Discounts as a risk: Why brands are harming themselves
In the latest episode of the DMEXCO podcast, host Verena Gründel talks to Roger Williams, Head of the Loyalty Center of Excellence at Marigold. He warns: Excessive discounts are one of the biggest marketing traps. Not only do they increase customer dependency, but they also destroy margins and brand value in the long term. For him, it’s clear: short-term discounts are not a sustainable strategy–they even exacerbate inflation.
„Excessive discounts create a viral state of over-dependence – damaging both profit and brand equity.“
Loyalty done right: Three pillars for success
According to Roger Williams, the counter-model is: loyalty done right. In his view, successful programs need three cornerstones:
- A clear value proposition
- Simple rules for accrual and redemption
- Strong onboarding, with up to 21 interactions in the first 60 days
The last pillar in particular is crucial for him and is underestimated by many brands. Without a targeted onboarding journey, the effect of a loyalty program fizzles out.
From Air Jamaica to loyalty excellence
Roger started his career at Air Jamaica, where he developed his first loyalty program with zero budget. The challenge turned into a passion that continues to shape him today. Today, he advises global brands and builds award-winning programs at Marigold.
„Loyalty is not about points – it’s about creating golden moments that drive long-term relationships.“
The episode also addresses the following questions…
- What are the biggest mistakes loyalty programs make?
- What makes a good onboarding journey?
- Why is redemption more important than collecting points?
- What role does gamification play in modern loyalty strategies?
- Which KPIs make real success measurable?
Listen now to the new episode of the DMEXCO podcast with exciting insights into loyalty, onboarding, and successful customer retention! And: Meet Roger Williams in person at DMEXCO 2025 on September 17 and 18 in Cologne, for example in his masterclass on loyalty.
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