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Loyalty Strategy, Prop & Program Design

T&H CX > CUSTOMER EXPERIENCE AGENCY > ACTIVATION > Loyalty strategy, proposition & program design

Build loyalty programs that go beyond points and perks

Design your loyalty program

The Foundation for Retention

Loyalty is an outcome, not a program. It’s the result of creating meaningful, valuable connections that customers choose to return to again and again.

We design loyalty strategies, propositions and programs that move beyond transactional discounts, aligning customer expectations with your commercial goals. The result is a loyalty ecosystem that excites customers, differentiates your brand and proves its worth in ROI.

Why It Matters

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Without a clear loyalty strategy, brands often face:

  • Programs focused on discounts that erode margin

  • Poor engagement or low redemption rates

  • Lack of differentiation in crowded markets

  • Inability to measure ROI or justify investment

  • Programs that don’t connect to broader CX or brand strategy

When loyalty is designed strategically, it becomes a growth engine: retaining customers, increasing lifetime value and strengthening advocacy.

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A trusted partner to Australia’s leading customer-obsessed brands

 

What We Deliver

Loyalty Strategy

Define the role loyalty plays in your business and how it connects to CX and growth ambitions.

Proposition Design

Create a compelling value exchange that balances customer relevance with commercial sustainability.

Program Architecture

Design program structures, tiers and mechanics (transactional, experiential, or hybrid) that drive engagement.

Measurement Framework

Establish metrics and dashboards to link loyalty activity to retention, lifetime value and ROI.

Our Approach

1. Discover

Research customers, competitors and market expectations.

2. Design

Shape loyalty strategy, proposition and program mechanics.

3. Deliver

Create an actionable roadmap for launch, optimisation and measurement.

Our Difference

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Too many loyalty programs are copied from competitors or driven by short-term promotions. Ours are built to last.

We combine customer insight with commercial pragmatism to design loyalty that strengthens brand relationships while proving its financial impact. Our team has worked on programs across industries, blending creativity with measurement rigour so your loyalty investment delivers returns — not just points.

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The Value You’ll Gain

  • A clear loyalty strategy aligned with business and CX goals

  • A differentiated value proposition that resonates with customers

  • Program architecture that drives engagement without draining margin

  • ROI clarity, with loyalty linked directly to retention, spend and lifetime value

  • A program design that strengthens brand preference in competitive markets

Types of Engagements

Workshops

Co-design sessions to refine loyalty propositions and mechanics.

Defined Scope Projects

End-to-end loyalty strategy, proposition and program design delivered with roadmap and measures.

Embedded

Ongoing partnership to optimise and evolve loyalty programs post-launch.

When to Choose This Service

  • Your existing loyalty program struggles with engagement

  • You’re launching a new brand or product needing a loyalty engine

  • Competitors’ programs are outperforming yours

  • ROI on loyalty is unclear or questioned by leadership

  • You want loyalty to be a driver of CX and customer lifetime value

FAQ’S

Success comes from balancing emotional engagement with commercial value. The best programs excite customers while driving measurable ROI.

The goal is to identify strengths, uncover areas needing improvement, and ensure that every customer interaction contributes positively to overall satisfaction and loyalty. This audit provides invaluable insights into how customers perceive and interact with a brand, guiding strategic decisions to enhance the overall CX.

Not necessarily. Tiers work in some categories, but others benefit more from simplicity or experiential rewards.

By highlighting these areas, businesses are able to make data-driven decisions that can improve satisfaction, cultivate brand advocates, enhance brand loyalty, and ultimately increase sales and customer retention. It's an essential tool for staying competitive and ensuring that customer experience aligns with the brand promise.

Typically 8–12 weeks depending on complexity and research required.

Yes. We often audit and rebuild underperforming programs to increase relevance and ROI.

Through metrics like retention, frequency of purchase, customer lifetime value and incremental revenue.

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Tortoise & Hare
Customer Experience Agency

27 - 29 Watt St, Newcastle,
NSW, 2300, Australia
+61 (02) 8667 5310

© 2025 Tortoise & Hare. Tortoise & Hare is a registered trademark and business name of Australian Marketing Initiatives Pty Ltd (ABN 60‍ 169‍ 071‍ 783‍)