The 20/20/10 framework sets three year-over-year targets: a 20% increase in loyalty members, a 20% increase in average ticket, and a 10% increase in total sales.
These aren't three independent goals — they compound. Acquiring more loyalty members matters because a member typically spends several times more than a non-member over time, which is what drives the average-ticket goal. Improving average ticket through smart, well-targeted campaigns and challenges is, in turn, what actually produces the total sales increase. In other words, the two 20% goals aren't the end target — they're the mechanism that gets you to the 10%.
The practical rule: don't try to move all three numbers at once. Spreading effort across all three at the same time waters down the impact on each. Instead, look at your own numbers — available directly in AppFront Insights, which can be filtered specifically to loyalty members — to see which of the three is currently your weakest link, then focus your challenges and campaigns on that one metric for the quarter. Ideally, plan your challenge calendar a full quarter ahead so you're never scrambling to hit a goal you just identified.