Your VIP program can use different methods to evaluate member achievements and determine tier status. Each evaluation window type offers unique benefits and suits different business models. Choose the one that best aligns with your brand's goals and customer relationships.
1. Calendar Year
What is Calendar Year Evaluation?
Calendar year evaluation measures member achievements within the current calendar year (January 1st–December 31st), starting no earlier than your program start date. The evaluation window resets each January. If you enable the "reset after period ends" setting, memberships can be reset at year end; otherwise, tiers are simply re‑evaluated within the new year window.
How It Works
Universal Timeline
All VIP members share the same evaluation period:
Window begins: January 1st (or your program start date if later)
Window ends: December 31st
The evaluation window resets each January
Optional: if "reset after period ends" is enabled, memberships can be reset at year end
Mid-Year Joins
When members join during the year:
They begin earning immediately
Their first year may be partial (from join date to December 31st)
Full evaluation begins the following January
Window never starts before your program's start date
Benefits of Calendar Year
1. Simple and Familiar
Everyone understands calendar years. Members don't need to remember personal anniversary dates—they know their status resets each January like many other annual programs.
2. Community Momentum
Create shared excitement as all members work toward year-end goals together. This natural deadline drives engagement, especially during the holiday shopping season.
3. Marketing Alignment
Synchronize VIP campaigns with annual business cycles:
New Year promotions for tier advancement
Year-end pushes to maintain status
Collective celebrations of achievements
Simplified communication to all members
4. Clear Comparisons
Members can easily compare their progress with others since everyone operates on the same timeline. This can foster friendly competition and community engagement.
5. Predictable Planning
Businesses can forecast and plan around consistent annual cycles, making inventory, staffing, and promotion decisions easier.
Examples
Holiday Retail Brand
All VIP members evaluated January 1 - December 31
Major push in Q4 as members strive to reach next tier
January brings fresh start and new opportunities
Perfect alignment with holiday shopping patterns
Sarah Joins Mid-Year
Sarah becomes VIP member on July 15, 2024
First evaluation period: July 15 - December 31, 2024 (partial year)
First full year: January 1 - December 31, 2025
Same schedule as all other members from 2025 onward
Detailed Example: James's Fashion Journey
Program tiers: Bronze ($200), Silver ($500), Gold ($1,000), Platinum ($2,000)
2024 Activity:
February 2024: James joins and spends $250 → Bronze tier
May 2024: Spring shopping $300 (2024 total: $550) → Silver tier
September 2024: Fall wardrobe $200 (2024 total: $750) → Still Silver
December 2024: Holiday gifts $400 (2024 total: $1,150) → Gold tier
January 1, 2025 - Calendar Reset:
2024 spend no longer counts
James starts fresh at $0 for 2025
Must spend $1,000 in 2025 to maintain Gold
Without reset option: Re-evaluated against 2025 spend
With reset option: Could drop to base tier or be recalculated
Three Members, Same Timeline
Alex, Beth, and Carlos all evaluate January 1 - December 31, 2024:
Alex: Joined January 2024, has full year
Beth: Joined May 2024, has 8 months
Carlos: Joined November 2024, has 2 months
All three reset together on January 1, 2025
Creates shared urgency and community momentum
2. Lifetime
What is Lifetime Evaluation?
Lifetime evaluation considers all member achievements from your program start date onward. Nothing resets by period—every qualifying purchase, interaction, and milestone continues to accumulate toward maintaining and advancing VIP status.
How It Works
Cumulative Progress
Your VIP journey is one continuous story:
Evaluation window is from program start date to today
All qualifying activity in that window counts toward tier status
Progress only moves forward
Once earned, tiers aren’t downgraded due to later threshold changes
No Time Pressure
Members advance at their own pace:
No annual deadlines to meet
No risk of losing progress
Take breaks without penalty
Return anytime and continue where you left off
Benefits of Lifetime Evaluation
1. Permanent Recognition
Every interaction with your brand matters forever. Early supporters and long-time customers receive ongoing recognition for their complete history, not just recent activity.
2. Stress-Free Experience
Members never worry about:
Meeting annual requirements
Losing hard-earned status
Racing against deadlines
Starting over each year
3. Natural Progression
VIP tiers become true milestones in the customer journey:
Each tier represents total lifetime value
Natural advancement over time
Celebrates the full relationship
Rewards loyalty comprehensively
4. Ideal for Infrequent Purchases
Perfect for businesses with:
High-value but infrequent transactions
Seasonal purchasing patterns
Products with long replacement cycles
Services used occasionally but importantly
5. Simple to Understand
"Spend $1,000 lifetime to reach Gold status" is crystal clear. No date calculations, no anniversary tracking—just straightforward cumulative progress.
Examples
Luxury Furniture Brand
Customer purchases dining set: $3,000 (achieves Silver)
Two years later, buys bedroom set: $4,000 (achieves Gold at $7,000 lifetime)
Status reflects total relationship value
No pressure to purchase annually
Michael's Journey Over Years
2021: Michael spends $500 (Bronze tier)
2022: Adds $300 (still accumulating)
2023: No purchases (maintains progress)
2024: Adds $700 (reaches Silver at $1,500 lifetime)
All spending counts forever
Detailed Example: Emma's Coffee Journey
Program tiers: Bronze ($100), Silver ($500), Gold ($1,000), Platinum ($2,500)
March 2024: Emma joins and spends $150 → Bronze tier achieved
July 2024: Adds $200 (total: $350) → Still Bronze
November 2024: Holiday shopping $300 (total: $650) → Silver tier achieved
February 2025: Regular purchases $400 (total: $1,050) → Gold tier achieved
June 2025: No purchases for 6 months → Still Gold (lifetime total: $1,050)
Result: Emma's Gold status is permanent based on $1,050 lifetime spend
What Happens When Thresholds Change?
Emma achieved Gold at $1,000 in February 2025. In July 2025, the merchant raises Gold threshold to $1,200:
Emma's status: Remains Gold (grandfathered)
New members: Need $1,200 to reach Gold
Existing Silver members: Need $1,200 to upgrade to Gold
Lifetime protects earned achievements
3. Rolling Year
What is a Rolling Year?
A rolling year evaluates achievements in a 12‑month window. During your first program year, the window runs from your program start date to today; after the first anniversary, it becomes the trailing 365 days. Your membership anniversary is used for retention and optional resets, not to fix a static year‑long window.
How It Works
Your Personal VIP Year
When you first achieve VIP status, that date becomes your VIP anniversary for display and retention. Achievements are measured in a rolling window: during your first program year the window runs from program start to today; after the first anniversary it becomes the trailing 365 days.
Example: If your program started on March 15th and today is within the first year, your progress counts from March 15th to today. After the first anniversary, your evaluation window always covers the last 365 days.
Continuous Evaluation
Your VIP status is evaluated using the current 12‑month window. This ensures recent activity is always reflected.
Retention
After achieving a tier, you retain it for 12 months from the membership start date. Within that period, only upgrades apply; downgrades are considered after the 12‑month retention ends.
Anniversaries & Resets
Global anniversary mode: If "period from start date" is enabled, an optional annual reset can run on your program’s start day/month.
Personal anniversary mode: If not enabled, optional resets can run per‑customer on their membership anniversaries.
Fair for Everyone
The rolling year system ensures fairness:
Join anytime without disadvantage
Always get a full 12 months for evaluation
Your progress isn't reset by calendar dates
Each member's journey is valued equally
Benefits of Rolling Years
1. Start Anytime
You don't have to wait for January or any specific date to begin earning VIP benefits. Start your VIP journey whenever you're ready, and get a full year to achieve your goals.
2. Predictable Anniversary Dates
Know exactly when your VIP year renews. This date stays the same every year, making it easy to track your progress and plan for tier advancement.
3. Personalized Experience
Your VIP timeline aligns with your individual journey with the brand, not an arbitrary calendar date. This creates a more meaningful and personal connection to your VIP status.
4. No Rush at Year-End
Unlike calendar-based systems where everyone rushes to meet requirements by December 31st, your evaluation date is unique to you. This spreads activity throughout the year and ensures better service for all members.
5. Continuous Rewards
Your benefits and tier status flow seamlessly from one year to the next on your anniversary date. There's no gap or waiting period between evaluation periods.
Examples
Sarah's VIP Journey
Sarah becomes a VIP member on June 1, 2023
Her first VIP year: June 1, 2023 to May 31, 2024
On June 1, 2024, her second VIP year automatically begins
Her achievements from June 1, 2024 to May 31, 2025 determine her status for the following year
Michael's Mid-Year Start
Michael joins the VIP program on October 15, 2023
His evaluation period: October 15, 2023 to October 14, 2024
He has a full 12 months to earn and maintain his tier status
Every October 15th marks his VIP anniversary
Different Members, Different Timelines
In a program with three VIP members:
Amy's year: January 10 to January 9
Brian's year: April 22 to April 21
Carlos's year: September 3 to September 2
Each member has their own full year for evaluation, regardless of when they joined.
Detailed Example: Lisa's Subscription Box Journey
Program tiers: Bronze (3 orders), Silver (6 orders), Gold (12 orders)
Program starts: January 1, 2024
Lisa joins: March 15, 2024
First Year Window (March 15, 2024 - March 14, 2025):
Window spans from program start to today (during first year)
May 2024: 3rd order → Bronze tier achieved
August 2024: 6th order → Silver tier achieved
February 2025: 12th order → Gold tier achieved
After First Anniversary (March 15, 2025+):
Window becomes trailing 365 days
April 2025: Orders from April 2024-April 2025 count
July 2025: Orders from July 2024-July 2025 count
Lisa's March 2024 orders drop off as window rolls forward
Retention Protection Example
Tom achieves Gold tier on August 1, 2024:
August 2024 - July 2025: 12-month retention period
December 2024: Spending drops, but keeps Gold (protected)
March 2025: Could qualify for Platinum → Upgrades allowed
August 2025: Retention ends, re-evaluated on current activity
If now qualifies for Silver → Downgrade occurs
Same Customer, Different Windows
How Rachel's $800 annual spend works across window types:
Calendar Year: $800 in 2024, resets to $0 in 2025
Lifetime: $800 in 2024, $1,600 total by end of 2025
Rolling Year: Always shows last 12 months of spending
If Gold tier requires $1,000:
Calendar: Never reaches Gold (resets annually)
Lifetime: Reaches Gold in second year
Rolling: Needs $1,000 within any 12-month period
Choosing the Right Window Type
Calendar Year Works Best For:
Seasonal businesses with natural annual cycles
Brands wanting synchronized member engagement
Programs requiring simple, universal communication
Businesses with strong Q4 or year-end focus
Lifetime Works Best For:
Luxury or high-ticket brands
Businesses with infrequent purchase patterns
Brands prioritizing long-term relationships
Programs wanting to minimize member stress
Rolling Year Works Best For:
Subscription-based businesses
Brands with year-round consistent sales
Programs emphasizing individual relationships
Businesses wanting distributed member activity
Real-World Scenarios
Using Points as Your Tier Metric
Alex earns points through various activities (purchases, reviews, referrals). Gold tier requires 5,000 points:
Calendar Year: Alex earns 4,500 points in 2024. On January 1, 2025, counter resets to 0. Must earn 5,000 new points in 2025 for Gold.
Lifetime: Alex's 4,500 points from 2024 carry forward. Only needs 500 more points in 2025 to reach Gold (5,000 total).
Rolling Year: On any given day, system counts points earned in the previous 365 days. Old points "fall off" as the window rolls forward.
Seasonal Business Example
A swimwear brand where 80% of sales happen May-August:
Calendar Year: ✅ Perfect fit - customers who shop summer 2024 have until December to reach tiers
Lifetime: ⚠️ Works but less urgency - no deadline to drive additional purchases
Rolling Year: ❌ Challenging - customers might lose tier status during off-season
B2B Wholesale Example
A wholesale supplier with businesses making large, infrequent orders:
Calendar Year: ❌ Problematic - businesses ordering in December vs. January face different windows
Lifetime: ✅ Ideal - recognizes total business relationship value
Rolling Year: ⚠️ Works if orders are at least annual
Frequently Asked Questions
Can I change my evaluation window type?
Window types are typically set when establishing your VIP program. Consult with success manager about available options and the implications of changes.
Which window type is most common?
Each type serves different business models effectively. Calendar year suits retail, lifetime fits luxury brands, and rolling year works well for subscriptions and services.
How do I know which one my program uses?
Check your VIP program details or contact support. Your evaluation period will be clearly displayed in your account, showing either calendar dates, lifetime totals, or your personal anniversary dates.
What happens to existing members if I change window types?
This requires careful planning and communication. Your success manager can help design a transition strategy that treats existing members fairly while implementing your new evaluation method.
Can I use different windows for different tier metrics?
Currently, your program uses one window type across all metrics (points, spending, or orders). This ensures consistency and clarity for your members.
Quick Comparison Guide
Feature | Calendar Year | Lifetime | Rolling Year |
Evaluation Period | Jan 1 - Dec 31 | Program start to today | Trailing 365 days |
Resets | Every January 1st | Never resets | Rolling window (continuous) |
Best For | Seasonal retail | Luxury/infrequent purchases | Subscriptions/consistent sales |
Member Experience | Shared deadlines | No pressure | Personal anniversary |
Tier Protection | Until year end | Forever (grandfathered) | 12-month retention |
Summary
VIP evaluation windows shape how members experience your loyalty program:
Calendar Year: Synchronized annual periods creating community momentum
Lifetime: Cumulative recognition valuing every interaction forever
Rolling Year: Personalized 12-month periods unique to each member
Each approach offers distinct advantages. The best choice depends on your business model, customer behavior, and the type of relationship you want to build with your VIP members.