Which user lifecycle stage best describes shoppers in the loyalty program who make frequent purchases?

The best description for shoppers in the loyalty program who make frequent purchases is "Loyal." This category specifically targets customers who consistently engage with the brand, demonstrating a strong commitment through regular purchases and participation in the loyalty program. A loyal customer typically enjoys exclusive benefits and rewards, which further solidifies their relationship with the brand.

Frequent purchases are a clear indicator of loyalty, as they represent ongoing engagement and preference for the brand over competitors. This stage emphasizes the value of nurturing this relationship, as loyal customers often become brand advocates, which can lead to further customer acquisition through word-of-mouth.

While other choices represent varying degrees of engagement (inactive customers show no activity, active customers are engaged but not necessarily frequent purchasers, and lapsing customers are ones who previously engaged but are starting to disengage), the loyal category distinctly highlights a deep-rooted connection characterized by their purchasing behavior and consistent interaction with the brand.