Revamp Points-Earning Structure

I already have a live loyalty points system, but members aren’t earning in a way that pushes them to buy more or stay active. I’d like you to examine how points are currently awarded, show me where the friction or weak incentives are, and then propose a clearer, more motivating earning model... (Budget: $15 - $25 USD, Jobs: Business Analysis, Business Consulting, Customer Retention, Customer Strategy, Data Visualization, Gamification, Report Writing)