A customer does not announce that they have stopped coming. They simply come less, then not at all, and by the time you notice, the shop they go to instead has become the habit. The whole value of a loyalty card is that it makes that slide visible while it is still a slide.
This page covers the two windows Fideliya draws, the tool it gives you to act on them, what to send and in what order, and one figure from production with its sample size attached. It carries no response rate, because nobody has measured one for this channel and this page is not going to be the first to make one up.
The two windows the product actually draws
Fideliya measures a customer on their last visit, or on the day they enrolled if they have never been scanned at all. That single expression produces four bands.
| Band | Days since last seen | What it means |
|---|---|---|
| Active | 0 to 7, and a real visit is required | Still in the habit |
| Cooling | 8 to 14 | The first slip worth noticing |
| At risk | 15 to 29 | The habit is breaking |
| Drifting | 30 or more | Out of the active window entirely |
Two of those lines are the ones you will actually work with. The dashboard surfaces the 8-day cut as a named list, headed "Not in for 8+ days", with each person's last visit beside them. The 30-day cut is the one the messaging tool uses: it is the same window that decides whether a customer counts as present anywhere in the product.
One caution the product documents about itself, and which matters if you ever count the bands: they do not add up to your roster. Someone who enrolled four days ago and has not scanned yet belongs to no band at all, because the active band is the one that insists a visit actually happened. That is the correct behaviour and it is why the totals will not tie out.
The tool: a message on the lock screen, aimed at one of three audiences
A Fideliya broadcast is a short message that lands on the lock screen of a phone holding your card, the way a wallet notification does, with no app in between and nothing for the customer to have installed. You write it for one loyalty card, and you choose who gets it.
- Everyone. All active, subscribed holders of that card.
- Active. Customers seen in the last 30 days.
- Inactive. Customers not seen for over 30 days.
The third of those is the win-back audience, and the composer shows you how many people it will reach before you send. You can also address a message to named individuals rather than a band, which is the right shape when the 8-day list is short and personal.
The allowance is part of the design rather than an afterthought. Fideliya includes 1 broadcast a month on Free, 3 on Pro and 10 on Enterprise, with top-up packs for a month that needs more. A message is capped at 150 characters, and immediate sends are limited to one an hour, with a scheduled send exempt from that clock. Those limits exist because a lock screen is the most intimate surface a small business gets to write on, and the fastest way to lose it is to use it weekly. The full plan split is on the pricing page.
What the product will not tell you, and one thing it cannot do
Fideliya records that Apple and Google accepted your broadcast. That is all a successful send proves, and the product uses the word accepted rather than delivered for exactly that reason. There is no read receipt in the wallet pass channel: no delivery webhook, no open event, nothing that observes a human eye. So there is no open rate here, there will not be one, and a vendor quoting you a wallet push open rate is quoting a number nobody can have.
The second concession is a gap rather than a limit. There is no automatic re-engagement send. Fideliya will not notice on your behalf that someone has gone quiet for 21 days and write to them; the sender that would have done that was removed and nothing in the product can trigger one. Every win-back message is a person looking at a list and deciding. Whether that is a weakness or the reason the channel still works is a fair argument, and the honest thing is to say which one it is.
There is a third thing worth knowing before you compare two numbers on two screens. The 8-day dashboard list and the Inactive broadcast audience are not the same people, and not only because of the 8 against 30. The audience also drops anyone who unsubscribed from broadcasts and anyone whose pass is no longer active, which the dashboard list does not. Expect the audience count to be the smaller of the two, and treat that as correct rather than as a discrepancy.
What we see in Fideliya's own data
Measured on 4 September 2026 across external accounts: of the 186 card holders who had ever been scanned at least once, 66 of them, 35%, had been quiet for 30 days or more. One restaurant accounts for 213 of the 255 cards in that sample, so this is one business's retention curve wearing a platform's clothes rather than a market rate, and it should be read as a single case with its n attached.
What it is useful for is scale, not benchmark. Roughly a third of a small business's card holders sitting outside the active window is not a crisis and not a failure of the program; it is the ordinary shape of a customer base, and it is the reason a win-back audience is worth having as a first-class thing rather than a spreadsheet you export.
What to send, in what order
The order matters more than the wording. Each step below is cheaper than the one after it, and most of the return comes from the first two.
- Start with the 8-day list, one message at a time, by name. These people have not decided anything yet. A short specific line to twelve individuals beats a broadcast to four hundred, and it costs you no allowance you were saving.
- Say how close they are, not how much you miss them. Most cards in the wild sit mid-progress. "Two more visits and your next one is on us" is information the customer can act on today. "We have not seen you in a while" is a feeling they now have to do something with.
- Give the message one reason to exist. One offer, one deadline, or one fact. A broadcast holds 150 characters, which is enough for one of those three and not enough for two.
- Then use the Inactive audience once, deliberately, with something new. These are the people quiet for over a month. They have already ignored the ordinary version of your business, so send them the thing that changed: the new hours, the new item, the thing on the counter this week.
- Do not send the same message twice. Nothing in the product stops you, and the second send is the one that gets the card deleted. If the first did not work, the answer is a different offer, not the same offer louder.
- Watch scans, not sends. The measurement is whether the 8-day list is shorter next week and whether those names reappear in the activity feed. That is observable; the open rate is not.
One thing not to build into the plan: a birthday message. Fideliya does not hold a date of birth, so anything dated has to come from your own counter and your own notes. Where the automation genuinely exists and where it does not is set out on 20 loyalty campaign ideas, and what to measure afterwards is on the seven numbers a loyalty program should report.
The cheaper version of this page
Every win-back message is a repair of something that could have been prevented at the counter, and the prevention is duller than the repair. A goal set within reach of the actual visit rhythm produces fewer drifters than a goal set at a round number nobody chose. A card added at the till, in front of a member of staff who explains it, produces fewer of them than a QR code on a poster.
The 8-day list is the honest way to tell which of those you have. If it fills with people who visited three or four times and then stopped, the program is working and the offer is too far away. If it fills with people who joined and scanned once, the program never started, and no broadcast fixes that. Choosing the mechanic that matches your rhythm is covered on points or stamps.
Sources
The band definitions, the 30-day presence window, the three broadcast audiences and their hint text, the monthly allowance, the character cap and the send interval are all read from this product's own source and message catalogue on 5 September 2026, each cited to its file in the source note on this article. The statement that Fideliya records acceptance rather than delivery comes from the notification outcome module, whose header records the production measurement behind it. The retention figure is Fideliya production data measured on 4 September 2026 with its sample size and concentration caveat stated beside it. This page quotes no third-party statistic and makes no claim about how many people respond to a win-back message, because that has not been measured here and cannot be observed through this channel.
Fideliya is wallet-native loyalty program software for small businesses. Customers add a stamp or points card to Apple Wallet or Google Wallet in one tap, with no app to download and no account to create. Fideliya runs stamps, points, gift cards and referrals on one platform in English, French, Spanish and Arabic with full right-to-left support, and the free plan issues a real wallet pass for up to 20 customers. What the messaging surface does is described on the broadcasts page, and the plans are on the pricing page.