Halden & Rowe · Customer · Reactivation
Loyalty Reactivation
A defined loyalty cohort — currently Silver members eleven weeks past their last purchase — has stopped responding to the default CRM calendar. Runs whenever cohort response drops below the base rate for three consecutive sends.
Situation
What this Playbook is for.
The commercial pattern the Playbook exists to run against — stated plainly, so the reader knows within one paragraph whether they are in it.
A defined loyalty cohort — currently Silver members eleven weeks past their last purchase — has stopped responding to the default CRM calendar. Runs whenever cohort response drops below the base rate for three consecutive sends.
Why this matters
What is at stake if we do not run it cleanly.
The business consequence of running late, of running incompletely, or of not running the Playbook at all.
The silver cohort represents roughly 34% of loyalty revenue and is the fastest to lapse. Left to the default calendar it costs Halden & Rowe about £24,000 a week in unearned repeat revenue — and any reactivation programme built for the UK cadence would repeat the Irish scheduler mistake at scale.
Which objects it uses
Canonical objects consulted.
Playbooks never redefine objects; they consult them. Every reference below is live in the rest of the platform.
Mission served
Insights consulted
Loyalty · Outdoor
Loyalty members buying a BBQ attach 2.4× the outdoor accessories of a matched non-member.
£460K · downstream loyalty margin at stake
Ireland · Digital
Irish digital customers respond twice as strongly to weekly cadence as to weekend bursts — the UK pattern does not port.
€320K · incremental Irish digital revenue at the corrected cadence
Opportunities pursued
Prompts decisioned
Sequence
What leadership should follow.
The order matters. Sequence is the substance of the Playbook — it is why the same objects, read in a different order, produce a different outcome.
- 01
Anchor to the loyalty revenue Mission.
The Mission sets the pace of reactivation the programme is expected to deliver against, and the acceptable cost of activation.
Owner · Aoife Callaghan · Head of Customer
- 02
Read the Ireland cadence Insight before designing the calendar.
Cadence, not creative, is the primary lever. The Irish read establishes that response is a scheduling variable and forces cohort-specific calendars, not a UK mirror.
Owner · Aoife Callaghan · Head of Customer
- 03
Read the loyalty attach Insight to size the downstream margin.
Reactivation is priced against downstream margin, not the reactivation order. £74 of downstream margin per attaching member changes what an acceptable acquisition cost looks like.
Owner · Aoife Callaghan · Head of Customer
- 04
Take the Opportunity through to a decisioned Prompt.
The Opportunity carries the sizing; the Prompt commits the cadence and the cell design. The April loyalty cell decision is the reference variance.
Owner · Aoife Callaghan · Head of Customer
What has worked before
Lessons carried from prior runs.
Institutional memory. Each lesson is a specific correction the Playbook has already made once, so the next run does not have to.
- The April cell over-indexed on discount and under-indexed on cadence — the outcome variance is the reason the Playbook now leads with the cadence Insight.
- The programme should not run against Ireland and the UK simultaneously; the two cadence patterns are inverted.
- Reactivation priced as customer acquisition cost is under-priced by roughly £74 per attaching member.
What Ana should monitor
Signals kept under watch while the Playbook is live.
The metrics whose movement tells us the Playbook is holding — or that it has stopped working and needs to be re-examined.
- Silver cohort response rate by day-of-week, weekly.
- Downstream attach rate on reactivated members inside eleven weeks.
- Unsubscribe and complaint rate as cadence shifts — the fatigue signal.
Expected outcome
What leadership should expect if this runs cleanly.
The outcome band the Playbook has delivered against in prior runs. Stated up front so the actual outcome can be judged, not narrated.
20–25% of the lapsed silver cohort reactivated inside eight weeks, with a downstream attach rate at or above 1.8, at a modelled contribution of £180k–£240k per programme run.
Ana's commentary
How Ana would present this in the room.
The most common mistake here is running the Playbook as a campaign. It is a cadence intervention with a campaign attached. The cadence Insight is doing most of the work; the creative is doing the rest.
Playbooks are institutional memory. Every run leaves a lesson behind, so the next opening of this pattern begins from a stronger position than the last.
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