Loyalty programme design and strategy for retail, hospitality and consumer brands. We design the value exchange, membership journey and economics so your programme earns repeat purchase, rather than giving margin away as points.
Most schemes reward customers for what they'd have bought anyway. The cost shows up in margin; the extra visits don't.
Blanket promotions train customers to wait for the next offer, and the programme turns into a discount channel.
Members sign up, but their data never turns into personalised offers, better service or commercial decisions.
Who your best customers are, what a repeat purchase is worth, and what the programme can afford to give back, so it pays for itself. Our retention guide covers the levers.
What members get that they'd genuinely miss: recognition, access, service and experiences, not just points.
Joining, the first reward, everyday use, moving between tiers and win-back, across store, app and online, with the touchpoints that carry it.
Measure repeat purchase and spend for members against similar non-members, then keep the rewards that change behaviour and cut the ones that don't.
A customer-led transformation strategy for one of Dubai's largest community retailers.
Union Coop had strong assets in place — a live loyalty platform, quantified customer segments and deep community trust — but an operating model built around cost and margin rather than the customer.
Built the strategy to move from cost-led to customer-led on two parallel tracks. The customer transformation: sharper member propositions, effortless experience, personalised engagement and a loyalty relationship rather than a points scheme. The business transformation: the operating model, journey ownership, customer measurement and governance needed to make customer decisions stick.
A board-ready transformation roadmap, sequenced from early wins self-funded by reallocating blanket promotion spend, through to the operating-model shifts that sustain them, with a customer P&L read beside the financials.
We developed LEGO's customer loyalty strategy and the experience design behind it — the value exchange, membership journey and touchpoints — so the programme reinforces the brand rather than sitting alongside it as a bolt-on discount scheme.
Through loyalty programmes, lifecycle journeys and win-back campaigns, our team has delivered a 10% increase in repeat purchase.
“Kajol has a unique blend of energy and creativity that is truly inspiring. A problem solver at heart, she excels as a consultant and is someone you want to turn to whenever a challenge arises—even as a friend. Beyond her talent and skills, what I admire most about Kajol is her attitude toward both life and work, which is something you can't easily find or teach. This is what makes her a force to be reckoned with!”
One that changes behaviour profitably: members visit more often or spend more than similar non-members, by more than the programme costs. That usually needs a value exchange customers genuinely want — recognition, access, service or experiences — not just points.
Points suit frequent, lower-value purchases. Tiers suit businesses where your best customers are worth far more than the average. Many programmes combine both. Decide on your customer economics, not on what competitors run.
Compare members with similar non-members on visit frequency, spend and retention, then subtract the cost of rewards, technology and running the programme. If the uplift doesn't beat the cost, change the value exchange.
Yes. The fastest wins often come from fixing an existing programme: cutting rewards that don't change behaviour and reinvesting in the ones that do. For Union Coop, the roadmap started with early wins funded by reallocating blanket promotion spend.
Our team developed LEGO's customer loyalty strategy and the experience design behind it, and built the customer-led transformation strategy for Union Coop, one of Dubai's largest community retailers, including the move from a points scheme to a loyalty relationship.
Tell us how your programme works today. We'll tell you, straight, what's earning repeat purchase and what's just giving margin away.