Marcus Richards
White Label Loyalty is a customer loyalty platform that helps you better understand your customer and deliver an engaging reward experience. Get the data you need to build deeper relationships with customers that drive long-term growth and retention – at scale.
Our mission is to help brands build more meaningful connections with customers, at scale, through advanced technology that facilitates reward experiences.
Tell us about yourself?
I have a background in professional sport and following injury, I studies for a Masters degree in International Business from Stockholm University (Sweden) and turned my hand to business.
I have always had an interest in technology. I started my first tech business around 10 years ago but before that I joined a tech start up and got the appetite for it when we took the business from £0 – £6M in less than 2 years. I realised this is something I do well.
Since then, I’ve founded and successfully scaled Top Screen Media and White Label Loyalty, both leading organisations in their respective fields.
With White Label Loyalty specifically, I was moved by the emotional loyalty fans have for their teams in sports and wondered why so many businesses fail to make their customers as loyal to their brands and products.
I decided to pursue this career, which has turned out to be challenging yet rewarding with some very talented people around me. It continues to be a great experience and there’s no stopping us now.
If you could go back in time a year or two, what piece of advice would you give yourself?
Be prepared to pivot. One thing I’ve learnt through my 12 years in technology is that it moves fast. It’s important to stay agile and create a product that’s a need to have, not a nice to have.
What problem does your business solve?
Our API-first solution resolves 3 key problems, due to which most loyalty programs fail.
Firstly, the platform makes loyalty digital and mobile, which decreases friction in customer engagement. Secondly, our event-based loyalty engine allows businesses to reward any customer activity chosen, going beyond just transactions.
This is important as it helps to strengthen customer relationships and hence increase customer retention.
Lastly, our platform allows seamless integration with key business systems. Consequently, it is much easier to run data-driven loyalty programs, personalise rewards and achieve customer satisfaction.
What is the inspiration behind your business?
I founded White Label Loyalty as I saw that customer loyalty was broken. From physical loyalty cards that customers would lose, to program logic that was too complex to grasp, to brands only rewarding their customers for transactions.
Something was not right and we were determined to fix it. Inspired by the loyalty that sports fans have for their clubs, as a former professional football player I was determined to bring such loyalty into the brand-customer relationship too.
So, we’ve built a platform that helps brands create more meaningful relationships with their customers and allows them to reward them for any customer behaviour.
Over the years, we’ve made it very simple for businesses to launch or upgrade their loyalty program by building functional modules that can be connected to make the right solution for a business no matter the industry or use case.
What is your magic sauce?
For data-driven brands, White Label Loyalty is the only dedicated customer loyalty platform that offers complete customisation based on customers’ actions, right out-of-the-box. Providing a simple solution for complex needs.
Two key things separate us from our competition. First, our powerful event-based loyalty engine, which can make any customer action rewardable.
This provides a complete flexibility and agnostic nature for both industry and use case. Importantly, the ability to incentivise and reward any event brings the relationship between a brand and its customers to the next level, necessary for true emotional loyalty.
Secondly, we have built a modular platform that can cater for end-to-end solutions faster and cheaper than competitors. This is thanks to our out-of-the-box and white label nature, which allows us to deliver solutions within weeks rather than months.
What is the plan for the next 5 years? What do you want to achieve?
In the next 5 years, we’re aiming to become a household name in digital loyalty. The vision is to make advanced loyalty, reward and retention programs accessible to data-driven brands, across industry and use case.
What is the biggest challenge you’ve faced so far?
For us, it was essential to get a product-market fit as soon as possible, which is what we achieved through working with some of the largest brands in the world, including Burger King, PepsiCo and Nets.
How do people get involved/buy into your vision?
If your progressive business needs to fin an effective way to connect deeper with their customers using solid tech, get in touch with us via our website. (https://whitelabel-loyalty.com/get-in-touch)
