How to Launch a Loyalty Programme from Scratch at a Computer Club
How to Launch a Loyalty Programme from Scratch at a Computer Club
Section titled “How to Launch a Loyalty Programme from Scratch at a Computer Club”To lift D90 retention of regulars by 15–25 percentage points and active base AOV by 10–18% within 60 days, launch a three-tier loyalty programme: Silver → Gold → Platinum. Tier thresholds are built from your specific base percentiles (not copied), privileges grow non-linearly — financial bonuses for lower tiers, status and non-material for upper tiers. Configured with three rules in the IZI Automations module; measured through built-in tier analytics.
Why This Matters to an Owner
Section titled “Why This Matters to an Owner”Cashback and top-up bonuses are tactical tools: they work right now but don’t create long-term attachment. A client with 5% cashback will go to a competitor offering 6%. A client with Platinum status at your club can’t leave without losing accumulated capital — that’s the key economic effect of a loyalty programme.
The second effect — value concentration. Platinum clients (10–20% of base) at most clubs generate 35–50% of revenue. A loyalty programme doesn’t create them — it identifies and retains them. Before launching, you often don’t know who your best clients are. After launch — you know exactly.
The third effect — progression as motivation. A Silver client sees: “X amount left until Gold.” That’s a concrete goal for the next quarter. Without a programme, the client has no goal and no progress — just “I come when I feel like it.”
Methodology: Threshold Formula from Percentiles
Section titled “Methodology: Threshold Formula from Percentiles”Thresholds are built from your base, not arbitrary figures:
Silver threshold = everything below median (P50 of 90-day top-ups)Gold threshold = P50 → P80 of 90-day top-upsPlatinum threshold = P80+ of 90-day top-upsWhy percentiles, not fixed amounts: If your AOV is 200 and P50 = 600, Gold starts at 600. If another club has AOV 800 and P50 = 2,400, their Gold starts at 2,400. Both programmes work — just at different scales. Copying another club’s thresholds means 80% of your base gets stuck in Silver (if thresholds are too high) or 80% immediately gets Platinum (if too low).
Non-financial privileges by tier:
| Tier | Bonus % | Bonus expiration | Non-financial |
|---|---|---|---|
| Silver | 5–6% | 60 days | Basic access, welcome |
| Gold | 12–14% | 90 days | Booking priority for zones |
| Platinum | 20–22% | 120 days | Personal seat + closed tournaments |
Key principle for non-financial privileges: for higher tiers, status matters more than money. A Platinum client values recognition and personal service more than 2 extra bonus percentage points. “Your seat {number} is free, as usual” means more to them than 20% vs 22%.
Illustration of Threshold Formula
Section titled “Illustration of Threshold Formula”200-client base, top-up AOV = 300:
Building a 90-day top-up histogram and finding:
- P50 = 600 (half of clients topped up less than 600 in the quarter)
- P80 = 1,500
- P90 = 3,000
| Tier | Threshold (90 days) | Clients | Bonus | Revenue contribution |
|---|---|---|---|---|
| Silver | 0–599 | ~100 (50%) | 5% | ~28% |
| Gold | 600–1,499 | ~60 (30%) | 12% | ~35% |
| Platinum | 1,500+ | ~40 (20%) | 20% | ~37% |
Platinum (20% of base) delivers ~37% of revenue — typical concentration.
Substitute your numbers.
Setup Steps in IZI
Section titled “Setup Steps in IZI”Step 1. Export Base and Find Percentiles
Section titled “Step 1. Export Base and Find Percentiles”Analytics → Clients → export for the last 90 days with “top-up sum” and “visit count” fields. Sort by top-up sum, find the 50th, 80th and 90th percentiles. Record the threshold amounts for each tier.
Step 2. Tag Client Segments
Section titled “Step 2. Tag Client Segments”In IZI CRM Clients section, assign “Silver” / “Gold” / “Platinum” tags to each client based on their 90-day activity. This is the initial manual step — later recalculation will be automated.
Step 3. Create Three Rules in Automations
Section titled “Step 3. Create Three Rules in Automations”Silver:
- Trigger:
BALANCE_TOPPED_UP - Condition:
client_segment == 'Silver' - Action:
ADD_BONUS5% - Expiration: 60 days
Gold:
- Trigger:
BALANCE_TOPPED_UP - Condition:
client_segment == 'Gold' - Action:
ADD_BONUS12% - Expiration: 90 days
Platinum:
- Trigger:
BALANCE_TOPPED_UP - Condition:
client_segment == 'Platinum' - Action:
ADD_BONUS20% - Expiration: 120 days
Three separate rules — three separate rows in Rule breakdown. Financial picture of each tier is visible.
Step 4. Launch Communication at Launch
Section titled “Step 4. Launch Communication at Launch”Mass push to each client with their current status and upgrade condition:
“{client_name}, your status at {club_name} — {level}. To reach {next_level} — {amount_to_next} more in three months. Every top-up counts.”
Without personalisation (name + current status) push open rate drops 30–40%.
Step 5. Configure App Status Display
Section titled “Step 5. Configure App Status Display”In IZI club settings, verify the app shows the client:
- Current tier (Silver / Gold / Platinum)
- Progress to next tier (amount or %)
- Current privileges and bonus %
- Calculation period end date
A progress bar is the key motivational element. Without it, the programme loses half its effect.
Step 6. Configure Quarterly Tier Recalculation
Section titled “Step 6. Configure Quarterly Tier Recalculation”Create a quarterly reminder: recalculate segments from new data, update CRM tags, send status update notifications.
30 days before the end of the calculation period — a warning to clients near tier boundaries: “X amount left to maintain Gold.”
Step 7. Measure After 60 and 90 Days
Section titled “Step 7. Measure After 60 and 90 Days”After 60 days: Rule breakdown — operations distribution by tier. If Platinum < 15% of operations — status isn’t working as a differentiator.
After 90 days: D90 retention by tier via Analytics → Clients. Target values: Silver ≥ 30–40%, Gold ≥ 55–65%, Platinum ≥ 75–85%.
Admin Scripts
Section titled “Admin Scripts”1. First tier mention at a visit
Section titled “1. First tier mention at a visit”“By the way, you’re currently Silver. Every top-up earns 5% in bonuses. To Gold — {amount_to_gold} more in three months, that’s 12%.”
One sentence. Don’t overload with details.
2. Congratulating on Gold upgrade
Section titled “2. Congratulating on Gold upgrade”“You’ve made it to Gold! Now 12% bonus and priority on {zone_name}. Congratulations — that’s top 30% of our clients.”
Percentile (“top 30%”) amplifies the status effect.
3. Warning about possible downgrade
Section titled “3. Warning about possible downgrade”“{days_left} days until end of quarter. If you top up another {amount_needed} — Gold is maintained. Otherwise drops to Silver.”
No pressure, but with specific numbers.
4. Silver client close to Gold
Section titled “4. Silver client close to Gold”“You’re {pct_to_gold}% of the way to Gold — almost there. Top up {amount_to_gold} now and you’ll upgrade immediately.”
5. Platinum client — personal approach
Section titled “5. Platinum client — personal approach”“Hi! Your {zone_name} is free. Anything from the bar?”
No script. Recognition and “no questions” — the main privilege.
How to Measure Uplift
Section titled “How to Measure Uplift”Retention by tier — primary programme metric. Analytics → Clients → segment by tier. D90 retention:
- Silver: target +5–10 pp from baseline
- Gold: target +15–20 pp from baseline
- Platinum: target +20–30 pp from baseline
Upgrade rate — vitality metric: share of Silver clients who moved to Gold in a quarter. Target: 10–15%. If lower — Gold thresholds are too high or privileges aren’t attractive.
Downgrade rate — health metric: share of Gold/Platinum losing status. If > 20% — thresholds are too demanding or the audience is seasonal.
When This Method Doesn’t Work
Section titled “When This Method Doesn’t Work”1. Base < 80 active clients
Section titled “1. Base < 80 active clients”Platinum of 8–10 people is not a status — just a list of acquaintances. Programme works at scale. Build the base first.
2. Gold and Platinum privileges are nearly identical
Section titled “2. Gold and Platinum privileges are nearly identical”If the only difference is bonus percentage (5% → 12% → 20%), the programme is perceived as “just different cashback.” Qualitative differences are needed: priority, personal service, event access.
3. Frequent condition changes
Section titled “3. Frequent condition changes”Changing thresholds or privileges more than once a year destroys trust in the programme. Clients stop planning for status if they know conditions will change. Launch and hold stable for at least 12 months.
4. No mobile app among the base
Section titled “4. No mobile app among the base”Without progress visualisation (app progress bar), the programme loses half its motivational effect. The client must see their status and remaining amount to the next tier without calling the admin.
5. Admins don’t mention statuses
Section titled “5. Admins don’t mention statuses”If the client doesn’t know about their status — the programme doesn’t exist for them. Mandatory script at every visit: “you’re {level}, to {next_level} — {amount}.” Without this, even a correctly configured programme delivers 30% of its potential.
Parameters depend on your AOV, currency and audience. Formulas are frameworks — substitute your numbers.
Related: How to Launch a VIP Programme · How to Raise AOV Through Top-Up Bonuses · How to Win Back Dormant Clients · Winback 30/60/90 · Sell Multipass
Frequently asked questions
What base size makes sense for launching a loyalty programme?
Minimum 80–100 active clients in the last 90 days. With a smaller base, the Platinum tier would be 10–15 people, thresholds would be artificial, and the programme would be just for show. First build the base via newcomer retention and reactivation.
How often should client tiers be recalculated?
Every 90 days — optimal. Monthly recalculation creates instability: a client barely reached Gold and immediately lost it after one weak month. A quarter is a sensible balance between relevance and stability.
Should clients be warned about an upcoming tier downgrade?
Mandatory. 30 days before the end of the calculation period the client should receive a warning: 'X amount left to maintain Gold status.' Downgrade without warning causes irritation and a sense of betrayal.
How is a loyalty programme different from just a top-up bonus?
A top-up bonus is a tactical tool (one-time decision). A loyalty programme is strategic: it creates progression, status and long-term attachment. A client with Platinum status won't leave for a competitor over a 10% discount — they'd lose accumulated capital.
Can you skip Platinum and have just two tiers?
Two tiers (regular / VIP) work, but less effectively. Without the intermediate Gold tier, the client only sees 'I'm regular' or 'I'm VIP' — no growth path. Three tiers create a sense of progression: Silver → Gold → Platinum.
How do you explain the programme to clients without confusion?
One phrase at checkout: 'You're Silver — every top-up earns you 5% in bonuses. Reach {gold_threshold} in three months — you become Gold, that's 12%.' Don't overload with details on first explanation.