Featured Project
MONAT
·
LOYALTY · LIFECYCLE · STRATEGY
The Loyalty Audit That Changed the Math.
A full teardown of MONAT's loyalty program against industry leaders, rebuilt to reward more than just purchases.
§ THE CHALLENGE
MONAT's loyalty program had all the standard pieces: regions, tiers, a points system, rewards. What it didn't have was a clear read on how those pieces compared to what the best programs in the industry were actually doing.
The program was also narrowly built around a single behavior: buying. Members who weren't actively purchasing had few reasons to stay engaged in between, and no real way to feel rewarded for anything else.
§ THE APPROACH
The audit covered the full structure, regional variations, tier logic, point accumulation, and the reward catalog, benchmarked directly against what industry-leading loyalty programs were doing differently.
The rebuild introduced automated touchpoints designed to nudge members toward points activity, then added an entirely new layer: events and activities members could access for zero points, giving the program real value even for members who weren't actively purchasing.
§ THE IMPACT
Increase in loyalty program engagement
Points Redemption
Profile Updates
Tier Escalation
§ THE WORK
§ THE RESULT
A loyalty program that rewards the relationship, not just the receipt.
The 120% lift wasn't one metric moving. It was the entire program becoming more alive, more members redeeming, more members climbing tiers, more members showing up even when they weren't buying.
For a brand built on repeat purchases and long-term customer relationships, a loyalty program that only responds to buying misses most of the relationship. The rebuild gave MONAT a program that recognized engagement in more forms than a completed order, showing up for an event, updating a profile, moving up a tier, so members had more reasons to stay engaged between purchases.
