What constitutes a Loyalty event?

A Loyalty event encompasses any activity that results in a change to a member's rewards allocation, making it pivotal in the context of loyalty programs. This definition includes a wide range of events such as earning points through purchases, redeeming rewards, adjusting points based on behavior or engagement, and other activities that directly impact the balance or status of a member's rewards. By this definition, it is clear that acknowledging a variety of interactions beyond mere transactions or sign-up events is essential to fully capture the dynamics of a member's loyalty experience.

The significance of classifying these events broadly allows for a comprehensive view of the member journey, ensuring that all activities that influence loyalty rewards are tracked and utilized to enhance program effectiveness. It reflects an understanding that loyalty is driven by ongoing engagement and that every interaction matters.

In contrast, limiting the definition to only member sign-up activities, point expiry and transactions, or processing of manual adjustments would fail to recognize many critical interactions that can positively or negatively impact member engagement and satisfaction within a loyalty program.