Loyalty & Points — Strategy

All registered players — open enrollment, automatic.

The goal is increasing booking frequency across the whole player base, not just paid members. Open enrollment also removes friction — players shouldn't have to opt in, they should just start earning. Casual players who earn points have a reason to come back. Restricting to members would exclude the majority of the 3,000+ base.

10 Smash Points per hour played. A 90-min booking = 15 pts. A 2-hr session = 20 pts.

Per-hour rewards longer sessions and feels fair — a 2-hr booking earns more than a 1-hr booking. Flat-per-booking would incentivize shorter sessions (same reward for less spend). Per-hour is easy to explain: 'Earn 10 points per hour on the court.'

Yes to both. POS: 5 pts per ฿100 spent. Programs: 50 pts flat per enrollment.

POS earn deepens the loyalty loop — a player who orders drinks after their match earns more points. Program earn incentivizes academy participation. Both are low-friction (automatic via triggers). 5 pts/฿100 on POS is intentionally lower than court earn — court time is the core product we want to reward.

Bronze → 0 pts — Default. No discount. Perks: "Welcome to the club" Silver → 200 pts — 5% off all court bookings. (Achievable in ~3 months at 1 booking/week) Gold → 750 pts — 10% off court bookings + priority 7-day booking window Platinum → 2,000 pts — 15% off court + priority window + 1 guest pass/month

Bronze → Silver should feel fast (200 pts ≈ 20 hours of court time ≈ about 3 months for a weekly player). Gold should feel like a real milestone for regulars (750 pts ≈ 75 hours ≈ ~9 months weekly). Platinum is the aspirational tier for superfans (~200 hours lifetime). Discounts are the most universally valued benefit — they directly reduce what players pay.

Two redemption options: (1) Free 1-hour court slot = 150 pts. (2) Club credit ฿100 = 100 pts.

Free court time is the most compelling reward — it directly ties back to the activity. At 10 pts/hr, earning 150 pts takes 15 hours of play (roughly 1–2 months for a regular). That's an attainable milestone. Club credit (฿100 = 100 pts) provides flexibility for players who prefer a discount over a specific time slot. Two options covers both types of player without overcomplicating the programme.

Points expire after 12 months of account inactivity (not 12 months from earn date).

Activity-based expiry is fairer than fixed-date expiry. A player who books regularly never loses points — only players who go fully inactive for 12 months have points expire. This removes the liability risk while protecting the experience for active members. 12 months is also a natural cycle — if someone hasn't played in a year, they've effectively churned.

Staff-only in v1.4. Self-serve in v1.5.

Front-desk redemption is the current Pad Thai workflow and adds a layer of human trust at launch. It also lets staff explain the program to members in person — valuable for the first few months. Self-serve should follow once the program is stable and members are familiar with how it works. v1.4 scope is already large — keeping redemption staff-only is the correct call.

Three-touchpoint launch: (1) Email campaign to all registered players via CRM (announcement). (2) Post-booking confirmation email includes points earned. (3) Web app account page shows loyalty widget prominently on first login.

The CRM email campaign (v1.3 infrastructure) can reach the full 3,000+ player base immediately. Post-booking emails make points earned feel tangible — members get reinforcement every time they play. The account page widget ensures new bookers discover their balance without needing to search.

Primary KPI: Average bookings per active player per month (target: +20% in 6 months) Secondary KPIs: — % of players who have earned at least 1 point (adoption) — Silver+ tier players as % of active base (engagement depth) — Redemption rate (points redeemed / points issued) — Churn rate of loyalty members vs non-members (retention signal) Reporting: Monthly leaderboard + tier distribution in CRM loyalty overview dashboard

Booking frequency is the stated goal — it must be the primary KPI. Adoption and tier distribution tell us if members are engaging. Redemption rate tells us if the rewards are compelling. Churn comparison is the ultimate retention proof.

Forward-only. Points start earning from the program launch date. No retroactive bookings.

Retroactive point calculation is complex (historical data quality varies, pricing history differs, it requires a large data migration). More importantly: forward-only creates a clean narrative — 'The program starts today. Start earning.' Existing regulars will earn Silver quickly anyway because they book frequently. Retroactive launch also devalues the tiers — half the active player base would immediately land in Gold or Platinum with no behavior change.