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The KPIs that matter in loyalty: visits, active customers, reviews, rewards

A loyalty programme should be run on four figures, not forty. What the Lecy back office measures, why the data is reliable, and what to do with it, shop by shop.

The trouble with dashboards is that they reassure without enlightening. In loyalty, four indicators are enough to steer by, provided they are accurate. And that is where proof of presence changes everything: when every visit counted is a visit proven by an NFC tap, the figures finally mean something.

The four figures

  • Visits: the volume of taps, by point of sale and by period. It is the raw measure of loyal traffic, not declared, not estimated: observed.
  • Active customers: how many members have come back recently. It is the programme's health indicator: a base that grows but sleeps is worth nothing; an active base predicts recurring revenue.
  • Google reviews: the flow of reviews generated by the programme. It is the bridge between loyalty and acquisition: every review works on the Business Profile to bring in new customers.
  • Rewards handed out: the programme's real cost, in full view. Crossed with visits, it gives the yield: how many visits each reward given generates.
Everything can be viewed by period and, for networks, by point of sale: the gaps between shops leap out, and become decisions, adjusting a threshold, spreading a good practice, or going to see what is happening in the shop that is falling behind.

What these figures let you adjust

The programme's terms are not set in stone: reward threshold, points expiry, minimum delay between two points, Google review bonus, everything is adjusted in the back office, and the KPIs show the effect of each setting. A threshold that is too high shows up in customers stalling before the reward; one that is too low, in the cost per visit. Running the programme becomes a short loop: set, observe, adjust.

Loyalty is not a matter of faith. Properly measured, it is one of the few investments a shop can make whose return can be read every week, in four lines.

The author

Badr El Moujtahid is the founder of Lecy and runs NFGO SAS, its publisher. Before Lecy, years at Cartier (Richemont group), in supply chain and digital transformation. Read more.

311 words · published on 21 October 2025

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