Spot a customer drifting while it is still a drift, and one specific message can bring them back. A loyalty card makes that slide visible: Fideliya names everyone due back and lets you message exactly them.
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. This page covers the line Fideliya draws, the tool it gives you to act on it, what to send and in what order, and one figure from production with its sample size attached. It carries no response rate, because none has been measured for this channel.
When does a customer count as lapsed?
Fideliya measures a customer on their last visit, or on the day they enrolled if they have never been scanned at all. One line does the work: 30 days. On Pro, the Analytics page sorts your customers around it into four groups.
| Group | Days since last seen | What it means |
|---|---|---|
| New | Joined in the last 30 | Too early to judge |
| Regulars | In within 30, joined before that | Still in the habit |
| Due back | 30 or more | Out of the habit, still holding your card |
| Lost | 90 or more, part of Due back | A long silence that only something new will break |
Due back is the one you will work with, and it is on every plan. The Overview counts everyone past the 30-day line, names them, and puts Send them a message one tap away; the Customers page’s Inactive filter opens the same people with their records, and each customer’s page shows where they stand and their next step. The messaging tool draws its audiences at the same 30 days, because it is the window that decides whether a customer counts as present anywhere in the product.
One thing to know before you read the list: Due back includes anyone who joined more than 30 days ago and has never come in. They belong there, and they are a different problem from a regular who stopped, which the sections below come back to.
Reach them on the lock screen, with the audience you choose
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 an audience, which is the right shape when the people you want are few and you know them.
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.
How do I know a win-back message worked?
Fideliya records that Apple and Google accepted your broadcast, the precise state for the wallet pass channel. The proof that it worked is in your visits: a shorter Due back next month, and scans from those names reappearing.
Every win-back message is yours: you pick who gets it and when it goes out, now or scheduled. Write it when you have a quiet minute and set it to go out up to 30 days ahead; a scheduled send counts against the same monthly allowance.
One thing is worth knowing before you compare two numbers on two screens. Due back on the Overview and the Inactive broadcast audience share the 30-day line but not the population. Due back counts across your whole business, gift card holders included; the audience is drawn for one card and drops anyone who unsubscribed from broadcasts and anyone whose pass is no longer active. Expect the audience count to be the smaller of the two, and treat that as correct rather than as a discrepancy.
How many customers go quiet? 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 should I send, and 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 names you know in Due back, in one message addressed to them. Most of them have not decided anything yet. A short specific line to twelve individuals beats a broadcast to four hundred, and it spends the same one send from your allowance.
- 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 Due back is shorter next month and whether those names reappear under Latest on the Overview. That is the measure that counts.
Birthdays and other dates come from your own counter and your own notes. More ideas for what to send are set out on 20 loyalty campaign ideas, and what to measure afterwards is on the seven numbers a loyalty program should report.
Prevent the drift at the counter
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.
Due back 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 four groups, 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, last on 3 October 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, Italian 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.