Loyalty Unlocked
Episodes
The Discount Trap: How Brands Create the Behaviours They Hate
08 Dec 2025
Contributed by Lukas
Most marketers think discounts drive behaviour. But what if they’re actually training customers in ways that are almost impossible to undo? In this...
Disrupting Flow: How Loyalty Loses Its Rhythm
14 Nov 2025
Contributed by Lukas
Loyalty breaks when flow does. In this episode of Loyalty Unlocked, we unpack how pricing tactics, status games, and “easy wins” can derail engag...
Tariffs, Tarts, and Tracker Funds: Finding the Flow in Loyalty
01 Nov 2025
Contributed by Lukas
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 ...
The Hidden Design of Loyalty
09 Oct 2025
Contributed by Lukas
Most loyalty programs look the same — points, tiers, discounts — yet some capture our attention while others quietly fade into the background. So ...
The Point of Points
24 Sep 2025
Contributed by Lukas
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 calle...
Structuring Loyalty
25 Aug 2025
Contributed by Lukas
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 unp...
Five Years of yuu Rewards: What We Got Right in Design
25 Jul 2025
Contributed by Lukas
In this episode of Loyalty Unlocked, Mark reflects on the design thinking behind yuu Rewards, five years after its launch. Exploring how constraint sh...
The Art of Collecting
11 Jul 2025
Contributed by Lukas
From childhood Panini albums to digital stamp cards in convenience stores, the urge to collect runs deep. In this episode, we explore how the psycholo...
Brand Loyalty in the Age of AgenticAI
15 Jun 2025
Contributed by Lukas
In this episode of Loyalty Unlocked, we explore how agentic AI is fundamentally reshaping brand visibility - shifting power from awareness to relevanc...
Coalition Loyalty: Reinvented, Not Retired
21 May 2025
Contributed by Lukas
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 loyal...
Follow the Crowd: The Science of Predicting Loyalty Enrolment
22 Apr 2025
Contributed by Lukas
What if you could predict how millions of customers would behave before your loyalty programme even launched? In this episode of Loyalty Unlocked, w...
The Points Illusion: How Loyalty Rewards Outsell Discounts
31 Mar 2025
Contributed by Lukas
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 loyalt...
Why easy redemption isn't always better redemption
17 Mar 2025
Contributed by Lukas
In this episode of Loyalty Unlocked, we discuss a surprising loyalty strategy - why making redemption harder can actually make it better. Diving into ...
How Brands Grow (with Loyalty)
12 Mar 2025
Contributed by Lukas
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 mar...
Breaking the Known Buyer Bias
01 Mar 2025
Contributed by Lukas
From loyalty programs to performance marketing, are we truly driving incremental sales, or just uncovering purchases that were inevitable? Marketers p...
Message. Not the Messenger.
17 Feb 2025
Contributed by Lukas
Marketers love to separate “brand” from “performance,” but it’s the message, not the medium, that drives impact. In this episode we'll explo...
Rethinking loyalty myths
11 Feb 2025
Contributed by Lukas
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 acquisiti...
Mastering Loyalty Communication Strategies
05 Feb 2025
Contributed by Lukas
This episode unpacks the key types of loyalty communications, from Lifecycle to Operational and Targeted, and their role in engaging customers. Featur...