The NeoDay layered approach to loyalty

Overview · The NeoDay layered approach · powered by NeoD.ai

Four layers. Four rhythms. Always a reason to come back.

Most loyalty programmes stop at points, so members only think of you at the till. We stack four layers on top of each other, each running at its own pace: all year, every month, every week and every day. Underneath sits NeoD.ai, which feeds every layer. Together they keep your brand in the weekly routine of your customers.

• L1 always-on
• L2 monthly
• L3 weekly
• L4 daily
• AI the foundation

Layer 1 · Always-on · all year

The foundation: points and tiers.

Layer 1 never stops, and it follows the way your brand works. A points scheme where members earn and spend, like Tesco Clubcard. Status points that lift members to a higher tier, like an airline programme. Or both side by side. It turns anonymous shoppers into known customers and captures the data every other layer runs on.

• Drives churn reduction
• Identity
• Data capture

Layer 2 · Monthly · runs to a fixed end date

Milestones that grow the basket.

Every member gets a monthly target based on their own average spend plus a stretch. Rewards unlock at 50, 80 and 100 percent, and the month-end deadline is what makes members add that extra item.

• Drives basket size
• Personal target per member

Campaign types

Spend milestones

A monthly spend target per member, based on their own average plus a stretch, with rewards that unlock at set steps on the way.

Stamp cards

One stamp per qualifying purchase in a product or category. A full card unlocks the reward, as long as it is completed before the end date.

Basket thresholds

A reward for a single basket above a set amount, used to lift the average ticket.

Category spend goals

A monthly target for one category, such as fresh produce or personal care, to grow share of wallet.

Layer 3 · Weekly or seasonal · start and end date

Challenges that bring them back this week.

Short campaigns aimed at one behaviour: an extra visit, a new category, a bigger multi-buy, a first try. Personalised per member, so 50 products already give 117,600 possible challenges.

• Drives visit frequency
• Cross-category
• Trial

Campaign types

Personalised challenges

A challenge built per member from products they have never bought, bought once or bought twice. A pool of 50 products gives 117,600 possible challenges.

Frequency challenges

A reward for an extra visit within a short window, for example three visits this week.

Cross-category challenges

A reward for buying in a category the member does not buy yet, so they discover more of the store.

Multi-buy punch cards

Buy the same product several times within the campaign and get one free, which lifts units per member.

Trial campaigns

Bonus points for trying a product for the first time, often funded by the brand that makes it.

Brand-funded challenges

Challenges paid for by a supplier brand, which turns the loyalty programme into a revenue line instead of a cost.

Visit, profile and birthday challenges

Rewards for actions without a purchase, such as a store visit, a completed profile or a birthday.

Layer 4 · Daily · a reason to open the app today

Games that keep you top of mind.

The top layer is quick and playful. Small, often and fun, so your app becomes a habit instead of a coupon drawer.

• Drives daily app opens
• Top-of-mind

Campaign types

Daily spin

A wheel of fortune that members can spin once a day for a small prize.

Shake & Win

Members shake their phone to reveal an instant prize.

Scratch cards

A digital scratch card that reveals a prize, often unlocked by a QR code on pack or in store.

Instant win

Every qualifying purchase is a chance to win straight away at the till.

Reward calendar

A door to open every day during a set period, like an advent calendar.

Prize draws

Each qualifying action earns a ticket for a draw on a fixed date.

Seasonal Super-Spin

A bigger spin with bigger prizes for a short season, such as Black Friday week.

End dates · Start date · end date

Every campaign has a start and an end date.

Layers 2 to 4 always run against a deadline. A countdown gives members a reason to act now: one extra visit, the sixth item on the punch card, a product they would not have tried. That pressure changes behaviour, and because every campaign has a clear window, the uplift is measurable against a random holdout of members who never got the campaign.

• Countdown in the app
• Reminder before the end
• Uplift vs control group

Personalisation · NeoD.ai · the foundation under every layer

One programme, a different one for every member.

NeoD.ai is the layer underneath the other four, and it feeds all of them. Targets, product pools and offers are set per member from their own purchase history, and switch on as soon as there is enough transaction data. Your marketing team runs it without a developer.

The year · How it runs over a year

One year, four rhythms stacked on NeoD.ai.

Layers 2 to 4 run as campaigns with a start and an end date. The rhythm of layer 3 follows how often your customers shop:

Cadence of layer 3 by sector:

• Grocery · about 1 week
• Restaurants · 2 weeks
• Fuel · 2 to 4 weeks
• Fashion · 1 season
• Electronics · 1 to 3 months

Get started · Weeks to go live

Start with the foundation. Add layers as your data grows.

All four layers come out of one platform, in your own app through our SDK, in a standalone app or on the web. Most brands launch with layers 1 and 2 and switch on personalisation once the data is there.

• +18% visit frequency, Pathé
• +80% active users, Texaco
• +23% sales uplift, FrieslandCampina

Book a demo · See the platform

Free whitepaper: Always a Reason to Come Back, the psychology and research behind every layer, by Jurgen Swaans.

How NeoDay does this

NeoDay delivers all four layers and NeoD.ai from one platform. Most brands start with layer 1 (points or tiers, a membership card, coupons) and layer 2 (monthly milestones) and go live in about 10 weeks. Weekly challenges, daily games and personalisation follow as transaction data grows. The programme runs in the brand's own app through the NeoDay SDK, as a standalone app or on the web, and connects to POS, CRM and CDP systems. Marketing teams set up and launch campaigns per brand or country without a developer, and the uplift of every campaign is measured against a holdout group. NeoDay is ISO 27001 and ISO 9001 certified, and won Best Loyalty Program 2025.

Frequently asked questions

What is the NeoDay layered approach to loyalty?

A loyalty programme built from four layers that run at different rhythms: an always-on points or tier foundation (layer 1), monthly milestones (layer 2), weekly or seasonal challenges (layer 3) and daily games (layer 4). Underneath sits NeoD.ai, the AI foundation that feeds all four layers with personalised targets, products and offers, so a member always has a reason to come back.

Why do loyalty campaigns need a start and an end date?

A deadline creates pressure to act now: one extra visit, one more item, a first try of a product. That pressure is what changes behaviour. Because each campaign has a clear window, the uplift can be measured against a holdout: a random group of members, set aside before the campaign starts, who never get it. Comparing with members who simply chose not to join would flatter the result, because the keenest members are the ones who join.

What is the difference between a points scheme and status points?

In a points scheme members earn points and spend them on rewards or vouchers, as in Tesco Clubcard. Status points are not spent: they lift members to a higher tier with better benefits, as in an airline programme. NeoDay supports either model, or both side by side.

Which campaign types can run in a layered loyalty programme?

Monthly: spend milestones, stamp cards, basket thresholds and category spend goals. Weekly or seasonal: personalised, frequency and cross-category challenges, multi-buy punch cards, trial campaigns, brand-funded challenges and visit, profile or birthday challenges. Daily: spins, Shake & Win, scratch cards, instant win, reward calendars, prize draws and seasonal Super-Spins.

How is the uplift of a loyalty campaign measured?

By setting aside a random holdout before the campaign starts, often around 10% of eligible members, who do not get the campaign. After the window, compare visit frequency, basket size and spend of everyone who was offered it with the holdout. The difference is the incremental effect. Members who chose not to take part are not a fair comparison: they were less active to begin with.

How fast can a layered loyalty programme go live?

Brands typically launch in about 10 weeks, usually starting with layers 1 and 2 and adding challenges, games and personalisation as transaction data grows. It runs in the brand's own app through the NeoDay SDK, in a standalone app or on the web.