Loyalty – Reporting and Dashboard

The loyalty dashboard (Marketing → Loyalty → Overview) is where you see if the program works. This article walks through the KPIs, what good looks like, and how to act on weak numbers.

Open the dashboard

Marketing → Loyalty → Overview

It loads real-time data on members, transaction history, tiers, and customers. Numbers update on page load – no cached values.

Key metrics (KPI cards up top)

1. Active members

Definition: Members with recent activity in the last 90 days.

Interpretation:

• Small (< 5 % of guest base) = few guests link automatically. Verify customers get created (via SMS receipt or booking)
• Mid (5–20 %) = typical for a newly launched program
• High (30 %+) = mature adoption, good job

Action if low: Train staff to ask for phone numbers at payment, or enable SMS receipt as default.

2. Average balance per member

Definition: Sum of all member point balances / number of members.

Interpretation:

• Small = either low engagement or high redemption (check next KPI)
• Large = guests earn but don't redeem – risk of expiry
• Ideal: mid to large with active redemption

3. Redemption rate

Definition: Points redeemed / points earned, last 90 days.

Interpretation:

• < 10 % = weak redemption, guests don't understand value or don't see the sidebar
• 10–30 % = typical for a program in its chronic phase
• 30–50 % = great – guests see the program as relevant

• 70 % = risk of "paying out" too much (check if 1 pt/kr is too generous)

Action if low:

• Train staff to ask in POS: "Want to redeem your points?"
• Enable automations reminding about balance during inactivity
• Add visible info on receipts

4. Tier distribution (pie chart)

Definition: Share of members per tier.

Interpretation:

• 80 % Silver, 15 % Gold, 5 % Platinum = healthy pyramid
• 80 % Gold = thresholds too low, Gold feels "easy" and thus not special
• 50 % no tier = your entry tier threshold is too high (set to 0 SEK!)

Action: Adjust the threshold per tier. Big jumps = higher tiers feel more special.

5. Average 12m spend per tier

Definition: Mean 12-month spend per tier.

Interpretation:

• Silver: 500–3,000 SEK typical
• Gold: 5,000–15,000 SEK
• Platinum: 20,000+ SEK

Action: If Gold average is 18,000 SEK but Platinum threshold is 25,000 SEK – consider lowering to 20,000 so more qualify. Improves motivation.

Deeper: Time-series charts

Earning vs redemption over time

A line chart with two lines:

• Blue: Points earned per day/week
• Green: Points redeemed per day/week

Good pattern: Lines track each other, green slightly lagging blue.

Bad pattern: Blue far above green → points pile up. Expiry risk. If the gap grows over time → communicate redemption better.

New members per week

Line chart of auto-enrollments per week.

Good pattern: Steady or growing. Stability = customers link consistently in POS/booking.

Bad pattern: Sudden drop → something broke (e.g. SMS receipt toggled off). Investigate.

Top 10 members

List of 10 members with highest 12m spend. Shows:

• Name
• Tier
• 12m spend
• Current balance
• Last visit

Use to:

• Identify VIPs deserving personal attention
• Spot guests close to downgrade (last visit long ago)

Filters and export

Filters:

• Date range (7/30/90 days, custom)
• Specific tier

Export:

• CSV of all data in view
• Import into Excel/Google Sheets for further analysis

Insights (AI-generated, with Analytics++ module)

If the restaurant has Analytics++ the insights panel shows:

• "Your redemption rate has dropped 15 % in the last month"
• "3 Platinum members haven't visited in 60+ days – win-back campaign recommended"
• "You lost 14 Gold members to Silver in the nightly refresh"

Click an insight to open the relevant member group or suggested campaign.

Export for the accountant

Loyalty balance is not a recorded liability in Swedish GAAP (it's a future discount, not a payment obligation). But for internal reconciliation you can export:

• Total outstanding balance per restaurant
• Last earned and redeemed per month
• Ledger for specific members

See article "Loyalty points – accounting" in the bokforing KB for full accounting treatment.

Next steps

When reading the dashboard:

1. Daily: Quick glance – is inflow and activity ok?
2. Weekly: Redemption rate + tier distribution – trends
3. Monthly: Deeper analysis – top 10, campaign effect, adjust tiers if needed

Tip: Set a monthly calendar reminder for "Loyalty review" – it's the difference between a program that merely exists and one that actively drives revenue.