We helped LaserAway turn loyalty from a cost into one of their biggest growth drivers

Many loyalty programs remain trapped in a siloed view: a marketing cost centre rather than a commercial growth engine. That perception creates real tension for CMOs and loyalty leaders when budgets are under scrutiny — how do you justify loyalty spend to a CFO if the ROI isn't clearly visible? LaserAway, a leader in aesthetic dermatology with over 170 U.S. locations, faced this exact challenge. Their popular LaserLove program was clearly valued by customers, but internal confidence was low. Leadership couldn't quantify the program's financial impact or manage the growing liability from unused points, and without robust measurement, the CMO and CFO simply couldn't agree to invest further.

Using Return on Loyalty®, our proprietary real-time measurement platform, we uncovered the true commercial performance of the LaserLove program. We benchmarked it against industry averages, modelled liability risk, and mapped where untapped value sat dormant. The insights revealed a program with significant upside. With a complete view of value creation, customer engagement and points liability, the team could finally answer the questions coming from finance. "Our CFO had questions about points liability," said Kelly Lohr, Chief Customer Officer at LaserAway. "But once we could clearly demonstrate the value, it was much easier to justify the investment. When the value is visible, the conversation becomes a lot simpler."

Ellipsis delivered a full diagnostic of the LaserLove program — benchmarked against industry averages, with untapped value pools identified and a prioritised roadmap of 14 actionable recommendations. Each recommendation was scored by both value potential and ease of implementation, helping the team make confident commercial decisions. "Ellipsis has given us a level of confidence from both a marketing and sales perspective," added Lohr. "Previously, we were pulling back from marketing because we couldn't quantify our marketing and loyalty spend. Now, we can confidently use loyalty mechanics in the sales cycle, and we're seeing results." A program once considered a potential liability has become one of the brand's most strategic assets — reshaping how loyalty supports LaserAway's revenue engine.