Loyalty programme

A loyalty programme gives customers a structured reason to keep buying from one brand, usually through points, tiers, or member-only pricing and access. Lifecycle teams care because enrolment produces identified, consented purchase data, including in shops, which makes every other segment sharper. The trap is paying for behaviour that would have happened anyway: discounting your best customers without shifting their frequency. Judge it on incremental margin against a holdout, not on member spend, which is self-selecting.