Picking a type is a question about what your best shoppers actually value, and a transaction history can't answer it. A beauty shopper who buys monthly may care most about samples and early access. A household buying bulk groceries cares about price and the fee math. If you're building the business case for a loyalty research program, [the Retail Leader's Guide to AI Customer Experience](/guides/ai-customer-experience-retail) includes an ROI worksheet and a 90-day plan for adding shopper conversations to an existing CX program.

## Customer Loyalty Program Examples in Retail

The best-known retail loyalty programs, at Sephora, Ulta Beauty, Target, Amazon, Costco, and Nike, show each type running at scale. The details below are as publicly reported as of late 2026. Mechanics change often, so check each program's current terms before you benchmark against it.

### Sephora Beauty Insider

Sephora Beauty Insider is a free, tiered program where annual spend sets your status: Insider when you join, VIB at $350 a year, and Rouge at $1,000 a year. Members earn points on purchases and redeem them for products, experiences, or dollars off. Higher tiers get earlier access to Sephora's seasonal Savings Event. Because the thresholds turn the program into a status ladder, tier changes are worth researching: a Rouge member who slips to VIB is telling you something the receipt doesn't.

### Ulta Beauty Rewards

Ulta Beauty Rewards is a points-based program with spend-based tiers. Per Ulta's [fiscal 2025 annual report](https://www.sec.gov/Archives/edgar/data/1403568/000110465926035243/ulta-20260131x10k.htm), it had more than 46 million members, and members accounted for about 95% of total sales. Points stay valid for at least a year and can be redeemed on products and services in stores or online. When 95% of sales come from members, the loyalty file is effectively the customer file. That's powerful for personalization, but "member" no longer separates a devoted shopper from a casual one. Ulta's marketing leadership has [described the program to Glossy](https://www.glossy.co/beauty/ulta-beauty-strategies-inside-ultas-44-million-member-loyalty-program/) as the engine behind nearly every dollar the company takes in.

### Target Circle and Target Circle 360

Target Circle is a free program with more than 100 million members. It sits alongside the Target Circle Card and Target Circle 360, a paid membership launched in 2024. According to [Target's Circle fact sheet](https://corporate.target.com/press/fact-sheet/2025/06/target-circle), free members get automatic deals and birthday rewards. Circle 360 adds unlimited same-day delivery on orders over $35, free two-day shipping, and early access to sales. The three layers let Target move shoppers from free to paid, so a member who cancels or doesn't renew 360 is sending a strong signal.

### Amazon Prime

Amazon Prime is the reference point for paid retail membership. Amazon last disclosed more than 200 million paid members worldwide in 2021. Prime bundles shipping, streaming, and member pricing, which makes its value hard to compare and renewal decisions hard to read from usage data. Prime is also the category's clearest regulatory warning. In September 2025, Amazon agreed to pay [$2.5 billion to settle FTC allegations](https://www.ftc.gov/news-events/news/press-releases/2025/09/ftc-secures-historic-25-billion-settlement-against-amazon) over how Prime enrolled and cancelled members: a $1 billion civil penalty and $1.5 billion in customer refunds. Amazon did not admit wrongdoing.

### Costco Membership

Costco membership is a paid program where the fee is the business model. Costco's [fiscal 2025 10-K](https://www.sec.gov/Archives/edgar/data/909832/000090983225000101/cost-20250831.htm) reports 81.0 million paid members, 145.2 million cardholders, and $5.3 billion in membership fee revenue. That revenue rose 10%, driven by new sign-ups and the 2024 fee increase. Renewal rates were 92.3% in the U.S. and Canada and 89.8% worldwide. On its fourth-quarter call, management attributed a slight dip in renewals to a growing share of online sign-ups, who renew at lower rates. That shows both what loyalty data can do and what it can't. The cohort cut finds where renewals slipped. It doesn't explain why a member who joined online decides the card isn't worth $65.

### Nike Membership

Nike Membership is a free, value-based program that rewards members with access rather than points: member-exclusive products, early access to launches, and training and running content in Nike's apps. Its strength is that members join for identity and access. Its weakness is that, with no points and no fee, there's no obvious number that shows whether members feel rewarded.

### Coalition Programs: Air Miles and Plenti

Coalition programs let shoppers earn one currency across several retailers, and the two best-known North American examples show how fragile the model is. Plenti, a U.S. coalition run by American Express with partners including Macy's and Exxon Mobil, launched in 2015 and shut down in 2018. In Canada, Air Miles dropped a plan to expire miles in late 2016 after member backlash. Its operator entered creditor protection in 2023, and BMO then acquired the program. When no single brand owns the relationship, no single brand hears why members drift away.

## How to Measure Whether a Retail Loyalty Program Is Working

A retail loyalty program is working when members spend more, more often, and more profitably than they would without it. Standard loyalty metrics only cover the "more often" part. Enrollment, redemption, and renewal tell you what happened. They don't tell you whether the program caused it or why members behaved as they did. The table separates the two.

| Metric | What loyalty data shows | What it can't tell you | How to find out |
|---|---|---|---|
| Active members | How many members transacted in a period | Whether they joined only for a one-time sign-up discount | Ask new members why they joined |
| Member share of sales | How much revenue runs through the program | Whether members would have bought anyway | Holdout tests plus member interviews |
| Renewal rate (paid programs) | Who renewed and which cohorts slipped | Why a cohort decided the fee isn't worth it | Interview non-renewers within 30 days |
| Redemption rate | How many points get used | Whether points influenced the purchase at all | Ask what members would do without rewards |
| Purchase frequency and basket size | That a member's basket is shrinking | Where the missing spend went | Brand-switching interviews |
| Tier migration | Who moved up or down a tier | Whether a downgrade was a life change, a price issue, or a competitor | Tier-change research |
| Member NPS or CSAT | A sentiment score | The reason behind the score | Follow-up questions answered in the member's own words |

Retention is worth measuring properly. Bain & Company's Frederick Reichheld found that a 5% increase in customer retention can raise profits by 25% to 95%, as summarized in [Harvard Business Review](https://hbr.org/2014/10/the-value-of-keeping-the-right-customers). For the repeat-purchase math behind that, see [Ecommerce Customer Lifetime Value: Measuring and Lifting Repeat-Purchase LTV](/blog/ecommerce-customer-lifetime-value-measuring-and-lifting-repeat-purchase-ltv).

### Loyal Shoppers vs. Trapped Shoppers

Loyalty data can't tell a loyal shopper from a trapped one, because both leave the same repeat-purchase record. Marketing researchers Alan Dick and Kunal Basu called this "spurious loyalty" in a [1994 paper in the Journal of the Academy of Marketing Science](https://doi.org/10.1177/0092070394222001). It means frequent repeat buying paired with a weak preference for the brand over its rivals, driven by convenience, habit, or switching costs rather than real attachment. Points balances and annual fees are switching costs. A member with unredeemed rewards or a prepaid membership may keep shopping out of sunk cost, then leave the day a competitor matches the perk. Your data shows that member as loyal right up until they're gone. The same gap shows up between satisfaction and loyalty, as covered in [Customer Satisfaction vs Customer Loyalty: Why Satisfied Customers Still Leave](/blog/customer-satisfaction-vs-customer-loyalty-why-satisfied-customers-still-leave).

## Why Do Shoppers Leave Customer Loyalty Programs?

Shoppers leave customer loyalty programs because the value stopped feeling worth the effort, a competitor gave them a better reason to switch, or their own lives changed. The transaction record looks the same in all three cases. In practice, the reasons fall into six recurring patterns:

1. **Value erosion.** A devaluation, a higher redemption threshold, or perks that quietly disappear.
2. **Effort.** App-only earning, points that expire, or a checkout flow that makes identifying yourself a chore.
3. **Competitor pull.** A better paid membership, a closer store, or faster delivery somewhere else. This is classic brand switching.
4. **Experience failures unrelated to the program.** Out-of-stocks, slow service, or a bad return that rewards can't make up for.
5. **Life changes.** A move, a new household, a tighter budget, or kids aging out of a category.
6. **Broken trust.** Surprise rule changes, or a cancellation process that feels like a trap.

You find out which pattern applies by asking members soon after the change, in their own words. A loyalty survey with a "Why did you shop with us less?" dropdown mostly gets back "prices," and that answer can't separate a competitor's price match from a tighter household budget. A [loyalty program survey](/templates/loyalty-program-survey) built as a conversation can follow up with "compared to where?" and "on which products?", and those answers are what make the result usable. [Shopper Insights in 2026: How Retailers Get the Why Behind the Basket](/blog/shopper-insights-2026-the-why-behind-the-basket) covers this research method in more depth. Perspective AI's work with [retail and e-commerce teams](/industries/retail) is built on the same premise: the reason behind a lapse is in the shopper's words, not the SKU history.

## Loyalty Program Ideas: Three Research Plays for Retailers

The best loyalty program ideas for 2027 aren't new perks. They're research plays that show which perks matter. Run them at three moments: when a member lapses, when a member changes tier, and before you redesign the program.

| Play | Trigger | Who to talk to | Core question | Decision it informs |
|---|---|---|---|---|
| Lapsed-member interviews | No purchase in roughly twice the member's usual cycle | Members who were active, then went quiet | "What changed?" | Win-back offers, fixes to the experience |
| Tier-change research | A member moves down (or up) a tier, or doesn't renew | Recent downgrades, upgrades, and cancellations | "What did the status mean to you?" | Tier thresholds and benefits |
| Redesign testing | Before any change to earning, burning, tiers, or fees | Members across tiers, especially heavy redeemers | "How would this change where you shop?" | Whether to launch, revise, or drop the change |

### Play 1: Lapsed-Member Interviews

Lapsed-member interviews ask shoppers who stopped buying what changed, and they work best within weeks of the lapse, not months. Define "lapsed" by your category's purchase cycle. A 90-day gap is a lapse for beauty replenishment but normal for outerwear. Ask three things: what changed, where they're buying instead, and what would bring them back. When the answer is vague, probe further. The [lapsed shopper win-back interview](/templates/lapsed-shopper-winback) and [brand-switching research](/templates/brand-switching-research) templates are ready-made starting points.

- **Why it matters:** Lapse reasons sorted by tier, channel, and region show you whether you have a program problem, an experience problem, or a competitor problem.
- **Pro tip:** Invite lapsed members through the channel they last used, so in-store members aren't reached only by app push.
- **Common mistake:** Putting a discount in the same message as the invitation. It skews answers toward price and teaches members to lapse for a coupon.

For the broader retention picture, see [Ecommerce Customer Retention: Turning One-Time Buyers into Repeat Customers](/blog/ecommerce-customer-retention-turning-one-time-buyers-into-repeat-customers).

### Play 2: Tier-Change Research

Tier-change research interviews members who just moved down or up a tier to learn what the status meant to them. Downgrades are the high-signal group. Did the member deliberately move spend elsewhere, or not realize they were close to the threshold? Did the lost perks matter, or were they never used? Upgrades are worth studying too: did the member push to cross the threshold, or cross it by accident? For paid tiers, a non-renewal or a downgrade from a premium level is the same moment, and a [subscription cancellation survey](/templates/subscription-cancellation-survey) can catch it before the member leaves entirely. The [loyalty tier survey](/templates/loyalty-tier-survey) template covers both directions.

- **Why it matters:** Tier thresholds are usually set by finance models. Tier-change research tells you whether members experience them as goals, irrelevant, or a penalty.
- **Common mistake:** Studying only your top tier. The middle tier is usually where status is most fragile and most likely to drive behavior.

### Play 3: Testing a Loyalty Program Redesign With Members Before Launch

Testing a redesign with members before launch catches devaluation backlash while the change is still a slide, not a social media storm. Describe the proposed change in plain language, including what gets better and what gets worse. Then put it in front of members across tiers, especially the heavy redeemers who stand to lose the most. Ask how they'd react, then probe on whether it would change where they shop. If you need a structure, the [Retail Leader's Guide to AI Customer Experience](/guides/ai-customer-experience-retail) includes ready-to-run plays and a 90-day plan for exactly this kind of member research.

Running all three plays continuously used to mean a research team on permanent loan. Perspective AI's [AI interviewer agents](/agents/interviewer) run these conversations in text or voice, in 57 languages with automatic language detection. They follow up on vague answers ("it just wasn't worth it anymore") until the real reason comes out. Magic Summary reports and quote extraction turn hundreds of member conversations into themes and verbatims a loyalty committee can act on. Interviews can be embedded in the app, an email, or a post-purchase page as inline, popup, slider, or chat. With the Perspective MCP, a loyalty analyst can search and analyze member conversations directly from Claude or another AI assistant.

## Retail Loyalty Programs in 2027: Projections and What 2026 Left Behind

Retail loyalty programs in 2027 are likely to compete on value members can see and verify rather than on point volume. The practices of 2024 to 2026 drew both regulatory scrutiny and member backlash. The projections below are ours, and each is grounded in evidence from 2025 and 2026.

### What 2026 Left Behind

The loyalty practices losing credibility going into 2027 share a theme: they raised a metric while lowering the value members actually felt.

- **Points inflation.** Programs raised headline earn rates while also raising redemption thresholds, so members collected more points that bought less. Members notice the arithmetic eventually, and the trust cost lasts longer than the margin gain.
- **Surprise devaluations.** Restructures announced with little notice have repeatedly triggered public backlash, in retail and beyond. The restaurant side of this story is covered in [Restaurant Loyalty Programs in 2027: Types, Examples, and Why Members Quietly Stop Coming](/blog/restaurant-loyalty-programs-2027).
- **Hard-to-leave paid memberships.** The FTC's Amazon settlement made enrollment and cancellation design a legal issue, not just a UX one. A federal appeals court vacated the FTC's broader "click-to-cancel" rule in July 2025, but enforcement under existing law clearly continues.
- **App-only enrollment walls.** Requiring an app download to earn rewards leaves out store shoppers who won't install one, and it hides why they never joined.

### What We Expect in 2027

These are projections, not reported facts. Each one extends a trend that's already visible.

1. **Paid tiers keep growing, and research on non-renewals becomes standard.** McKinsey's 2020 survey of U.S. consumers found that [paid loyalty program members were 60% more likely](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/coping-with-the-big-switch-how-paid-loyalty-programs-can-help-bring-consumers-back-to-your-brand) to spend more with the brand after subscribing, compared with 30% for free programs. Costco's 10% growth in fee revenue points the same way. We expect more retailers to add paid tiers and to treat every non-renewal as a research trigger.
2. **Program changes get tested with members before launch.** Given the backlash cycles and the regulatory attention, we expect testing a redesign with members ahead of time to become routine at large retailers rather than optional.
3. **Conversation replaces the preference form.** Long "tell us about yourself" profile forms collect little that members keep updated. We expect programs to collect stated preferences through short conversations at natural moments instead.
4. **Loyalty and CX measurement merge.** Since the program sees almost every transaction, we expect loyalty teams to sit closer to CX teams and to read member interviews alongside transaction dashboards. Banks face a similar shift, covered in [Bank and Credit Union Loyalty Programs in 2027: What Keeps Customers Beyond the Rewards](/blog/bank-credit-union-loyalty-programs-2027).

## Frequently Asked Questions

### What are the main types of retail loyalty programs?

The main types of retail loyalty programs are points, tiered, paid membership, cashback, coalition, and value-based or community programs. Points programs reward each dollar spent, while tiered programs unlock status at spend thresholds. Paid memberships such as Costco and Amazon Prime charge a fee for benefits, and coalition programs share one currency across brands. Most large retailers combine two or three types, such as a free points tier with a paid upgrade.

### What is the difference between a loyalty program and a paid membership?

A loyalty program rewards purchases after they happen, while a paid membership charges a fee upfront in exchange for ongoing benefits. Free programs earn their keep through repeat visits and customer data. Paid memberships earn fee revenue directly and create a renewal decision every year. That renewal moment is the most useful research trigger in retail, because a member who doesn't renew has actively decided the benefits stopped justifying the cost.

### How do you measure retail loyalty program success?

You measure retail loyalty program success by comparing what members do with what they would have done without the program, then explaining the gap. Track active members, member share of sales, renewal rate, redemption, purchase frequency, basket size, and tier migration. Then add incrementality testing and member interviews, because transaction metrics show what changed but not why. A program can look healthy on enrollment while its most valuable members quietly lapse.

### Why do customers stop using loyalty programs?

Customers stop using loyalty programs mainly because the rewards stopped feeling worth the effort, a competitor offered more, or their circumstances changed. Common triggers include devaluations, points expiring, app-only requirements, poor store experiences, and confusing rule changes. Transaction data records only the result, a lapse. Interviewing lapsed members within a few weeks is the most reliable way to tell which reason applies and whether a win-back offer would work.

### What questions should a loyalty program survey ask?

A loyalty program survey should ask why the member joined, which benefits they actually use, what they would miss if the program ended, and what would make them shop elsewhere. For lapsed members, ask what changed and where they shop now. Avoid dropdown-only answers. Open questions with follow-up probing turn "prices" into a specific competitor, product, and comparison, which tells you what to fix.

### Are retail loyalty programs worth it in 2027?

Retail loyalty programs are worth it in 2027 when they give members value they can see and verify, and when the retailer understands why members stay or leave. Large programs drive most sales at retailers like Ulta Beauty and generate billions in fee revenue at Costco. Programs that rely on points inflation, surprise devaluations, or hard cancellation increasingly risk backlash and regulatory attention instead of building loyalty.

## Conclusion: Retail Loyalty Programs Need to Hear Why Members Leave

Retail loyalty programs in 2027 will still run on points, tiers, fees, and access, but the programs that win will be the ones that understand their own members. The examples in this guide show the scale, from Costco's 81 million paid members to Ulta's 95% member share of sales. They also show the limit: purchase data can't separate a loyal shopper from a trapped one, and it can't explain where a shrinking basket went. Lapsed-member interviews, tier-change research, and testing a redesign with members before launch close that gap.

Start with one play. Pick last quarter's lapsed members, launch a [lapsed shopper win-back interview](/templates/lapsed-shopper-winback) with Perspective AI, and read the first fifty conversations before you plan the next promotion. If your loyalty program sits with marketing, see how Perspective is [built for marketing teams](/roles/marketing-teams). For the full playbook, including the ROI worksheet, the 90-day plan, and ready-to-run retail plays, download [the Retail Leader's Guide to AI Customer Experience](/guides/ai-customer-experience-retail).