How to Set Loyalty Point Expiry on Shopify

Quick Answer

Yes, a Shopify loyalty program can include point expiry rules, and Keystone Loyalty Rewards app supports setting an expiry window along with automatic notifications. The setup involves choosing how long points remain active and deciding how far in advance customers are warned. A clear expiry rule keeps the points system meaningful without feeling unfair to customers, as long as the timeline is realistic.

Introduction

This guide is for merchants who want loyalty points to carry some urgency instead of sitting unused for years. Points that never expire can build up on the books and lose their value as an incentive to return.

You will learn how to choose an appropriate expiry window, set up automatic notifications, and communicate the rule clearly so customers do not feel caught off guard when points expire. Done well, expiry rules can make a loyalty program feel more active rather than more restrictive.

What Is Point Expiry?

Point expiry is a rule that removes unused loyalty points from a customer account after a set period of time. The expiry window usually starts from the date points were earned or from the date of the last account activity. Some stores expire the full balance at once, while others expire points individually based on when each batch was earned.

Who Needs Point Expiry?

Point expiry rules are useful for stores that want their loyalty program to encourage regular return visits rather than one-time engagement.

• DTC brands with a defined typical repurchase cycle
• Subscription businesses managing long-term point accumulation
• Beauty and cosmetics brands with seasonal buying patterns
• Stores with a large base of inactive loyalty accounts
• Brands that want redemption to happen within a predictable window

Why Point Expiry Matters for Your Business

A clear expiry rule keeps a loyalty program active and gives customers a reason to redeem rather than let points sit unused indefinitely.

• Encourages customers to redeem points instead of letting them accumulate indefinitely
• Keeps the total liability of unredeemed points more predictable
• Gives customers a reason to return before their balance resets
• Makes point balances more reflective of active customer relationships
• Supports a cleaner, more accurate view of program engagement

How to Set Up Point Expiry on Shopify

Step 1: Define Your Loyalty Goal

Decide what expiry window makes sense for your typical repurchase cycle. A store with frequent repeat purchases can use a shorter window, while a store with longer gaps between orders may need a longer one. Look at your average time between orders as a starting point before settling on a specific number of months.

Step 2: Install and Configure Keystone Loyalty Rewards

Install Keystone from the Shopify App Store and open the point expiry settings. Keystone lets you set the expiry window and configure automatic notifications sent ahead of the expiry date.

Step 3: Create Earning Rules and Rewards

Set the expiry period, such as twelve months from the date points were earned. Decide whether the whole balance expires at once or whether points expire individually based on when each batch was earned. Either approach works, but individual expiry tends to feel fairer to customers who earn points at different times.

Step 4: Add the Loyalty Experience to Your Store

Display the point balance and expiry date clearly in customer accounts so shoppers always know where they stand. This transparency reduces frustration and support requests related to expired points. Consider showing the expiry date next to the balance on the account page, not buried in a separate settings screen.

Step 5: Test the Program

Test the expiry notification by simulating an account approaching its expiry date and confirming the email or message sends correctly. Check that the point balance updates accurately once expiry takes effect. It is worth testing this on a couple of different accounts to confirm timing works across different earning dates.

Step 6: Go Live

Before launch, review the expiry window one more time and confirm customer messaging explains the rule plainly. Make sure the expiry policy is easy to find, such as in a loyalty program FAQ page, and check how it appears on mobile.

Point Expiry Examples

Industry: Home goods store
Problem: Loyalty points accumulated for years without being redeemed, making the program feel disconnected from current customers.
Setup: The store introduced a twelve month expiry window with a notification sent thirty days before expiry.
Result: More customers redeemed points before they expired, and the program felt more active overall.

Industry: Beauty brand
Problem: Customers were surprised to find their points had expired with no warning.
Setup: The brand added automatic expiry notifications sent two weeks and again three days before expiry.
Result: Customers had a clear chance to redeem points before losing them, reducing complaints.

Read more case studies for our apps to see how other stores manage point expiry.

Best Practices

A few practices make point expiry feel fair rather than frustrating for the customers who rely on the program.

• Choose an expiry window that matches your typical repurchase cycle
• Send at least one notification well before points expire
• Make the point balance and expiry date visible in customer accounts
• Explain the expiry rule clearly when a customer first earns points
• Avoid expiring points with no advance notice
• Review expiry timing periodically based on how customers actually redeem points

Summary

Point expiry keeps a loyalty program active by giving customers a reason to redeem points rather than let them sit unused. The setup involves choosing an expiry window, configuring notifications, and communicating the rule clearly. A fair expiry policy paired with timely reminders tends to feel like a nudge rather than a penalty.

If you want a loyalty program with a clear, manageable point lifecycle, Keystone Loyalty Rewards supports expiry rules and automatic notifications in one setup, so customers always know where their points stand.