The Big Lie About Loyalty Programs, And What Actually Works
Mahadevann (“Maha”) Iyerr is currently working as a loyalty and retention specialist, serving as Director at Maavrus where he focuses on loyalty programs that genuinely drive ROI and repeat business. He partners with brands across retail and e‑commerce to move beyond typical “points and discounts” thinking, helping them design loyalty ecosystems that align objectives, customer behavior, and measurable outcomes.
Maha’s current work involves building simple, practical playbooks and frameworks that teams can use to design and run loyalty programs, from benefits like golf experiences to robust KPI tracking.
Background – education and career
Maha’s career is rooted in loyalty strategy and CRM for omnichannel brands, with hands‑on experience designing and launching programs across formats like Landmark’s loyalty program. He has studied and implemented global benchmarks, including learnings from Tesco’s Clubcard program, and applies these insights to Indian retail and e‑commerce contexts. His background combines consulting, program management, and deep interest in how loyalty, experience, and data intersect to drive LTV.
3 key takeaways from the episode
Loyalty programs don’t create loyalty; experiences do. Maha and Saurabh break down why loyalty isn’t earned through rewards alone but through consistent experience, emotional connection, and thoughtful design that customers feel every time they interact with the brand.
ROI and KPIs must drive loyalty decisions. The episode offers a five‑step framework starting with understanding business objectives and context, then defining KPIs (like LTV, repeat rate, and engagement), and finally designing benefits and journeys that support those metrics.
Frictionless omnichannel loyalty beats fragmented wallets. Maha stresses that loyalty needs to work equally well across stores and online, with clear structures for wallets, points vs cashback, and premium experiences, so customers feel like they belong to one unified ecosystem.
