Automations are the reason Shop Loyalty pays for itself. Set them once, and they market to your customers on their own — no campaigns to build, no lists to manage, nothing to remember.
Each automation has a trigger (a moment — a birthday, 30 days since last visit, points idle) and an action (award points, grant a reward, send a push or SMS). When the trigger fires for a member, the action happens automatically and is logged on their timeline.
Most shops mean to run birthday campaigns. Almost none do, consistently, all year. Automations don't forget, don't take a week off, and don't cost you a minute of counter time. A birthday freebie that brings 20 people back a month pays for the program by itself.