About WillowBase Service
Established in Manchester to help loyalty teams see how rewards are actually redeemed — with visual packs, patient briefings, and GB-focused practice.
Registered name and history
WillowBase Service Ltd is the official registered business name. The practice was established in 2016 in Manchester after our founders spent years inside retail loyalty teams wrestling with redemption extracts that never quite matched the catalogue story told to boards.
Early work focused on northern England supermarket and high-street schemes. By 2019 we were preparing visual packs for hospitality memberships and regional retail groups across Great Britain. Today we remain a small consultancy: analysts who sit with programme leads, not a product company selling licences.
Mission
Help loyalty owners understand reward take-up in concrete terms — which offers move, which regions redeem, and which rules quietly strand points — so catalogue and finance decisions rest on shared charts.
How we work
- We start from your exports and catalogue lists, not from generic industry averages.
- Briefings are spoken aloud with the charts open; written packs support the conversation.
- We keep scopes narrow: redemptions, breakage signals, and catalogue fitness.
People
Our Manchester analysts combine loyalty operations experience with visual reporting craft. Client work is usually led by a principal analyst and one supporting researcher for larger twelve-month reviews.
Values
Clarity over volume of charts. Respect for member privacy in every extract. Honest timelines when files arrive incomplete. Curiosity about the shop-floor moment when a member finally spends points.