Field notes

Practical notes on loyalty redemptions, catalogue decisions, and briefing craft from the WillowBase team.

12 March 2026

When travel vouchers redeem in only three postcodes

A northern retail scheme discovered its premium travel rewards clustered in a handful of postcodes — and what the catalogue team changed next.

28 January 2026

Unused points sound alarming in a finance pack. Here is how we brief ageing balances so marketing and finance stay in the same conversation.

5 November 2025

Cleaner exports mean faster Pattern Reviews. A practical checklist of files and notes that help WillowBase start analysis on time.

18 September 2025

A hospitality membership saw lunch offers underperform while evening café vouchers raced ahead — and how the briefing reframed store staffing.