What if you could predict how millions of customers would behave before your loyalty programme even launched?

In this episode of Loyalty Unlocked, we explore why enrolment isn’t random — it’s remarkably consistent. From Galton’s bead box to Rogers’ Diffusion of Innovation and the predictive power of NBD-Dirichlet, we break down the behavioural science behind loyalty adoption.

You’ll hear how the 4–40–400 Rule has shaped some of the world’s biggest launches, including yuu Rewards, and how you can use it to estimate not just when customers will join — but how many. Because when you understand the crowd, you don’t need to guess.

In this episode of Loyalty Unlocked, we dive into one of the most debated questions in retail and loyalty - Do discounts drive more value or do loyalty points win in the long run?

Drawing on experiences from yuu Rewards, Nectar and Tesco Clubcard, we explore why points - despite offering less immediate value - can outperform discounts in driving customer spend and engagement. We break down the behavioural biases at play and share practical takeaways on when to use points, when to use discounts, and how to design offers that truly move the needle.

Read the full article at https://medium.com/@marksage/the-points-illusion-how-loyalty-rewards-outsell-discounts-106bd53d5a22

In this episode of Loyalty Unlocked, we discuss a surprising loyalty strategy - why making redemption harder can actually make it better. Diving into the psychology behind Considered Redemption, we see how yuu Rewards strategically added friction to boost customer spend, and why instant redemption at checkout can actually reduce long-term value. Mark shares real data and key lessons for loyalty marketers. If you think easier is always better, this episode might just change your mind!

Read me at https://medium.com/@marksage/designing-in-cx-friction-to-drive-customer-value-cbcdd4c9d6fd

In this episode, we dive into the real role of loyalty programs - why they don’t drive new customer acquisition but are essential for increasing market share. We’ll explore the difference between market penetration vs. market share, and why, whilst physical availability is the key to brand growth, loyalty marketing can be key to driving mental availability and market share. If you’ve ever wondered how to truly maximise the impact of your loyalty program, this episode is for you. Tune in now!

Read me at https://medium.com/@marksage/how-brands-grow-with-loyalty-a69cc237d8c3

From loyalty programs to performance marketing, are we truly driving incremental sales, or just uncovering purchases that were inevitable? Marketers pride themselves on precision targeting, but what if that focus is actually limiting growth?

In this episode, we uncover the Known Buyer Bias—the tendency to over-prioritise existing customers while missing the real opportunities in the gaps. With real-world examples and hard data, we’ll challenge conventional wisdom and reveal why balancing Lifetime Value and Potential Value, along with Current and Future Demand, is the key to real, sustainable growth

Read the full article at https://medium.com/@marksage/known-buyer-bias-4ddeaf74f4e1

Marketers love to separate “brand” from “performance,” but it’s the message, not the medium, that drives impact. In this episode we'll explore how loyalty programs are more than just retention tools—they’re powerful, first-party marketing channels for both brand growth and sales. We'll also reveal how consistent messaging, reduced “burstiness,” and a strategic approach can turn loyalty into a true brand-building engine. If you’re only using loyalty for transactions, you’re leaving money—and brand equity—on the table.

Read the full article at https://medium.com/@marksage/message-not-messenger-fdf70fc42f35

Everything we thought we knew about loyalty might just be wrong. For years, marketers have clung to beliefs like the 80/20 rule, the cost of acquisition vs. retention, and the idea that loyalty members are inherently more valuable. But what if these so-called "truths" are not quite what they seem to be. What if loyalty could do more? In this episode we explore how we might need to re-think what loyalty marketing means.

Read more at https://medium.com/@marksage/rethinking-loyalty-myths-bbbadefbb7c5

This episode unpacks the key types of loyalty communications, from Lifecycle to Operational and Targeted, and their role in engaging customers. Featuring insights from loyalty expert Mark and a case study on yuu Rewards, we discuss communication gaps, actionable strategies, and how marketing journeys have evolved to reinvigorate loyalty programs.