Birthday wishes are one of the simpler features on Primo, and it's worth being clear about exactly what it does — and what it doesn't.
How it actually works
When a customer joins a shop's loyalty card, they can optionally add their birthday — this step can always be skipped. If they do add it, staff can see it on the shop's customer list in the dashboard, along with everyone else's, so it's easy to notice whose birthday is coming up.
What happens next is entirely up to the shop. Primo doesn't send an automatic birthday message, discount, or notification on its own — it simply makes the information visible so staff can decide how they want to acknowledge it, whether that's a free add-on, a small discount, or just a genuine "happy birthday" when that customer visits.
Why it's built this way
Keeping this staff-driven rather than fully automatic means a shop can make it feel personal — a birthday gesture from an actual person tends to land better than an automatic message from an app, especially for small, regular-facing businesses like cafes, bakeries, and salons.