Loyalty Programme Design & Optimisation
This service supports organisations seeking to launch a new loyalty programme or improve one that is failing to drive behaviour or ROI. Wycane reviews programme mechanics, benefits, engagement levels, and cost structures to understand what is working and where value is being lost.
Programmes are redesigned to prioritise retention, repeat behaviour, and advocacy rather than excessive discounting. Wycane strengthens programme governance and measurement, ensuring loyalty initiatives are commercially sustainable and aligned with long-term value creation.
Case Study
A Retailer’s Loyalty Programme Was Not Delivering ROI
Client Overview
A mid-sized retail organisation operated an established loyalty programme that was experiencing declining engagement and poor commercial returns.
Challenge
Despite strong customer sign-up numbers, the loyalty programme failed to influence behaviour or deliver measurable ROI. The programme was overly discount-driven, costly to operate, and lacked clear performance metrics.
Our Approach
A Loyalty & Engagement Health Check was conducted including:
Reviewing programme performance, costs, and customer behaviour.
Assessing alignment between rewards, desired behaviours, and commercial outcomes.
Identifying structural weaknesses in programme design and measurement.
Redesigning loyalty mechanics to shift focus from discounts to engagement and value.
Outcome
The retailer refocused its loyalty programme around behaviours that drove repeat visits, basket size, and advocacy, supported by clearer measurement and governance.
Impact
Improved engagement among profitable customer segments.
Reduced reliance on margin-eroding discounts.
Clearer visibility of loyalty ROI at leadership level.
