We design loyalty programs that drive acquisition spend engagement retention cost savings advocacy insight
The world’s only global pure-play loyalty consultancy
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Trending Insights & News
The Ultimate Guide To MyMcDonald’s Rewards
Since launching points earn in Europe in 2019, MyMcDonald's Rewards has grown into one of the largest loyalty programs on the planet. By the second quarter of 2025, the program had reached 185 million 90-day active users globally, with McDonald's publicly targeting...
Your Loyalty Program Is Your Most Valuable Data Asset
The conversation about loyalty programs has shifted. For years, the debate centred on reward economics: are points too expensive? Is the tier structure right? Are members actually redeeming? These are still valid questions, but they miss something much larger at the...
M&S Transforms Sparks: Pounds Not Points, Personalisation Everywhere
Marks & Spencer has relaunched its Sparks loyalty program with a fundamental shift in strategy: real money rewards deposited into a digital wallet, AI-powered personalisation, and a new partnership ecosystem anchored by Virgin Red. The announcement, made on 15...
How we create real value
Design
In-depth discovery of data, customers and frameworks.
Comprehensive strategy to engage, retain and delight.
Implement
Evaluation and selection of best suited technology.
Successful program implementation and launch.
Evolve
Data-driven optimisation and evolution
Expert loyalty ROI and financial management
World class clients demand world class work
Brands we’ve delighted
As the loyalty consulting experts, we are experienced in building and operating some of the most successful B2B and B2C loyalty programs across multiple industries globally.
FEATURED CLIENTS
Success stories
We create loyalty programs with impact. Learn about the problems we have solved and the success we have shared with some of the world’s best brands through loyalty consulting and operations.
We share as much knowledge as we can
Loyalty is our obsession
Our award-winning loyalty consultants constantly review the global market for customer loyalty trends, teach loyalty to marketing professionals, and literally wrote the book on loyalty.
BOOK
Loyalty Programs: The Complete Guide
A comprehensive and global view of all aspects of loyalty programs combining a wide range of academic research, customer loyalty, loyalty psychology and industry expertise.
DIRECTORY
Loyalty Technology Solutions Directory
A comprehensive, unbiased guide to global loyalty technology solutions, combining industry expertise, market insights, and in-depth vendor listings to help organisations select the right platforms with confidence.
SERIES
Do Loyalty Programs Work? Best-in-class Examples
WHITEPAPER
The Essential Eight™: Guiding Loyalty Principles
COURSE
Loyalty Programs: The Complete Masterclass
Read our latest expert insights
Aldi loyalty program, a different approach
Originally published in 2022. Updated in April 2026 to reflect that Aldi’s Pointless Points campaign is no longer running. The supermarket sector in Australia is...
The Ultimate Guide To AMC Stubs
Whether you're a casual moviegoer or a dedicated film buff, understanding the AMC Stubs membership options can save you significant money on tickets, concessions,...
The Ultimate Guide To MyMcDonald’s Rewards
Since launching points earn in Europe in 2019, MyMcDonald's Rewards has grown into one of the largest loyalty programs on the planet. By the second quarter of...