4–6 WEEKS · FIXED SCOPE · PRICING ON REQUEST
Loyalty Strategy
Loyalty as a revenue lever — not a points programme.
You have a loyalty programme. You do not have a loyalty strategy.
Most loyalty programmes are launched fast as a product feature and never audited. They reward behaviour the business would get for free, miss the high-value cohorts that actually move revenue, and burn margin without measurable lift. Status tiers were designed three years ago. Reward catalogues grew by addition, not by design. Nobody can tell you which cohorts the programme actually moves.
Loyalty done well is the most defensible revenue lever in CRM. Loyalty done badly is an expensive habit. This advisory engagement is for leaders who want senior judgement before they spend more margin and money on rewards.
This is for you if:
- You are designing a loyalty programme from scratch and want senior input before you commit to a structure
- Your existing programme has grown without strategy and needs an honest audit
- You are responsible for high-value cohorts: VIPs, top tiers — and want a strategy to grow and retain them
- You need to make the loyalty business case to your CFO and want the economics modelled properly
- You are a games, iGaming, fintech, or consumer leader where loyalty is the difference between flat retention and compounding revenue
How it works.
Week 1 — Loyalty Diagnostic
Audit where loyalty currently sits in your business: programme, status, rewards, comms, points
Map the cohorts driving your revenue today and the ones at risk
Review what you reward, why, and whether the unit economics work
Benchmark against comparable programmes in your vertical
Weeks 2–3 — Strategic Loyalty Framework
Define what loyalty is for, in your business: transactional, emotional, or both
Apply the behavioural framework: status, rewards, exclusivity, experience — and which levers matter most for your cohorts
Map where loyalty integrates with the rest of lifecycle — it is not a silo
Design the cohort and tier model: which users sit where, how they move between tiers, what each tier earns
Weeks 4–5 — Programme Design
Tier architecture: how many tiers, the thresholds, the upgrade and downgrade mechanics
Currency design where applicable: points, coins, badges, streaks, status
Reward catalogue: what to offer at each tier, what costs what, what is emotional vs functional
Loyalty economics: cost of rewards vs LTV uplift, cannibalisation, margin impact
CRM operationalisation: the triggers, segments, journeys and comms that bring the programme to life
Measurement framework: incrementality of the programme, not surface engagement metrics
Week 6 — Workshop and Senior Leadership Presentation
Workshop with your loyalty, CRM, product, and commercial leaders: walk the framework, agree the programme design
Build the senior leadership and strategy deck
90-minute presentation to your C-suite or VP layer, designed to secure commitment and budget
Deliverables.
- Loyalty Strategy Advisory Document — full framework, programme design, and economics
- Cohort and Tier Model
- Reward Catalogue and Currency Design Recommendations (if needed)
- Loyalty Economics Model — rewards cost vs LTV uplift per cohort
- CRM Operationalisation Playbook — triggers, journeys, comms
- Measurement and Incrementality Framework
- Workshop — facilitated with your loyalty / CRM / product / commercial leaders
- Senior Leadership Presentation — 90-minute working session with your C-suite or VPs
A loyalty strategy that earns its margin back.
You leave with a programme designed against your unit economics, your high-value cohorts, and the behavioural levers that actually drive retention in your category. Your leadership can see what the programme costs, what it returns, and which cohorts it moves. Your CRM team has the operating playbook to deliver it.
Pricing on request. Free 30-minute scoping call first. Pricing on request. Engagements often follow a CRM Audit or a Lifecycle Strategy engagement.
Build my loyalty strategy →