Jeweller Michael Hill opened the first of his stores in Whangarei, New Zealand, in 1979 and now has 280 stores across Australia, New Zealand and Canada. They launched the Brilliance loyalty program in 2019 with DXC on a Microsoft platform. This is perhaps the only loyalty program in this region running on Microsoft. The program now reports 1.7 million Brilliance loyalty program members across their three markets. Their most valuable customers, as with all loyalty programs, were their best customers who were first to sign up. 80% of sales are now inside the loyalty program. Basket size, as with most retail loyalty programs, doesn't materially differ between members and non-members (22% variation for Michael Hill) and the challenge will be growing frequency.