Sweet Karam Coffee's expiry reminder sounds like a person, not a system

Every loyalty program eventually builds a version of this flow: a reminder that a balance is about to expire, with a prompt to redeem it. Functionally, Sweet Karam Coffee's flow does exactly that. What makes it worth a closer look is everything surrounding the function.

SKC runs its loyalty currency through Nector.io. When a customer's coin balance is close to expiring, a webhook fires with the exact balance and expiry date, which triggers a single WhatsApp template. Up to this point, it's a standard reactivation mechanic used by many brands.

The difference lies in how the message is written. SKC has a brand persona, Janaki Paati, and the expiry reminder is written in her voice: "Paati didn't want you to forget." It's a small phrase, but it changes the nature of the message. A generic "your points expire in 3 days" reads as a system notification. A message framed as a specific person who doesn't want you to lose something reads as a brand paying attention to you, even though both are triggered by the same webhook and carry exactly the same information.

This matters because brand voice and lifecycle automation usually don't meet. Most brands have a defined voice for their homepage and Instagram captions, then a completely different, flatter tone for automated transactional and lifecycle messages, because nobody thought to extend the voice guidelines that far. SKC didn't make that split. Janaki Paati appears in an automated expiry reminder as consistently as she would in a hand-written social post.

The mechanic itself works as you'd expect. It shows the balance at risk and the expiry date, with an Order Now button that takes the customer straight into a purchase, so redeeming coins and buying more coffee happen in one step rather than two.

Over 30 days, the flow drove ₹13.6L in order revenue. For a reminder that's fundamentally about not losing something, rather than gaining something, that's a strong result, and it fits a general pattern in loyalty psychology: people respond more strongly to the threat of losing a balance they already have than to the promise of earning a new one. SKC's flow is built on that asymmetry, and the persona's voice keeps the message from reading like every other expiry reminder doing the same job without any character.

If your loyalty program has an expiry mechanic and your brand voice only appears in marketing content, try this directly. Take the automated reminder you already send and rewrite it in the voice your brand uses everywhere else. The trigger logic won't change, and the read rate quite possibly will.

See how this would work on your store

If you want to build a flow like this for your own store, book a meeting with the Manifest AI team and we will walk you through it in a live demo.