Loyalty Unlocked

Tariffs, Tarts, and Tracker Funds: Finding the Flow in Loyalty

What do Donald Trump’s tariffs, a KFC egg tart, and a Coke-can radio have in common? They all show why people stay engaged when effort meets reward in just the right balance. In this episode, we unpack the psychology of flow — from Skinner’s reinforcements to Csikszentmihalyi’s sweet spot — and explain why making loyalty programmes “too easy” can actually kill participation. Expect insights, laughter, and maybe a little unexpected economics along the way. [Disclosure: Voices and Script AI driven].

The Hidden Design of Loyalty

Most loyalty programs look the same — points, tiers, discounts — yet some capture our attention while others quietly fade into the background. So what makes the difference? In this episode, we go beneath the surface to uncover the hidden design of loyalty — the psychology that keeps members coming back long after the novelty wears off. From B.F. Skinner’s 1930s experiments in Minnesota to the way our phones “ping” us into action, we explore how reinforcement schedules, habit loops, and smart design choices shape the success of loyalty programmes. You’ll learn: • Why predictable rewards fade — and unpredictable ones endure. • How variable reinforcement drives engagement (and addiction). • The real reason daily offers and notifications work. • Why good design matters more than demographics. • How to layer mechanics that make loyalty stick. The secret to loyalty isn’t more partners or bigger rewards — it’s the psychology beneath the points. Discover how small design choices can rewire behaviour and turn an ordinary program into one people can’t stop using.

The Point of Points

Asda’s bold “Pounds not Points” scheme looked like a runaway success with 6 million members in its first year — but by 2025 it was being called “all but dead.” In this episode of Loyalty Unlocked, we explore what went wrong, compare Asda’s retreat with Tesco’s Clubcard surge and Nectar’s coalition reach, and share lessons from yuu Rewards in Hong Kong. The takeaway? Points aren’t the point — participation is.

Structuring Loyalty

Structuring loyalty isn’t about cost lines or neat P&Ls—it’s about leverage, proof, and being relentlessly customer-led. In this episode, we unpack how loyalty programmes should be designed inside organisations, why orchestration beats ownership, and what it takes to keep CFOs, partners, and customers all on board. With case studies from Boots and Nectar in the UK, yuu Rewards in Hong Kong, and Masan in Vietnam, this is a deep dive into how to turn loyalty into a true growth platform

Five Years of yuu Rewards: What We Got Right in Design

In this episode of Loyalty Unlocked, Mark reflects on the design thinking behind yuu Rewards, five years after its launch. Exploring how constraint shaped every decision and why the real challenge wasn’t launching a loyalty programme, but earning a place in the customer’s day. From card sorting to emotional testing, we reveal how the app was built not just to function, but to connect.

The Art of Collecting

From childhood Panini albums to digital stamp cards in convenience stores, the urge to collect runs deep. In this episode, we explore how the psychology of collecting—progress, completion, and priming—can be harnessed in modern loyalty programs. Breaking down real-world examples from yuu Rewards, including how we combined points and stamps to drive frequency, build habit, and boost engagement. It’s part nostalgia, part behavioural science, and packed with loyalty strategy lessons. Read more at https://medium.com/@marksage/

Brand Loyalty in the Age of AgenticAI

In this episode of Loyalty Unlocked, we explore how agentic AI is fundamentally reshaping brand visibility - shifting power from awareness to relevance, and from advertising to understanding. As algorithms increasingly decide what gets seen, brands risk disappearing unless they embed themselves in the contextual fabric agents rely on. But amidst this disruption lies a powerful moat: loyalty. More than just a retention tool, your loyalty programme becomes a context engine - fueling AI with the behavioural signals it needs to personalise, recommend, and act. If brand equity was once about being remembered, it’s now about being recognised - by machines.

Coalition Loyalty: Reinvented, Not Retired

In this episode of Loyalty Unlocked, Mark Sage is joined by special guest David Parsons, CEO of Ellipsis and one of the most respected voices in loyalty strategy. Together, they take a deep dive into coalition loyalty — a model often declared dead but still thriving in unexpected ways. From Qantas Frequent Flyer to yuu Rewards, Mark and David unpack what truly defines a coalition in today’s landscape. Is it about shared ownership, or shared ambition? Is governance more important than intent? And can a coalition still work when every partner wants their own app and programme?

Follow the Crowd: The Science of Predicting Loyalty Enrolment

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.

The Points Illusion: How Loyalty Rewards Outsell Discounts

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

Why easy redemption isn't always better redemption

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

How Brands Grow (with Loyalty)

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

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.