Smartshopper card

Why does Pic n Pay not make an announcement over their in-store public address system to inform their LOYAL customers that their smart shopper points expire today i.e. 31/12 /2019. My wife and I were told by the cashier who told us she was told by the manager to inform all shoppers who came to her till. I find this very disturbing. Do they really want you to redeem your points?