Episodes

  • The Discount Trap: How Brands Create the Behaviours They Hate

    The Discount Trap: How Brands Create the Behaviours They Hate
    Dec 8 2025
    Most marketers think discounts drive behaviour. But what if they’re actually training customers in ways that are almost impossible to undo? In this episode, we dive deep into how brands accidentally shape customer habits — from “wait for discount day” behaviour at Mannings, to the M&S staff quietly advising shoppers to hold out, to Pizza Express becoming synonymous with vouchers. Packed with insights, and practical strategy — this episode will change how you think about price, promotions, and loyalty.
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    Less than 1 minute
  • Disrupting Flow: How Loyalty Loses Its Rhythm

    Disrupting Flow: How Loyalty Loses Its Rhythm
    Nov 14 2025
    Loyalty breaks when flow does. In this episode of Loyalty Unlocked, we unpack how pricing tactics, status games, and “easy wins” can derail engagement. From Tesco to Cathay to coalition loyalty, they show why true design means balancing challenge, recognition, and reward—and why sometimes, the hardest thing is to keep the rhythm. Please note: This podcast, the script and the voices are AI generated based on articles written by Mark Sage.
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    Less than 1 minute
  • Tariffs, Tarts, and Tracker Funds: Finding the Flow in Loyalty

    Tariffs, Tarts, and Tracker Funds: Finding the Flow in Loyalty
    Nov 1 2025
    What do Donald Trump’s tariffs, a KFC egg tart, and a Coke-can radio have in common? They all show why people stay engaged when effort meets reward in just the right balance. In this episode, we unpack the psychology of flow — from Skinner’s reinforcements to Csikszentmihalyi’s sweet spot — and explain why making loyalty programmes “too easy” can actually kill participation. Expect insights, laughter, and maybe a little unexpected economics along the way. [Disclosure: Voices and Script AI driven].
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    10 mins
  • The Hidden Design of Loyalty

    The Hidden Design of Loyalty
    Oct 9 2025
    Most loyalty programs look the same — points, tiers, discounts — yet some capture our attention while others quietly fade into the background. So what makes the difference? In this episode, we go beneath the surface to uncover the hidden design of loyalty — the psychology that keeps members coming back long after the novelty wears off. From B.F. Skinner’s 1930s experiments in Minnesota to the way our phones “ping” us into action, we explore how reinforcement schedules, habit loops, and smart design choices shape the success of loyalty programmes. You’ll learn: • Why predictable rewards fade — and unpredictable ones endure. • How variable reinforcement drives engagement (and addiction). • The real reason daily offers and notifications work. • Why good design matters more than demographics. • How to layer mechanics that make loyalty stick. The secret to loyalty isn’t more partners or bigger rewards — it’s the psychology beneath the points. Discover how small design choices can rewire behaviour and turn an ordinary program into one people can’t stop using.
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    12 mins
  • The Point of Points

    The Point of Points
    Sep 24 2025
    Asda’s bold “Pounds not Points” scheme looked like a runaway success with 6 million members in its first year — but by 2025 it was being called “all but dead.” In this episode of Loyalty Unlocked, we explore what went wrong, compare Asda’s retreat with Tesco’s Clubcard surge and Nectar’s coalition reach, and share lessons from yuu Rewards in Hong Kong. The takeaway? Points aren’t the point — participation is.
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    15 mins
  • Structuring Loyalty

    Structuring Loyalty
    Aug 25 2025
    Structuring loyalty isn’t about cost lines or neat P&Ls—it’s about leverage, proof, and being relentlessly customer-led. In this episode, we unpack how loyalty programmes should be designed inside organisations, why orchestration beats ownership, and what it takes to keep CFOs, partners, and customers all on board. With case studies from Boots and Nectar in the UK, yuu Rewards in Hong Kong, and Masan in Vietnam, this is a deep dive into how to turn loyalty into a true growth platform
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    18 mins
  • Five Years of yuu Rewards: What We Got Right in Design

    Five Years of yuu Rewards: What We Got Right in Design
    Jul 25 2025
    In this episode of Loyalty Unlocked, Mark reflects on the design thinking behind yuu Rewards, five years after its launch. Exploring how constraint shaped every decision and why the real challenge wasn’t launching a loyalty programme, but earning a place in the customer’s day. From card sorting to emotional testing, we reveal how the app was built not just to function, but to connect.
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    12 mins
  • The Art of Collecting

    The Art of Collecting
    Jul 11 2025
    From childhood Panini albums to digital stamp cards in convenience stores, the urge to collect runs deep. In this episode, we explore how the psychology of collecting—progress, completion, and priming—can be harnessed in modern loyalty programs. Breaking down real-world examples from yuu Rewards, including how we combined points and stamps to drive frequency, build habit, and boost engagement. It’s part nostalgia, part behavioural science, and packed with loyalty strategy lessons. Read more at https://medium.com/@marksage/
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    10 mins