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
How to audit your current loyalty stack and cut costs without harming retention
When I first audited a client's loyalty stack, their tech bill made my eyes water: four different vendors doing overlapping tasks, a rewards wallet no one used, and an expensive points liability that barely moved the retention needle. I’ve since run audits for a dozen SMEs and learned that the...
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Loyalty Programs
How small retailers can use transactional data to create personalised email rewards with Klaviyo
I often get asked by small retailers how they can turn the transactional data already sitting in their shop or e‑commerce platform into personalised email rewards that actually drive repeat purchases. The short answer: you don’t need a data science team — you need clear rules, simple segments...
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Data & Analytics
Using cohort analysis to prove whether your welcome offer is worth the cost
When a new customer signs up and redeems your welcome offer, it feels great. But that first thrill can hide a costly truth: is that discount or free gift actually bringing long-term value, or simply accelerating churn and masking acquisition inefficiency? I use cohort analysis as my go-to way to...
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Loyalty Programs
A simple framework to set measurable KPIs for your loyalty programme in 30 days
I’m often asked by founders and marketing teams: “Can we set sensible, measurable KPIs for our loyalty programme without months of analysis or a data team?” The short answer is yes — if you follow a simple, time-boxed framework that forces clarity, prioritisation and quick wins. Over the...
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Customer Retention
Turn one-off buyers into subscribers: a playbook for service-based SMEs
I’m going to assume you’ve experienced this: a customer books a one-off service, they’re delighted, and then… silence. Turning that one-off win into a predictable, recurring relationship is the fastest and most reliable way I know to grow revenue for service-based SMEs. Below is a practical...
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Loyalty Programs
Segment-first loyalty: when to target casual buyers with surprise rewards
I remember the first time I recommended a “surprise and delight” experiment to a client who sold kitchenware online. They were obsessed with their top 10% of customers — rightly so — but overlooked a much larger group that could be nudged into higher lifetime value with small, well-timed...
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Customer Retention
Designing a referral funnel that turns occasional shoppers into habitual customers
I’ve run referral tests for dozens of small and mid-sized brands, and one lesson keeps coming back: a referral program that only brings new customers isn’t enough. If you want referrals to be a repeatable growth channel, the funnel must be built to turn those occasional shoppers into habitual...
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Loyalty Programs
Why your points program isn’t increasing LTV (and the 5 fixes that actually work)
When a client asks me why their points program isn’t moving the needle on customer lifetime value (LTV), the answer is rarely “points are bad.” More often it’s “your program is doing the wrong things well.” I’ve seen dozens of well-intentioned points schemes that generate vanity...
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