Loyalty apps with tens of thousands of sign-ups but a tiny active share. Most customers stop opening the app once the welcome reward expires.
A dormant-base reactivation playbook: segment by visit pattern, choose the right channel, and measure visit-rate lift.
- Tens of thousands
- Reachable base
- 10%
- Typical active share
- Push · WhatsApp · SMS
- Channels
The pattern
A multi-brand restaurant group rolls out a loyalty app and accumulates tens of thousands of sign-ups across its locations. Only one in ten of those customers stays active. The rest open the app once for the welcome reward and never return. Meanwhile the group keeps investing in new openings and paid acquisition, while a large dormant base sits ignored.
How YAQEEN would approach it
YAQEEN segments the dormant ninety percent by historical visit frequency, average ticket, preferred locations, and time-of-day patterns. Each segment gets a different reactivation message: lunch-only customers get weekend-evening offers; family diners get bring-the-kids promotions; high-value but lapsed regulars get a personal “we missed you” note with a credited starter. All campaigns route through push, WhatsApp, or SMS depending on which channel the customer last engaged with.
How success would be measured
Each segment is split into a campaigned group and a no-message control. We measure visit rate and revenue per customer over 60 days. Attribution requires a redeemed offer or a visit within 30 days of the message.
Where this generalises
The same pattern repeats across grocery, coffee chains, retail pharmacy, and entertainment venues: large dormant loyalty base, location and time-of-day variance, multiple delivery channels. The same scaffolding fits the whole category.
Engagement model available on request.