Our Frameworks

Our retention and loyalty frameworks are designed to help brands improve customer retention, increase lifetime value and deliver measurable commercial return.

Unlike generic loyalty models, our frameworks are built around real customer behaviour, competitive benchmarking and commercial outcomes. They bring psychology, data and execution together into a clear strategy.

Each framework solves a specific retention challenge. Combined, they form a structured, repeatable approach to retention strategy design- ensuring brands invest in the right initiatives and see real ROI.

These are practical, execution-ready frameworks used with luxury brands, retail destinations and experience-led businesses where retention is a key growth driver.

The Retention Reality Index™

Purpose:
To understand how a brand performs on retention and loyalty compared to its true competitive set - not just industry averages.

How it works:
We assess competitors across 6 dimensions:

Customer repeat behaviour
Loyalty mechanics (earn, burn, benefits)
CRM sophistication
Personalisation maturity
Emotional vs transactional engagement
Ease of participation

Each is scored and weighted against:

category norms
brand positioning
customer expectations

Output:
A clear scorecard showing:

where the brand is underperforming
where competitors are winning loyalty
where white-space opportunities exist

The Loyalty Fit Diagnostic™

Purpose:
To stop brands launching the wrong loyalty initiatives for the wrong reasons.

Key inputs:

Customer behaviour patterns
Margin structure
Purchase frequency
Decision drivers (price, status, convenience, emotion)

Framework logic:
Not every brand needs:

points
tiers
perks
experiences
subscriptions

We map customer motivation vs business economics to identify the right loyalty mechanics.

Output:
A prioritised loyalty model aligned to profitability, not trends.

The Initiative Effectiveness Audit™

Purpose:
To assess whether existing retention activity is actually working.

Assessment areas:

Engagement vs noise
Cost vs incremental revenue
Behaviour change vs vanity metrics
CRM usage vs CRM capability

What it reveals:

What to stop
What to optimise
What to scale
What is actively harming retention

Output:
A clear improvement roadmap with quick wins and structural fixes.

The Loyalty Psychology Model™

Purpose:
To ground loyalty strategy in human behaviour, not assumptions.

Core drivers analysed:

Habit formation
Perceived value vs effort
Status and recognition
Loss aversion
Trust and consistency
Emotional memory

Applied to:

CRM messaging
Reward design
Frequency and cadence
Customer journeys

Output:
A psychologically sound loyalty and CRM approach that aligns with how people actually behave.