How LaserAway Unlocked the True Value of Loyalty

Many loyalty programs remain trapped in a siloed view: a marketing cost centre, rather than a commercial growth engine. That perception creates real tension for CMOs and loyalty leaders when budgets are under scrutiny. How do you justify loyalty spend to a CFO if the ROI isn’t clearly visible?

LaserAway, a leader in aesthetic dermatology with over 170 U.S. locations, faced this very challenge. Their popular LaserLove program offered clear benefits to customers, but internal confidence was low. Leadership couldn't quantify the program's financial impact, nor manage the growing liability from unused points. Without robust measurement, the CMO and CFO couldn’t support further investment.

That’s where Ellipsis stepped in. Using Return on Loyalty®, our proprietary real-time measurement platform. We uncovered the true commercial performance of the LaserLove program. We benchmarked against industry averages, modelled liability risk, and mapped where untapped value lay dormant. The insights revealed a program with significant upside.

Using Return on Loyalty®, Ellipsis helped LaserAway uncover what many brands struggle to measure: the real-time performance of their loyalty program. With a complete view of value creation, customer engagement, and points liability, the team could finally answer the big questions—especially the ones coming from finance.

“Our CFO had questions about points liability,” said Kelly Lohr, Chief Customer Officer at LaserAway. “But once we could clearly demonstrate the value, it was much easier to justify the investment. When the value is visible, the conversation becomes a lot simpler.”

Ellipsis provided a full diagnostic of the LaserLove program, benchmarking it against industry averages, identifying untapped value pools, and delivering a prioritised roadmap of 14 clear, actionable recommendations. Each was evaluated by both value potential and ease of implementation, helping the team make confident, commercial decisions.

“Ellipsis has given us a level of confidence from both a marketing and sales perspective,” added Lohr. “Previously, we were pulling back from marketing because we couldn’t quantify our marketing and loyalty spend. Now, we can confidently use loyalty mechanics in the sales cycle, and we’re seeing results.”

What changed? A loyalty program once considered a potential liability has become one of the brand’s most strategic assets. More than just validating the investment, the work reshaped how loyalty supports LaserAway’s revenue engine.

Introducing Return on Loyalty^®: Measure True Impact. Accelerate Performance.

Loyalty programs are a big investment, yet 67%* of businesses struggle to measure ROI accurately, and 40%* rely on metrics that miss true incremental value, leading to untapped revenue, wasted budget, and stalled investment decisions.

Return on Loyalty^® gives you always-on visibility into what’s driving results. Built on over 15 years of benchmarking expertise, it unifies your data, applies advanced attribution, and turns insights into high-impact actions. Monitor program health in real time, spot trends and emerging risks early, and accurately track the incremental margin and revenue your program delivers. With proprietary engagement scoring and industry benchmarking, you'll know where to focus for the greatest return.

Unlock the hidden profit in your customer base. Helping you manage a smarter program and achieve consistently stronger commercial outcomes.

Talk to Ellipsis, the Loyalty Experts^® to accelerate your loyalty program.

Ellipsis is the Consulting Partner for the Australian Loyalty Association

Reference:

* Forrester's report, The ROI Of Loyalty Programs.