Transforming loyalty into a core commercial engine.
A multi‑venue group engaged Mullum Advisory to rebuild its loyalty program end‑to‑end — redefining the value proposition, redesigning customer journeys, and implementing the technology and operating model required to drive measurable uplift.

Metrics:

• Member‑driven revenue now accounts for around one‑third of total network revenue.

• Active membership base grew by double‑digit percentage within the first six months.

• Member frequency lifted month‑on‑month, contributing to a material rise in identifiable revenue.

End‑to‑end experience redesign across 109 touchpoints.
Mullum Advisory led a comprehensive journey mapping program, combining stakeholder interviews, customer workshops, and a large‑scale member survey to identify friction, opportunity, and commercial upside.

Metrics:

• 1,000+ customer responses analysed across all venues.

• Identified the top 20 experience gaps with the highest commercial impact.

• Developed a 12‑month roadmap to lift consistency, NPS, and loyalty behaviours.

Designing the marketing engine for scalable growth.
A hospitality group partnered with Mullum Advisory to build its annual marketing strategy, budget, and operating model — including recruitment, onboarding, and mentorship of new marketing talent.

Metrics:

• Marketing budget structured to deliver a significant uplift in return on spend.

• New marketing function established with clear role clarity and capability uplift.

• Annual marketing calendar aligned to group‑wide visitation and engagement targets.

Built the unified data layer for personalisation and revenue growth.
Mullum Advisory developed the business case for implementing a Customer Data Platform, unifying fragmented data across POS, reservations, digital ordering, loyalty, and accommodation.

Metrics:

• Consolidates multiple systems into a single customer view for smarter activation.

• Enables segmentation and targeting improvements expected to deliver double‑digit efficiency gains.

• Supports future commercialisation opportunities through data‑led partner value.

Creating a scalable digital ecosystem for a multi‑venue group.
Working alongside a digital partner, Mullum Advisory shaped the strategy and structure for a new website ecosystem and a repeatable framework for future rollouts.

Metrics:

• Unified design system enabling rapid deployment of future venue sites.

• SEO‑first architecture designed to deliver a significant uplift in organic visibility.

• Structured content model improving publishing efficiency by a large percentage.

Repositioning a local venue into a flagship destination.

A major venue redevelopment required a full relaunch strategy across brand, experience, food & beverage, digital, loyalty, and local marketing.

Metrics:

• Relaunch strategy designed to lift weekly revenue by a material percentage.

• Brand repositioning aligned to stronger customer acquisition and retention.

• Experience upgrades mapped to deliver higher satisfaction and repeat visitation.

Building a high‑impact, attributable hospitality media platform.
A multi‑venue group partnered with Mullum Advisory to design and commercialise a new retail media proposition transforming its loyalty, data, and in‑venue environments into a unified media network for supplier partners. The program established the strategy, operating model, and measurement framework required to create a brand‑safe, high‑visibility channel capable of influencing real customer behaviour.

Metrics:

• Network built across 19 venues with strong monthly visitation and long dwell times.

• Loyalty base scaled to support high‑quality, segmentable audiences.

• Integrated media ecosystem spanning digital, in‑venue, POS, and experiential formats.