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TLP Insights

Community building strategies, from community building pros

Insights

Shopify is removing the human bottleneck from CRM

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

The Loyalty People

April 10, 2026

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

Points programmes are failing. Discover why emotional currency is replacing transactional loyalty as the primary driver of customer retention and lifetime value.

The loyalty industry has an innovation blind spot. B2B loyalty covering distributors, trade partners and professional buyers remains where consumer loyalty was in 2010. The opportunity is enormous.

Tiered loyalty programmes are industry default but should they be? We examine when tiers work, when they alienate members, and what the data says about the Tier Drop Cliff.

The payment moment is the highest-intent touchpoint in the customer journey yet most loyalty programmes completely ignore it. A deep dive into card-linked offers, embedded redemption and pay-with-points.

Counterintuitively, the most generous loyalty programmes often have the highest churn rates. Discover why over-rewarding attracts deal hunters and what selective generosity looks like.

How each engagement drives the next, building compounding momentum that becomes your most powerful competitive moat.

The cookie is crumbling. Learn how to use zero-party data collected through your loyalty programme to deliver genuine personalisation in a post-cookie world.

The gap between your CRM and loyalty platform is costing your brand more than you realise. A deep analysis of the integration maturity model and what it takes to reach Level 4.

The most important variable in 12-month loyalty programme retention is not earn rate or reward catalogue. It is what happens in the first 90 days.

True gamification draws on loss aversion, variable reward schedules and identity-based motivation. Discover the science behind loyalty programmes that actually change behaviour.

Insights

First Year or Forever?

The most important variable in 12-month loyalty programme retention is not earn rate or reward catalogue. It is what happens in the first 90 days.

The Loyalty People

|

March 5, 2026

Points programmes are failing. Discover why emotional currency is replacing transactional loyalty as the primary driver of customer retention and lifetime value.

The loyalty industry has an innovation blind spot. B2B loyalty covering distributors, trade partners and professional buyers remains where consumer loyalty was in 2010. The opportunity is enormous.

Tiered loyalty programmes are industry default but should they be? We examine when tiers work, when they alienate members, and what the data says about the Tier Drop Cliff.

Counterintuitively, the most generous loyalty programmes often have the highest churn rates. Discover why over-rewarding attracts deal hunters and what selective generosity looks like.

The cookie is crumbling. Learn how to use zero-party data collected through your loyalty programme to deliver genuine personalisation in a post-cookie world.

The gap between your CRM and loyalty platform is costing your brand more than you realise. A deep analysis of the integration maturity model and what it takes to reach Level 4.

The most important variable in 12-month loyalty programme retention is not earn rate or reward catalogue. It is what happens in the first 90 days.

Insights

First Year or Forever?

The most important variable in 12-month loyalty programme retention is not earn rate or reward catalogue. It is what happens in the first 90 days.

The Loyalty People

|

March 5, 2026

The loyalty industry has an innovation blind spot. B2B loyalty covering distributors, trade partners and professional buyers remains where consumer loyalty was in 2010. The opportunity is enormous.

The payment moment is the highest-intent touchpoint in the customer journey yet most loyalty programmes completely ignore it. A deep dive into card-linked offers, embedded redemption and pay-with-points.

How each engagement drives the next, building compounding momentum that becomes your most powerful competitive moat.

The cookie is crumbling. Learn how to use zero-party data collected through your loyalty programme to deliver genuine personalisation in a post-cookie world.

The gap between your CRM and loyalty platform is costing your brand more than you realise. A deep analysis of the integration maturity model and what it takes to reach Level 4.

The most important variable in 12-month loyalty programme retention is not earn rate or reward catalogue. It is what happens in the first 90 days.

True gamification draws on loss aversion, variable reward schedules and identity-based motivation. Discover the science behind loyalty programmes that actually change behaviour.

Insights

Shopify is removing the human bottleneck from CRM

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

The Loyalty People

|

April 10, 2026

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

The cookie is crumbling. Learn how to use zero-party data collected through your loyalty programme to deliver genuine personalisation in a post-cookie world.

Trends

Your Secret Weapon

The cookie is crumbling. Learn how to use zero-party data collected through your loyalty programme to deliver genuine personalisation in a post-cookie world.

The Loyalty People

|

March 10, 2026

The loyalty industry has an innovation blind spot. B2B loyalty covering distributors, trade partners and professional buyers remains where consumer loyalty was in 2010. The opportunity is enormous.

Tiered loyalty programmes are industry default but should they be? We examine when tiers work, when they alienate members, and what the data says about the Tier Drop Cliff.

The payment moment is the highest-intent touchpoint in the customer journey yet most loyalty programmes completely ignore it. A deep dive into card-linked offers, embedded redemption and pay-with-points.

How each engagement drives the next, building compounding momentum that becomes your most powerful competitive moat.

The cookie is crumbling. Learn how to use zero-party data collected through your loyalty programme to deliver genuine personalisation in a post-cookie world.

The gap between your CRM and loyalty platform is costing your brand more than you realise. A deep analysis of the integration maturity model and what it takes to reach Level 4.

True gamification draws on loss aversion, variable reward schedules and identity-based motivation. Discover the science behind loyalty programmes that actually change behaviour.

Insights

Shopify is removing the human bottleneck from CRM

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

The Loyalty People

|

April 10, 2026

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

The payment moment is the highest-intent touchpoint in the customer journey yet most loyalty programmes completely ignore it. A deep dive into card-linked offers, embedded redemption and pay-with-points.

Counterintuitively, the most generous loyalty programmes often have the highest churn rates. Discover why over-rewarding attracts deal hunters and what selective generosity looks like.

How each engagement drives the next, building compounding momentum that becomes your most powerful competitive moat.

Insights

Shopify is removing the human bottleneck from CRM

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

The Loyalty People

|

April 10, 2026

Insights

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

April 10, 2026

Trends

The payment moment is the highest-intent touchpoint in the customer journey yet most loyalty programmes completely ignore it. A deep dive into card-linked offers, embedded redemption and pay-with-points.

March 24, 2026

Insights

Counterintuitively, the most generous loyalty programmes often have the highest churn rates. Discover why over-rewarding attracts deal hunters and what selective generosity looks like.

March 17, 2026

Trends

How each engagement drives the next, building compounding momentum that becomes your most powerful competitive moat.

March 17, 2026

Insights

Shopify is removing the human bottleneck from CRM

Customer loyalty has not disappeared. It has simply moved. It is no longer sitting inside points programmes, discount mechanics, or rigid CRM journeys. Instead, it is being rebuilt inside infrastructure, data, and experience. The brands performing best are not asking how to drive loyalty in isolation. They are designing environments where staying feels natural and leaving requires effort.

The Loyalty People

|

April 10, 2026

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