Dispensary customer segment · Loyalty and rewards
Unredeemed dispensary loyalty points: turn them into visits
Unused points are reasons to visit you already paid for
The Never Redeemed Reward segment in Sticky Cards includes every dispensary customer who has never redeemed loyalty points.
Members sitting on a balance they have never touched. The reason to come back is already on their card.
What is the Never Redeemed Reward segment?
Everyone here has never redeemed loyalty points. In most stores this is a much larger group than the members who have.
That is a quiet problem. A member who never redeems has no evidence the points mean anything, so the card in their wallet is decoration rather than a reason to choose you. The programme is costing you the points liability without buying you the loyalty.
It is also the easiest fix on this page, because you are not offering anything new. The value is already sitting on their card. All that is missing is that they know about it and know how to use it, and both of those are one message.
How Sticky Cards builds this segment
- Category
- Loyalty and rewards
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Loyalty & Rewards
Push carries this well and costs nothing, which matters because this message is worth repeating. Check the Loyalty row against the balances: where a member has points and no working card on their phone, that is the thing to fix first, because the reminder has nowhere to land.
What should a dispensary send to members who have never redeemed?
The balance reminderPush
The core message. You are not offering a discount, you are telling them about value they already have, which is a better argument and a cheaper one.
The how-it-works explainerEmail
A lot of non-redemption is confusion rather than indifference. Room to say plainly what the points are worth and what happens at the counter.
The first-redemption nudgeSMS
Worth the credits, because the first redemption is what changes a member’s behaviour. After that the programme sells itself.
The lapsed-member catchEmail and Push
Cross with the absent lists. A balance is the strongest win-back argument you have and it costs you nothing to mention.
Ideas to try
The balance play
Build it in Play Designer so a push goes out when a member crosses the threshold for their first reward. That moment is when the message is most useful and least likely to be ignored.
Sample subject line
You have enough for your first reward
The win-back with a balance
Cross this segment with No purchase in 60+ days. You are telling a lapsed customer they have something waiting, which beats a discount and costs you nothing extra.
Sample text
There is a balance sitting on your card you have not used yet. Show it at the counter any time. Reply STOP to end.
The counter question
Not a send. Have staff ask members whether they want to use their points. A lot of non-redemption is people not knowing they can, and the counter answers that faster than any campaign.
Sample subject line
No subject line: this one is a question at the till
The catalogue check
If this segment is very large next to Recently Redeemed Reward, the problem may be the rewards rather than the reminders. Nobody saves for something they do not want.
Sample subject line
No subject line: this one is an afternoon with your reward list
Related segments to pair it with
- Recently Redeemed RewardThe opposite group. The size difference between the two is your redemption problem in one number.
- No purchase in 60+ daysCross them for lapsed members holding a balance. The best win-back audience in your account, because the reason to return is already theirs.
- Has No LoyaltyDon’t send toSet this as your exclusion on anything about balances. Someone not on the programme has no points, and a message about their balance is confusing rather than tempting.
What to measure
The ratio between this segment and Recently Redeemed Reward, tracked over time. It is the clearest statement of whether your programme is doing anything, and it should be moving. Then watch what first-time redeemers do afterwards: if their return rate jumps, you have the argument for spending more effort here.
Questions we get
Why do members never redeem?
Usually because they do not know what they have, or they are not sure what happens at the counter. Sometimes because the rewards are not worth saving for. The first two are fixed with a message; the third means changing the rewards.
Is a large unredeemed balance a good thing?
No. Points nobody spends are a liability that has bought you nothing. A redemption is the moment a member learns the programme is real, and that is what you are actually paying for.
What is the single best message here?
That they have enough for a reward right now. It costs you nothing to say, it is true, and it gives someone a reason to visit that no discount can match.
See this segment running on your own customers
We connect your POS, build the list from your own orders, and walk you through the first campaign on it.
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