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Fired when a customer’s lifetime points no longer meet the threshold for their current VIP tier and they are moved to a lower one. This typically happens on a lifetime points recalcuation.

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Payload fields

FieldTypeDescription
shopify_customer_idstringThe customer’s Shopify customer ID
emailstring | nullThe customer’s email address
previous_tierstring | nullThe tier the customer was on before the downgrade
new_tierstringThe tier the customer has been moved to
lifetime_pointsintegerThe customer’s all-time total earned points

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Example payload

{
  "event": "customer.tier_downgrade",
  "shop": "my-store",
  "timestamp": "2026-02-18T12:00:00.000Z",
  "data": {
    "shopify_customer_id": "6789012345",
    "email": "jane@example.com",
    "previous_tier": "Gold",
    "new_tier": "Silver",
    "lifetime_points": 800
  }
}

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Common use cases

  • Send a re-engagement email encouraging the customer to earn more points
  • Update the customer’s segment or tag in your marketing platform
  • Offer a limited-time bonus points promotion to help them regain their tier
  • Log tier changes for churn analysis and reporting