Is Your Loyalty Programme Driving Cross-Brand Spend or Just Discounting Margin?
Fashion and lifestyle retail has a unique loyalty challenge. Purchase frequency is lower than grocery. Emotional connection to brands is higher. And the gap between a loyal customer and a one-time buyer is worth more than most retailers measure. This 3-minute assessment scores your programme across 5 dimensions and shows you where you are strong and where value is leaking.
Question 1 of 10 · Intent
Does your organisation have a defined strategy for using rewards to increase customer lifetime value, not just drive single transactions?
Yes, with documented goals, budget, and ownership
Yes, but it is informal or sits inside marketing only
We are exploring options but nothing is in place
We run promotions but do not think of them as a loyalty strategy
No, we have no rewards or loyalty strategy
Question 2 of 10 · Intent
Is your rewards programme designed to drive cross-category or cross-brand shopping, or does it operate within a single brand?
Cross-brand, with data flowing between brands into a single customer view
Cross-brand, but data is not fully connected
Single brand, but we plan to expand
Single brand with no cross-brand plans
We do not operate a loyalty programme
Question 3 of 10 · Coverage
What percentage of your transactions are linked to a known, identified customer?
More than 70%
50% to 70%
30% to 50%
10% to 30%
Less than 10% or we do not track this
Question 4 of 10 · Coverage
Does your programme reach customers across both physical stores and digital channels?
Yes, fully integrated across in-store, online, app, and social
Yes, but the experience is different across channels
In-store only, with plans for digital
In-store only, no digital integration
We do not have a programme in any channel
Question 5 of 10 · Relevance
How personalised are the offers your loyalty members receive?
Fully personalised based on individual purchase history and behaviour
Segment-based, with different offers for different customer groups
Broadly targeted, with some variation by category or brand
Same offers for everyone
We do not send offers to members
Question 6 of 10 · Relevance
Do your rewards include lifestyle value beyond your own products, such as experiences, dining, travel, groceries, or partner offers?
Yes, a broad lifestyle rewards catalogue funded by partners
Yes, a few partner offers alongside our own discounts
No, but we are exploring partnerships
No, rewards are limited to discounts on our own products
We do not offer any rewards
Question 7 of 10 · Delivery
How do members receive their rewards or offers?
Instantly at point of sale, plus push via app, WhatsApp, or SMS
Digitally via app or email, redeemable at next visit
Paper vouchers or till-slip coupons
Only available if the member checks their account online
We do not deliver offers or rewards to members
Question 8 of 10 · Delivery
How quickly after a purchase does a member see the value of their loyalty?
Immediately at the till or on the same transaction
Within 24 hours
Within a week
Monthly or quarterly
Members accumulate points with no clear feedback loop
Question 9 of 10 · Measurement
Do you measure the basket size difference between loyalty members and non-members?
Yes, we track this actively and it informs programme decisions
Yes, but we do not act on the data regularly
We have the data but have not analysed it
We do not track this specifically
We cannot identify members at point of sale
Question 10 of 10 · Measurement
Can you measure the retention rate of your most valuable customers and link it to your rewards programme?
Yes, with clear attribution and a control group
Yes, but attribution is approximate
We track retention but cannot isolate the rewards effect
We track overall sales but not customer-level retention
We do not measure customer retention
Almost done
What is your approximate annual budget for loyalty, rewards, or promotional activity?
Under R1 million
R1 million - R5 million
R5 million - R20 million
Over R20 million
Not sure yet
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