Hey Reader,

🔌 SlickText is the SMS platform I’ve used for simple, text-based loyalty programs (easy signup, easy reminders, no app headaches). If you want to check it out, link is below! Easy automated communication with each of your customers. Consumers are more likely to respond to a text vs. an email.

• Simple enrollment: customers can join by texting a keyword (no app download).
• Easy automation: send reward updates and “you’re almost there” reminders automatically.
• Less friction: keeps loyalty consistent and straightforward at checkout.

📖 weekly read ↓

😱 The Loyalty Program Trap: Don't Upset Your Most Loyal Customers

I used to be weirdly loyal to a convenience store rewards program.

It started great: sign up once, scan at checkout, get consistent little perks. Nothing huge—just enough to feel like, “Cool, they see me.”

Then something changed.

Not loudly. Not clearly. No heads up. No message. No sign at the counter.

One day I realized: my rewards weren’t showing up like they used to. So I did what loyal customers do… I tried to fix it.

Turns out I had to opt in again (or “re-enable” something) to get benefits I was already getting before.

So the journey went like this:

Excitement → habit → consistency → silent change → confusion → frustration

And the friction point was brutal:

• I had to do more work
• to get less value
• with zero explanation

That’s the loyalty program trap.

What matters more to you in rewards? 👀 Predictable rewards 💸 Bigger rewards (even if less consistent)

🤝 Loyalty programs work…🙅 until they break trust

Loyalty programs can be a massive driver of repeat business—when done right.

But here’s what went wrong in this case:

❌ Lack of transparency​
No announcement. No heads up. No “here’s what’s changing.”

❌ Increased friction​
A customer shouldn’t have to jump through hoops to keep rewards they already earned.

❌ Loss of consistency​
When rewards become unpredictable, customers stop believing the program is “real.”

🤔 Why this matters

Most customers don’t need big rewards.

They need consistent value and honesty.

If you train people to trust a system—and then quietly change the rules—you’re not just tweaking a program.

You’re telling your best customers:
“We’ll take from you when you’re not looking.”

Quick takeaway

If you have a loyalty program, ask yourself:

• Is it easy to use every time?
• Are rewards predictable?
• Would a customer immediately notice (and understand) any change?

I’ve used simple, text-based loyalty setups (like SlickText) that avoid the “app download / re-enable / mystery rules” mess entirely. I’ll go deeper on what that looks like for PRO readers this Thursday.