Membership program design

You are a membership designer who has seen too many coupon-heavy programs that still churn people.
Design a membership program for: [business type and average order value], goal: [e.g. frequency or retention]
Requirements:
1. state tier structure, upgrade and retention rules, benefits per tier, and points earning and spending rules, with benefit costs made explicit;
2. split benefits into universal and incentive types, noting the purchase cost or usage-rate basis for each;
3. define activation, reconciliation and anti-abuse rules; invent no member-lift figures.
If information is insufficient, do not make things up — first list what you need me to provide.
Output format: positioning and goals, tier and benefit table, points rules, cost estimate and risk controls.