Which third‑party loyalty app is actually worth the monthly fee for a £1m turnover shop
When a shop turning over around £1m asks me whether a third‑party loyalty app is worth the monthly fee, the right answer is rarely “yes” or “no” in the abstract. It depends on where you are in your customer lifecycle, what your tech stack looks like, and—crucially—what you expect the...
Featured
How to design a partner rewards exchange with local businesses that increases basket size by 12%
I ran a small pilot last year that linked our loyalty programme to a network of local cafés and...
Swap generic points for behavioural nudges: a step‑by‑step test to lift month‑two retention
When I audit loyalty programmes for SMEs, one pattern keeps repeating: brands offer generic points...
How to prove a loyalty pilot will pay back within 90 days using only till data
When a founder or marketing lead asks me whether a loyalty pilot can pay back within 90 days using...
A simple rfm test to spot loyalty tier cannibalisation before you relaunch
I’m about to walk you through a quick, pragmatic RFM test I use with clients when they’re...
Exactly how to use email frequency and microrewards to stop second-purchase drop-off in boutique ecommerce
I see the second-purchase cliff more often than I’d like. A customer buys once, loves the...
When to swap points expiry for spend-based resets: a step-by-step playbook for small retailers
I’ve worked with dozens of small retailers wrestling with one loyalty mechanic in particular:...
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Loyalty Programs
When to integrate a third-party loyalty platform vs building your own — a decision matrix for SMEs
I get asked all the time by founders and marketing teams whether they should build their own loyalty program or buy a third‑party platform. The right choice isn’t binary — it depends on your stage, technical capacity, budget and the behaviours you actually want to drive. Over the years I’ve...
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Data & Analytics
How to create a loyalty dashboard in Google Data Studio that execs will actually read
When I’m asked to audit a loyalty programme the first thing I do is open the metrics — but the second thing I do is ask who will read the report. Too often teams build dashboards for themselves: detailed, granular, and perfect for analysts. That has value. But if your goal is to convince an...
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Loyalty Programs
Why tiered expiry rules can save your program from points liability and how to implement them
I often get asked by founders and marketing leads how to stop their loyalty programme from becoming a financial headache. Points liability — the future cost of outstanding rewards — quietly grows on every balance sheet and can turn a neat retention tool into a budgeting problem. One of the most...
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Customer Retention
Designing a trial-to-loyalty path for SaaS startups that reduces churn in month two
Month two churn is the silent killer for many SaaS startups. You get sign-ups, they try the product, maybe they even convert in week three — and then they quietly disappear in month two. I’ve seen this pattern again and again working with startups: the first touchpoints are good enough to spark...
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Loyalty Programs
The psychology behind surprise rewards and exactly when to send them in the customer journey
I still remember the first time a small coffee chain I was advising surprised me with a free pastry after two weeks of no visits. It wasn’t a flashy campaign — just a heartfelt note in the app and a voucher that expired in three days — but it worked. I went back that afternoon, bought a...
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Customer Retention
Practical ways to use NPS and behavioural signals together to predict churn risk
I often get asked by founders and marketing leads: “Should we keep asking NPS, or focus on behavioural data — and can we combine them?” The short answer from my work with SMEs is: you need both. NPS gives you a direct line to customer sentiment; behavioural signals tell you what customers are...
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Growth Strategies
Using LTV:CAC ratios to decide whether to increase acquisition incentives this quarter
I remember one spring when a client of mine—an independent apparel brand—asked whether they should double down on new-customer discounting to hit a quarterly revenue target. Their instinct was natural: acquisition feels immediate, measurable and sexy. What we needed instead was a disciplined...
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Loyalty Programs
How to run a low-budget pilot loyalty campaign that proves value to stakeholders
Running a loyalty pilot on a shoestring budget is one of my favourite ways to win sceptical stakeholders over. When you can point to a simple, low-risk test that produced an uplift in repeat purchase rate, or a clear increase in customer lifetime value (CLV), conversations stop being theoretical...
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Loyalty Programs
How to build a 3-tier loyalty program that boosts repeat visits for independent cafes
When I work with independent cafés, the most common brief I hear is simple: “Help us get customers to come back more often.” A well-designed 3-tier loyalty program is one of the most reliable ways to do that — it combines immediate gratification with clear progression, and it’s flexible...
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Case Studies
What we learned from A/B testing free shipping versus discount coupons in a boutique ecommerce store
I ran an A/B test in a small boutique ecommerce store to answer a question I get asked all the time: for growing SMEs, which incentive moves the needle more — free shipping or a discount coupon? The brand was a UK-based boutique selling apparel and accessories with average order value (AOV)...
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