Bringing your loyalty experience into the cancellation flow puts it directly in front of subscribers at the most high intent subscriber churn touchpoint. Your subscribers already hold certain credits or coupons through your loyalty program, but it rarely factors into their decision to cancel unless you put it in front of them at that exact moment. This is what turns loyalty into a retention tool where you can position it as a reminder of what a subscriber stands to lose, shown right when they're deciding whether to leave.
Loyalty in the cancellation flow
Cancellation flows are made up of three steps: benefits page, cancellation reasons, and cancellation offers. Loyalty can be added and used in all the three steps but each one uses it differently. Used together, these turn loyalty into an active retention lever rather than a static rewards balance. Below are the three touchpoints:
1. Benefits page
The benefits page is the first screen a subscriber sees when they click cancel. With loyalty, this page lets you show a dedicated loyalty page to subscribers. You can also categorize different subscribers based on the number of points they hold by using the loyalty conditions.
Admin configuration
To create a benefits page built around loyalty, navigate to Loop admin > Retain > Cancellation flows > Benefits page, then click Create new page.
Add an internal name for the page, for example "Loyalty test." This name is only visible to your team.
In the Conditions section, click "+ Add condition" and select Loyalty points. Set a Minimum and, optionally, a Maximum so the page only appears to subscribers whose points balance falls within that range.
In the content editor, write the benefits page copy and insert the loyalty variables:
{{loyalty_points}},{{loyalty_credits}}, and{{loyalty_coupons}}wherever needed. These pull in the subscriber's live loyalty balance when the page renders.
Set the Status to active and save the page.
User experience
When a subscriber who meets the loyalty condition clicks Cancel subscription, they see the benefits page with their actual points balance, credit value, and coupon count filled in.
2. Cancellation reasons
The cancellation reasons step works by showing users multiple cancellation reasons and lets you create targeted save based on the reason. Loyalty can be used in their step in two ways. Merchant can either use loyalty as a treatment for an existing reason or create a dedicated reason built specifically around loyalty and provide loyalty as a treatment reason for it.
a. Loyalty for an existing reason
Admin configuration
To add loyalty treatment solution for an existing reason, start by navigating to Loop admin > Retain > Cancellation flows > Reasons, then open the reason you want to configure.
Under the "Suggest treatments when customers attempt to cancel" section, click on the Redeem Loyalty points field. This action only appears to subscribers who have redeemable points. You can further set if you want to show this to users with certain number of loyalty points via the "Edit threshold" button. From here, you can set the minimum number of points a subscriber must hold before this option is shown to them.
User experience
Whenever the end user selects whatever reason you configured in the cancellation reason section, they will be able to see the treatment action you configured for this along with a Redeem Points button. Clicking on that button will automatically open the loyalty drawer for the user with the Redeem balance section open by default. Choosing it applies their loyalty points to the subscription and stops the cancellation, which gives the subscriber an immediate discount.
b. Creating a dedicated loyalty reason
Admin configuration
You can also add loyalty as its own cancellation reason instead of only pairing it with an existing one. This makes sense for reasons that are about loyalty itself, not just reasons loyalty happens to solve. For example, if a subscriber feels the rewards they're earning aren't worth staying subscribed for, a reason like "The rewards aren't enough" lets them say so directly, and you can route it straight to a loyalty offers page where you can award them additional loyalty points.
To create a new reason, in the Cancellation flows, on the Reasons tab, click Add reason, name the reason, configure the reason as above and set its status to active.
Customer experience
The new reason appears alongside your other cancellation reasons in the exit survey. A subscriber who selects "The rewards aren't worth it" is shown their redeemable points balance and the option to apply it, which directly answers the doubt that made them want to cancel in the first place.
3. Cancellation offers
Cancellation offers are the last save point, shown if a subscriber goes through the reasons step and still wants to cancel. With loyalty, this offer can award new points or credits to the users as an offer for them to not cancel and stay subscribed to your product.
Admin configuration
Navigate to Loop admin > Retain > Cancellation flows > Offers, then click Create new offer.
Add an internal name for the offer and set its Conditions, including a loyalty points condition if you want the offer restricted to subscribers within a specific minimum or maximum points range.
In Offer applicability, select which cancellation reasons should trigger this offer.
In the Cancellation offer section, click + Add offer, select Add Loop Loyalty points as the offer type, and click Add.
Enter the number of points to award, then write the Offer description and the Offer details drawer title and body that the subscriber will see.
Save and set the offer to active.
Customer experience
If a subscriber selects one of the cancellation reasons mapped to this offer and clicks to cancel, the offer drawer appears with the loyalty points or credits offer. Accepting the offer adds the points to their account and keeps the subscription active.
FAQs
Can I show a loyalty-based benefits page to only some subscribers?
Yes, you can set a minimum and maximum loyalty points condition on the benefits page, so it only appears to subscribers whose points balance falls within that range.
Need help?
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Regards, Loop subscriptions team š