How much should you spend on a welcome bonus for a £50 average order value without killing margin
I often get asked by founders: “How much can we afford to give away in a welcome bonus when our average order value (AOV) is £50?” It’s a pragmatic question — one that sits at the intersection of psychology, unit economics and growth testing. I’ll walk through a simple framework I use...
Featured
How to prove a local partner rewards exchange will lift basket size by 10% using till data and three experiments
I was recently asked by a small retail chain if a proposed rewards exchange with a local partner...
Which microreward trigger lifts month-two retention most: push notifications, surprise credits or free samples
I ran a small experiment last year to answer a simple question: which microreward trigger moves the...
What parents should know about french schools
For many parents, sending a child to school in France can feel both exciting and unfamiliar. The...
Designing a downgrade-protection flow for subscription SMEs that reduces voluntary churn in month three
I often see the same problem when I audit subscription programmes for growing SMEs: customers make...
How to use till data plus email cadence to recover 40% of lapsed customers within 90 days
When I first started testing till (POS) data combined with targeted email cadences for recovering...
When to replace flat referral discounts with value-based credits: a rewrite that stops poaching best customers
I used to roll out the classic “£10 off for you and a friend” referral mechanic for all my...
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Loyalty Programs
What parents should know about french schools
For many parents, sending a child to school in France can feel both exciting and unfamiliar. The French education system has a strong reputation for academic rigor, a structured curriculum, and a clear national framework that guides learning from early childhood through secondary school. At the...
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Customer Retention
Designing a downgrade-protection flow for subscription SMEs that reduces voluntary churn in month three
I often see the same problem when I audit subscription programmes for growing SMEs: customers make it through onboarding, survive months one and two, and then a surprising number of them either downgrade or cancel in month three. That third-month drop feels especially painful because you’ve...
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Customer Retention
How to use till data plus email cadence to recover 40% of lapsed customers within 90 days
When I first started testing till (POS) data combined with targeted email cadences for recovering lapsed customers, I was skeptical. It sounded simple—maybe too simple. But within a few months I was surprised to see recoveries consistently hitting around 35–45% of lapsed shoppers within 90 days...
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Loyalty Programs
When to replace flat referral discounts with value-based credits: a rewrite that stops poaching best customers
I used to roll out the classic “£10 off for you and a friend” referral mechanic for all my clients because it’s simple, easy to communicate, and customers understand it instantly. But after a few programmes where it felt like we were systematically rewarding the wrong behaviour — customers...
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Case Studies
A step-by-step test to prove open-banking–powered cashback lifts basket size for independent retailers
I recently ran a pragmatic, repeatable test to answer a question I hear a lot from independent retailers: does open-banking–powered cashback actually increase average basket size? The short answer is yes — but only when the offer, timing and measurement are set up correctly. Below I share the...
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Loyalty Programs
Why your referral reward is costing you best customers and how to redesign it with value-based credits
I used to assume that any referral reward was better than no referral reward. After all, getting new customers through word-of-mouth is one of the most cost-effective acquisition channels. But after auditing several small and mid-sized loyalty programmes over the last few years, I keep seeing the...
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Data & Analytics
How to use simple cohort-driven clv forecasting to set reward ceilings for seasonal promotions
Seasonal promotions are a huge opportunity — and a huge risk. Too generous, and you eat margin without improving long-term value. Too stingy, and you miss sales and the chance to deepen customer relationships. Over the years I’ve found one pragmatic way to navigate that trade-off: a simple...
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Loyalty Programs
A step-by-step playbook to turn abandoned carts into loyalty members using microrewards
Abandoned carts aren’t just lost orders — they’re signals. Every time someone leaves a basket behind, they’re telling you there's interest, friction, or uncertainty. Over the last decade I’ve helped SMEs turn that signal into a growth loop by offering small, timely incentives that nudge...
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Customer Retention
How to run a 30-day retention lift test using till data and one email sequence
I run a lot of experiments for small retailers and hospitality brands, and one of the simplest high-value tests I keep coming back to is a 30-day retention lift test using till (POS) data and a single targeted email sequence. It’s low-cost, fast to implement, and — when designed correctly —...
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Loyalty Programs
How to design a local partner rewards exchange that grows basket size by 12% without increasing marketing spend
I ran a pilot this spring with a neighbourhood café and an independent bookshop to test a local partner rewards exchange. The goal was simple: increase average basket size for both businesses without raising marketing spend. Six weeks later we had a consistent +12% basket growth across...
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