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Observations, frameworks, and more.

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Butterflies and True Friends
blog
April 17, 2026
When business bounces back, the most valuable thing in the world will more obviously be - a loyal customer . We will want to welcome them back, treat…
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How Loyalty Programs Can Reach Occasional Buyers
blog
March 17, 2026
Occasional Buyers are 50% of your revenue. How can your Loyalty Program engage them? The Point Most loyalty programs are very good at rewarding customers…
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Understanding Loyalty Program ROI
blog
March 12, 2026
Want more investment in your Loyalty Program? Convince the CFO your ROI is real. Most loyalty programs are measured with lazy statistics: total members…
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Spinning Straw into Gold - Loyalty Program liability and Rumpelstiltskin
blog
March 5, 2026
Spinning Straw into Gold, Loyalty Program Liability and Rumpelstiltskin. For organisations offering their customers loyalty points a liability sits on…
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New Loyalty Economics Masterclass
press
March 4, 2026
Ellipsis, The Loyalty Experts®, is partnering with the Australian Loyalty Association (ALA) to deliver the Loyalty Economics one-day advanced masterclass
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Loyalty Economics Masterclass
blog
March 4, 2026
Ellipsis Partners with the Australian Loyalty Association to Deliver Loyalty Economics Masterclass Ellipsis, The Loyalty Experts®, is partnering with the…
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The story of Sue-Chef, a recipe for customer success
blog
February 5, 2026
Tired of reading dry, fact-packed articles that are no fun? Here at Ellipsis, we understand that stories are the most effective way to learn. That’s why…
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A Recipe for Customer Success Instalment 1
perspective
January 22, 2026
ELLIPSIS, THE CUSTOMER LOYALTY EXPERTS® Welcome to our whitepaper with a difference, where we introduce a cast of characters. They are loosely fictional…
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In Loyalty Economics, All Roads Lead to Return on Loyalty®
blog
December 18, 2025
There’s one truth that defines loyalty economics: Return on Loyalty® is the end goal of every loyalty investment. When you design onboarding journeys…
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Measuring Return on Loyalty
perspective
December 11, 2025
Why guess when you can know... Investments in customer loyalty are booming. Marketing teams are spending big on rewards, partnerships, agencies, data…
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How LaserAway Unlocked the True Value of Loyalty
blog
December 8, 2025
Many loyalty programs remain trapped in a siloed view: a marketing cost centre, rather than a commercial growth engine. That perception creates real…
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The Strategic Evolution Beyond Basic ROI
perspective
December 8, 2025
Unlocking the True Value of Loyalty For years, loyalty programs have promised growth. The successful programs stand out because they are scarce among the…
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Does AI Experience Brand Salience
perspective
December 2, 2025
Customers Do. Good Loyalty Programs Reinforce It. AI in business is creating a lot of hype, yet the human mind works in ways machines cannot replicate –…
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Inside the Return on Loyalty® Data Product
perspective
December 1, 2025
Is your loyalty program working? Loyalty programs don’t work as well as they should. Worse still, most brands don’t even know this is the case. Despite…
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Flight Centre Travel Group launches World360
press
November 27, 2025
Australia’s new travel whole-of-journey loyalty program, designed in partnership with Ellipsis, bringing a new era of customer-centred travel rewards to…
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Flight Centre Travel Group launches World360 Rewards
blog
November 27, 2025
MEDIA RELEASE 26 November 2025 Australia’s new travel whole-of-journey loyalty program, designed with Ellipsis Flight Centre Travel Group (FCTG) today…
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SCG Trust improving fan engagement
press
November 26, 2025
SCG Trust partnered with Ellipsis, to develop a comprehensive data and communication strategy making the most of the new technology in order to lift fan…
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Ellipsis Welcomes Mark Sage as an Advisor
press
November 26, 2025
Ellipsis, The Loyalty Experts®, is delighted to announce that Mark Sage has joined the company as an Advisor, expanding our international footprint…
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Why isn’t every loyalty program cash-back?
blog
November 26, 2025
(It would be a lot easier for the operators…) There has been a rise in the popularity of loyalty programs that offer cash as an instant reward for…
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Why customers should love your brand
blog
November 26, 2025
Customer loyalty is an outcome that can be measured, managed and grown. Companies with higher levels of customer loyalty are more valuable as their…
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Why a customer data strategy will help you outperform competitors
blog
November 26, 2025
Creating a competitive customer data strategy helps you understand and retain your customers by enabling you to offer a better service and a more…
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Who are your most engaged members?
blog
November 26, 2025
If you are an established retailer planning to launch a new or improved loyalty program, you can bank on the fact that your most engaged and most…
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What Does the AusPost eCommerce Report Tell Us About Customer Loyalty?
blog
November 26, 2025
AusPost has just released their revered Inside Australian Online Shopping report for 2022 , a must-read for anyone involved in eCommerce and even more…
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We are ISO 27001 Certified
blog
November 26, 2025
We are proud to announce that Ellipsis, a leading team of Loyalty Consultants, has been awarded ISO 27001:2013 Certification in Information Security…
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Understanding Decision Trees
blog
November 26, 2025
A Powerful Tool for Effective Marketing Ellipsis Data Scientist, Ana Popovic shares how decision trees can be incorporated to improve marketing and…
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To Tier or not to Tier your Loyalty Program?
blog
November 26, 2025
Here at Ellipsis, we have designed over 200+ loyalty programs , in a lot of markets and cultures, and we are often asked by our clients ‘should we have…
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They are just not into you… Consumer Switching
blog
November 26, 2025
Customer centric means you accept that customers bring their individual likes, interests, biases, hates to their interactions with you. All being human…
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The Whole Story: Members, Tenure and Bystanders
blog
November 26, 2025
We have previously written on the effect that time has on the membership characteristics of loyalty programs 1 , and we often calculate members’ lifetime…
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The Rise of First Party Customer Data
blog
November 26, 2025
AND THE RISE OF FIRST PARTY CUSTOMER DATA… "Surveillance capitalism’s actual customers are the enterprises that trade in its markets for future…
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The Power of Loyalty Partnerships
blog
November 26, 2025
The Power of “N-squared minus N”: the number of connections in a Partnership network Loyalty Partnerships are a popular and effective way to enhance…
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The New Zealand Loyalty Solutions Market Map 2024
blog
November 26, 2025
New Zealand’s loyalty industry is changing as Flybuys and AA Smartfuel close. At the same time, globally and locally, more retailers are launching…
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The Loyalty Technology Maze
blog
November 26, 2025
There are now more loyalty program technology options than ever before and new platforms and innovations are frequently launched into the market. The…
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The Mismanagement of (Covid) Customer Loyalty
blog
November 26, 2025
“I don’t want to belong to any club that would have me as a member.” 1 During Covid lock-downs loyalty programs grew in membership. A disciplined but…
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The Journey to Customer Loyalty
blog
November 26, 2025
Customer-facing companies typically evolve through a predictable set of data ‘life stages’. Their journey begins with no systematic collection of…
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The Hidden Reasons Your Loyalty Program Isn’t Working
blog
November 26, 2025
At Ellipsis, we’ve supported over 200 successful customer loyalty programs over the years. However, not all programs succeed, and here are some insights…
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The future of loyalty programs II: 2025 – 2028 unpacked
blog
November 26, 2025
Two years ago Australia's privacy overhaul and Google's cookie cull had brands, retailers and publishers scrambling – and racing to loyalty programs. Now…
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The Automotive Loyalty Gap
blog
November 26, 2025
Why Traditional Programs Stall Post-Sale The Point Despite the value and visibility of automotive purchases, loyalty in the sector remains fundamentally…
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The 5 Ellipsis stages to deliver a thriving loyalty program
blog
November 26, 2025
Ellipsis are the Customer Loyalty Experts. We help our clients find, understand, manage and grow customer value. In this blog we share a little of how we…
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The Australia Loyalty Solutions Market Map
blog
November 26, 2025
The Australian loyalty market is growing Australia’s loyalty market is worth US$4bn and it’s growing at 13% annually. With a GDP similar to Canada’s…
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Surprise and Delight Tips
blog
November 26, 2025
Beware the Sceptic Organisations struggling to be more customer centric sometimes decide to delight their customers unexpectedly, but the effectiveness…
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Strategy into practice – nailing the implementation of a new loyalty program
blog
November 26, 2025
The Point Launching a new loyalty program is a rare event for most brands, though not for the team at Ellipsis. We routinely help our clients through the…
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Steps to a data-centric mindset for your business
blog
November 26, 2025
Do not fall for the hype insisting that being customer-centric requires new, innovative technology. Technology may be a component of the journey to…
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Sharp Advice for Loyalty Program Rewards
blog
November 26, 2025
Mental Availability is critical to customer loyalty, and it requires regular interaction and reward. Customer Loyalty, like other habits, extinguishes if…
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Segmentation Tips
blog
November 26, 2025
We present our tips on how to understand who your customers are, what value they bring, and what future value they could potentially generate. Most…
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Rules of Loyalty
blog
November 26, 2025
We share our top four central ‘Rules of Loyalty’ to help you implement and run your loyalty program. 1. Revenue. Programs should make you extra money…
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Relevance and personalisation in loyalty program marketing
blog
November 26, 2025
Less Is More, and Timing Is Everything Marketers have long hailed personalisation as the path to unlocking incremental customer revenue, loyalty, and…
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Relationship Marketing Tips
blog
November 26, 2025
‘Big Data’ can provide very useful insights when you already know who your customers are, but many companies struggle with this initial challenge of…
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New Zealand Loyalty Disruptors
blog
November 26, 2025
Most disruptions and innovations in customer loyalty programs have occurred as small niche efforts scattered through the ecosystem, which eventually grow…
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Meet Sasha
blog
November 26, 2025
Introducing Ellipsis Junior Loyalty Consultant , Sasha Zotkina. Sasha shares her tips to be successful starting a career in consulting. Tell us about…
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Meet Nic
blog
November 26, 2025
Introducing Ellipsis Senior Loyalty Consultant, Nic Bills. Nic shares some of the main challenges and benefits of creating data driven automated…
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Meet Ana
blog
November 26, 2025
I ntroducing Ellipsis Data Analyst, Ana Popovic. Ana uses Customer Science to help us solve complex customer problems for our clients. Tell us about your…
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Meet Alex
blog
November 26, 2025
We Introduce Ellipsis Principal, Alex Lehwaldt. Alex leads the delivery of client projects and is an experienced Loyalty Consultant . Find out his tips…
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Loyalty Programs are The Secret Weapon for Black Friday Sales
blog
November 26, 2025
Ellipsis Loyalty Consultant , Nic Bills shares his tips on how retailers can leverage their loyalty programs to drive sales and make the most of Black…
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Loyalty Programs should Get Customers
blog
November 26, 2025
Then, Keep and Grow them. In September 2024, Myer , an iconic Australian department store retailer (think Selfridges, Macy's), announced their financial…
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Loyalty Program Psychology Tips
blog
November 26, 2025
To make your loyalty program a success the head, heart and pockets of the customer should be considered. The more horses you back in the race the better…
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Loyalty Program or a New Data Source?
blog
November 26, 2025
Ellipsis Loyalty Consultant , Aleksandra Zotkina provides insight into the recent privacy regulation changes and the importance of understanding the…
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Loyalty in a Privacy-First Future
blog
November 26, 2025
What Changes Now and What to Do About It Privacy is no longer a compliance checkbox; it’s a loyalty imperative. With Australia’s privacy enforcement…
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Life Events: the opportunity to build customer trust
blog
November 26, 2025
In every business category there are some customers inclined to be fiercely engaged and loyal to a brand. There are some customers who really do not care…
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Is Your Loyalty Program Betraying You?
blog
November 26, 2025
A Loyalty Program Manager, a Marketing Manager and a Chief Financial Officer walked into a bar… Loyalty Program Manager to bartender ( John Wanamaker )…
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Is Tiering Right for Your Loyalty Program?
blog
November 26, 2025
Here at Ellipsis, we have designed or redesigned over 200+ loyalty programs, in a range of markets and cultures. We are regularly asked by our clients…
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How to design a world’s best loyalty program
blog
November 26, 2025
The Ellipsis team love designing customer loyalty programs that engage and grow the value of customers . We are happy to share a few of our tips on how…
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How to Create a Winning Customer Loyalty Strategy
blog
November 26, 2025
In our recent Webinar with our friends at Antavo we discussed how to create a winning customer loyalty strategy. Below we share some of the highlights…
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How M.J. Bale leveraged their loyalty program to reduce discounting & drive growth
blog
November 26, 2025
In November 2022, Australian’s preeminent sustainable menswear tailor, M.J. Bale , launched their MJB Members program with strategic support and…
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How Loyalty can help put your business back on track
blog
November 26, 2025
The pandemic related impact to the Australian economy is already being felt; airlines to shut down, retailers forced to close, hotels cleared out and…
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Guess What, Loyalty Programs do Make Money
blog
November 26, 2025
Every now and then we come across a piece of loyalty research that makes us stop and quote Homer Simpson; ‘Doh!’, as it is such an obvious, good idea…
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From Loyalty Apprentice to Artisan
blog
November 26, 2025
OG Description
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From Freebies to Loyalty, When Merchandise Rewards Build Love
blog
November 26, 2025
The Point Successful loyalty programs often leverage intangible rewards, such as points, perks, status, and discounts. Tangible rewards can be equally…
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From Childhood Dreams to Customer Loyalty Stars
blog
November 26, 2025
Meet the Team... The Ellipsis team of international women spans many nationalities from England, Australia, Serbia, Russia and South Africa, fluent in 7…
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Ellipsis Welcomes Mark Sage as an Advisor, Expanding Presence Across Asia
blog
November 26, 2025
Ellipsis Welcomes Mark Sage as an Advisor, Expanding Presence Across Asia Ellipsis, The Loyalty Experts®, is delighted to announce that Mark Sage has…
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Ellipsis Unveils The Inaugural Map Of Australia’s $6 Billion Loyalty Solutions Market
blog
November 26, 2025
The Australia Customer Loyalty Solutions Market Map will help CMOs and Loyalty Managers easily find their next technology solution Ellipsis, the leading…
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Ellipsis Perspective on 40 Years of Loyalty Programs
blog
November 26, 2025
On the Ellipsis "Must Read List" recently is a report by Journal of the Academy of Marketing Science on the effectiveness of loyalty programs 1 . The…
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Ellipsis Expands Top Team for Further Growth
blog
November 26, 2025
PRESS RELEASE ELLIPSIS HIRES FORMER WESTPAC, METCASH & QANTAS LOYALTY SPECIALISTS AS IT EXPANDS TOP TEAM FOR FURTHER GROWTH IN CUSTOMER LOYALTY Lucy…
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Ellipsis Announces New Partnership with WiiN Global - Women In Incentives Network
blog
November 26, 2025
Ellipsis, the leading team of loyalty consultants , is excited to announce its strategic partnership with WiiN Global , a prominent international…
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Desirability, Viability and Feasibility of Loyalty
blog
November 26, 2025
Human-centred design offers a framework for defining customer-centric initiatives. For example, your customer loyalty strategy and program design should…
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Cutting Through the Customer Experience Confusion
blog
November 26, 2025
We hear a lot today about this concept of ‘ Customer Experience ’… how brands need to focus on it; how consultants can help you improve it; how important…
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Challenges in measuring Return on Loyalty
blog
November 26, 2025
Accurately measuring the performance of your loyalty investment (what we call ‘ Return on Loyalty ® ’) can be difficult. The most loyal customers, who…
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Cash for Your Data! Best Prices Anywhere!
blog
November 26, 2025
Considering joining a loyalty program? Call your Financial Adviser “Special Offer, limited time, receive a 2% reward for your personal data! Hurry, offer…
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Australian Privacy Act Reform and Its Impact on Loyalty Programs
blog
November 26, 2025
Early last year the Australian Government released the Privacy Act Review Report 1 ; Its aim is to strengthen the protection of personal information and…
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Accommodating gender differences in Loyalty Marketing
blog
November 26, 2025
Sugar & Spice Mix it up to engage she/her, confirm status for he/him We have clients with loyalty program memberships that overwhelmingly (over 95%)…
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A Short History of Credit Cards and Loyalty Programs
blog
November 26, 2025
It is easy to see why retailers have loyalty programs to encourage repeat visits; “Here is a little something to encourage you to come back and spend…
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7 Myths of Marketing Automation
blog
November 26, 2025
There are many marketing automation myths, we came across these 7 myths of marketing automation which we thought were very accurate. The Ellipsis team…
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5 Steps to Building Customer Loyalty
blog
November 26, 2025
At Ellipsis we believe customer loyalty is an outcome that can be measured, managed and grown. We know that customers become more loyal when their needs…
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4 reasons why many points programs don’t work
blog
November 26, 2025
We present our top 4 reasons why your points program might not be working... 1. Emotional engagement The strongest relationships are built by the…
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What's the Big Deal about Journey Mapping
perspective
November 26, 2025
If you have been keeping an eye on the customer experience (‘CX’) business, you will have seen regular references to ‘customer journey mapping’…
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What is the Best Marketing Structure
perspective
November 26, 2025
At Ellipsis we believe passionately that companies who are customer centric, who make decisions with the customer’s needs as the catalyst are generally…
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What Exactly is a Customer Loyalty Strategy?
perspective
November 26, 2025
“All good strategy eventually degenerates into work” 1 The ‘work’ in a loyalty strategy ensures you are chosen when a customer buys. If a customer buys…
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The Loyalty Tales Complete Edition
perspective
November 26, 2025
Gather ‘round fellow travellers And welcome to our tale of loyalty inspired by the timeless Canterbury Tales! As we celebrate Ellipsis’ first decade and…
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The Future of Loyalty Programs
perspective
November 26, 2025
Nature Marketing Abhors Vacuum​ The Point​ Australia is poised to follow Europe (with GDPR) and California (with CCPA) in tightening our privacy laws…
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The Critical Skill For A Data-Led Culture
perspective
November 26, 2025
"Without data you are just another person with an opinion. We will use mine’ The Ellipsis Loyalty Consultants recently attended a webinar at ANZ Bank. A…
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The Attention Economy
perspective
November 26, 2025
Almost 20 years ago, Davenport and Beck 1 pointed out that the scarcest resource in today’s market is not ideas or talent, it’s the customer’s attention…
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Targeted Customer Marketing
perspective
November 26, 2025
There has been a bit of a revolution going on in Marketing. Sparked by the remarkable success of a book by Byron Sharp: How Brands Grow . Sharp discusses…
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Surprise and Delight in Loyalty
perspective
November 26, 2025
In an earlier ON POINT, we suggested that reducing customer dissatisfaction is far more important than increasing satisfaction, because dissatisfied…
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Something strange in the neighbourhood
perspective
November 26, 2025
We collaborate with clients as they strive to solve customer loyalty challenges, and customers being customers, these challenges are complex, subtle, and…
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Rewards Lead To Engagement
perspective
November 26, 2025
Loyalty Rewards are Good At the risk of stating the obvious, reward programs work better if we can convince our members to not only earn, but to take the…
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Loyalty Tales Chapter 6
perspective
November 26, 2025
Chapter Six: Penny the CFO’s Tale I think it fitting that my tales are the stories we enjoy as we come to the end of our journey and approach home, where…
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Loyalty Tales Chapter 5
perspective
November 26, 2025
Chapter Five: Algo’s Tales from Decision Science "Wake up, people!” said Algo, the Acme data scientist, “More coffee for the most exciting tales of the…
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Loyalty Tales Chapter 4
perspective
November 26, 2025
Chapter Four: Stellar, the Marketing Manager’s Tales Stellar, the Marketing Manager, waited patiently while the Acme Executive team finished their…
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Loyalty Tales Chapter 3
perspective
November 26, 2025
Chapter Three: Harry, the CEO’s Tale It’s a few days later, and Harry Bailly, the ever-anxious CEO, cannot contain his enthusiasm following Constance’s…
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Loyalty Tales Chapter 1 & 2
perspective
November 26, 2025
Chapter One: The CEO of Acme Inc. calls for an intellectual pilgrimage by his Executive Leadership Team The Acme Inc. CEO Harry Bailly dropped his…
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Loyalty Strategy Depends On Program Age
perspective
November 26, 2025
Launching a new or revitalised loyalty program is an exciting time for loyalty marketers. A chance to engage customers with a new value proposition, a…

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Ellipsis provides loyalty programme consulting, technology, and data intelligence services. Our platform and tools are intended for business use only. Results may vary based on programme design, market conditions, and implementation. Ellipsis is not responsible for outcomes arising from third-party integrations or vendor relationships. All trademarks referenced are property of their respective owners.