Big Dog Pawn & Jewelry’s loyalty program

Retention is the strongest signal

The analysis found that enrolled customers were substantially more likely to remain active and generated materially higher lifetime value than matched non-enrolled customers. The strongest signal was not a bigger basket, but a longer, more valuable customer relationship.

At 11 months, enrolled customers were about 4.2 times as likely to still be active. The report separately found 4.6 times higher tenure-adjusted annualized value; that measure is distinct from the lifetime-value figures above.

Track reward costs while protecting retention

Retail visits per month after enrolling

+60%

Redeemed to date across 1,240 redeeming customers

$125,916

Reward costs are real and should be monitored. The analysis identifies retention and lifetime value as the primary reasons to run the program, with a goal of tightening redemption economics while preserving the mechanism that keeps customers active.

A recommended starter reward setup

The case study recommends the following starting point. These are recommendations, not a statement of Big Dog’s historical reward settings.

What PawnMate tracks

• Total enrolled customers
• Enrolled in the last 30 days
• Points balance
• Points value
• Active campaigns
• Monthly enrollment
• Daily enrollment
• Daily points earned
• Daily points redeemed
• Earned points
• Redeemed points
• Manual point adjustments
• Converted to store credit
• Voided transactions
• Sales returns
• Automated birthday rewards
• Campaign performance
• Reward liability