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Performance benchmarks are displayed in your analytics dashboard and let you quickly review your loyalty program’s performance through key metrics. These metrics give you the data to easily assess how your program is doing and compare it to similar merchants using Smile.
Key performance benchmarks
Redemption rate
Defined as: The number of points redeemed divided by the number of points earned in the last 30 days.
Why it’s important: Indicates how much customers value your rewards and whether they know how to use them.
✅ High rate: Rewards are compelling, and customers are actively engaging with their points.
⚠️ Low rate: Rewards may not be appealing enough, or customers may need reminders to use their points.
Order earning rate
Defined as: The percentage of total orders placed in the last 30 days that earned points.
Why it’s important: Reflects how well your program is integrated into the customer journey.
✅ High rate: Customers are actively earning points, deepening loyalty and encouraging repeat purchases.
⚠️ Low rate: Customers may be unsure how to join, or it may be time to enable guest earning so every order helps build loyalty.
Reward usage rate
Defined as: The percentage of redeemed rewards (discount coupons) that were used on an order.
Why it’s important: Measures how often customers turn their rewards into real purchases.
✅ High rate: Customers are applying rewards and completing purchases — a strong sign your program is creating value.
⚠️ Low rate: Customers may redeem without placing an order or encounter friction at checkout, which means rewards aren’t reaching their full potential.
Membership rate
Defined as: The percentage of customers who placed an order in the last 30 days who are loyalty program members.
Why it’s important: Shows how well your program is converting customers into members and how visible it is throughout the customer journey.
✅ High rate: Customers see the value in joining, and the program is well-promoted during the purchase journey.
⚠️ Low rate: Customers may not be aware of your program or may not clearly see the benefits of signing up.
How to use this data
Performance benchmarks help you understand whether your loyalty program is delivering value to both your customers and your business.
Here are a few ways to put the data into action:
Spot strengths and gaps – Compare your redemption, earning, and membership rates to identify which areas are thriving and which might need attention.
Test and adjust rewards – If redemption or reward usage is low, try new reward types, adjust point values, or remind customers how to redeem.
Promote membership growth – A low membership rate may signal the need for more prominent program promotion across your store and marketing channels.
Track over time – Monitor these metrics regularly in your analytics dashboard to measure the impact of changes and see how your program improves.
Using benchmarks as part of your routine program review ensures you’re not just tracking engagement but also making informed decisions that strengthen customer loyalty.