In a sector rooted in enjoyment, trust, and community, rewarding loyalty should feel exactly that – a reward. Loyalty pricing has become commonplace in UK supermarkets, with members paying less than non-members on thousands of products. While this approach drives what I’ve defined as the “Three S’s of Active Loyalty” (sign-ups, scan rate and sales) it has also sparked debate around fairness and transparency for customers, especially non-members who continue to play an importa

A Loyalty Customer Is for Life, Not Just for Christmas It’s easy to think of loyalty as something that peaks during the festive rush, but true loyalty extends far beyond December. That’s why the Golden Quarter isn’t just a sales opportunity,  it’s a relationship-building moment. When you make customers feel seen, appreciated, and delighted, you’re nurturing a connection that brings them back not only next Christmas, but throughout the entire year. Creating Joy Through Experie

In the world of loyalty programmes, it's easy to get caught up in points, tiers, and complex reward mechanics. Many brands build systems that require customers to spend heavily before they feel any benefit and by the time they reach those rewards, the emotional impact has faded. Waitrose has taken a different approach with its newly launched “Little Treats” rewards this month. And it’s a smart lesson in how emotional loyalty is built through small, meaningful moments, not jus