> ## Documentation Index
> Fetch the complete documentation index at: https://developers.mageloyalty.com/llms.txt
> Use this file to discover all available pages before exploring further.

# customer.tier_downgrade

> Fired when a customer is moved down to a lower VIP tier.

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.

## Payload fields

| Field                 | Type           | Description                                                                                                                                                      |
| --------------------- | -------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| `shopify_customer_id` | string         | The customer's Shopify customer ID                                                                                                                               |
| `email`               | string \| null | The customer's email address                                                                                                                                     |
| `previous_tier`       | string         | The tier the customer was on before the downgrade. Always a string: a tier name, or the literal string `"None"` if the customer had no prior tier (never `null`) |
| `new_tier`            | string         | The tier the customer has been moved to                                                                                                                          |
| `lifetime_points`     | integer        | The customer's all-time total earned points                                                                                                                      |

## Example payload

<ResponseExample>
  ```json customer.tier_downgrade theme={null}
  {
    "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
    }
  }
  ```
</ResponseExample>

## 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