Spring Marketing

Harvey Nichols and the Idea That Loyalty Should Never Drift from the Brand There’s a myth in retail that loyalty programmes somehow live offshore, useful, yes, but disconnected from the brand’s creative heart. Take Harvey Nichols as an example which is a timely reminder that the opposite should be true: a loyalty programme should never drift away from the coast of your brand. The British department store has announced an upgrade to its loyalty programme as part of broader transformation...

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 important contribution...

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 Experience For our...