Operating scope

Country head

Capability

All capabilities

Active handovers

Outcomes written back

Connected work · Agent system

Business vertical

Customer, loyalty and marketing

Agent on shift

Loyalty Brain

Accountable person

CRM and campaign leads

Evidence · live

Member and consent register

Next step

LoyaltyOS

LoyaltyOS · screen 01 of 06

Dormancy recovery

Dormant is not a group number. A Salalah shopping cycle is not a Dubai one.

3 issues · 2 waiting on you

Issues in scope

3 instances across 1 place

Waiting on you

0 already decided in this session

Three largest

AED 8.6m–AED 30.0m

Modelled annual value, three largest only

Running without asking

0 armed and waiting on a threshold

Decision owner

Country head

Returns to Country marketing, Legal and compliance

Scope

Oman

27 stores · all capabilities

Listen

Member transaction historyCatchment shopping cycleThe store the member actually uses

Process

Threshold per catchmentPrior value and distanceConsent scope for this purpose

Act

Outbound set, cappedSuppression stated openlyContact order chosen by a person

Written backEvery outcome returns to the systems that produced the evidence.

KindOrder

Queue

3 issues · 2 waiting on you

Choose

65,372 members in Oman have gone dormant and there is capacity for a fraction of them

Oman

What happened

Dormancy is now measured against each catchment's own shopping cycle rather than a group threshold. On that basis 65,372 members have crossed it. Contact capacity for the month is a small share of that.

Why it matters

The contact order decides what we recover. Highest prior value recovers the most per contact and reaches fewest people. Closest to a store responds best and brings smaller baskets. Most recent lapse is easiest and leaves the long dormant permanently gone.

Already done

The set is built, the catchment thresholds are applied, and the three orders are modelled. Nothing has been contacted.

Worth

AED 4.6m to AED 17.0m a yearModelledMembers past their catchment dormancy threshold. Value is their prior annual spend times the recovery rate achievable at the chosen contact order.Members crossing catchment dormancy

Then what

Contact order set, run built against itCountry marketingReports back 23 Sept

Approve

The Oman run needs a cap before it goes out

Oman

What happened

Members appear on the dormancy set, the points expiry set and the category lapse set simultaneously. Without a cap the same member receives three contacts in a week from three different runs.

Why it matters

Over-contact is the fastest way to lose a member who was only mildly lapsed. One contact per member per month across all runs is the discipline that keeps the channel usable for the next twelve months.

Already done

The cap is built and suppression is applied across every concurrent run, not just within this one.

Worth

AED 4.0m to AED 13.0m a yearModelledOver-contact is the fastest way to lose a mildly lapsed member. Value is the channel kept usable across the next twelve months of runs.Members receiving multiple contacts a week

Then what

Run released with the cap applied across all live runsCountry marketingReports back 23 Sept

If approved

The run goes out capped at one contact per member per month across all runs

If declined

It runs uncapped and members on three lists receive three contacts in a week

Declined

13,154 of the dormant set in Oman cannot be contacted and were removed

Oman

What happened

Their consent scope covers transactional messages only. A win-back message is not transactional, whatever it is called internally.

Why it matters

This is the number that usually sits between the campaign brief and the send. Showing it here means the reach figure everyone works from is the real one, and nobody discovers the gap after the fact.

Already done

Removed from the addressable set before the set was sized, so the numbers above are already net of it.

Exposure

Not a revenue lineContacting outside consent scope is a regulatory exposure in all six markets, and it is written down in the member record.Share of dormant set inside consent scope

Then what

Out of scope members removed before sizingLegal and complianceStanding, no return date

Override

Nobody. Consent scope is not overridable

Cost of overriding

Contacting outside scope is a regulatory exposure in every one of the six markets, and it is written down