Loyalty Unlocked

Breaking the Known Buyer Bias

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

Message. Not the Messenger.

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

Rethinking loyalty myths

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

Mastering Loyalty Communication Strategies

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.