# Graeme Massey

Graeme Massey works on Mage Loyalty, a loyalty platform for Shopify brands. His posts describe building loyalty experiences for stores and sharing product updates and practical ideas about customer rewards and retention.

- Profile: https://b2binfluencer.marketing/creators/graeme-massey/
- LinkedIn: https://www.linkedin.com/in/graememassey
- Median of last 8 posts: 5 reactions, 1 comments (checked 2026-11-02)
- Topics: ecommerce, retention-marketing
- Based on 10 dated posts, latest 2026-09-24

## Summary

Graeme Massey is most useful for practical loyalty content on Shopify, store credit, points, and merchant implementation.

- Best for: A Shopify Plus loyalty tech company reaching ecommerce brands with practitioner-led content.
- Not for: Consumer wellness or lifestyle brands seeking high-reach paid sponsorship and direct sales.
- Check first: Confirm recent LinkedIn follower demographics or post impressions covering company size, country, and job function.

### Takeaways

- A Shopify Plus brand replaced point-to-discount conversions with store credit; redemptions doubled in first month.
- Points can still suit gamification or a branded rewards currency.
- Mage Loyalty update covered AI answers, MCP connections, store credit, wallet passes, surveys, SDK work.

## Main ideas

- **Make rewards easy to understand, not merely more generous**: Massey argues that customers are more likely to use a reward when its value is clear. That does not make one reward model right for every brand: points can still suit gamification or a branded currency. The choice should depend on what makes sense to customers.
- **Loyalty should feel like part of the store**: Massey says a loyalty experience should not look like a third-party app added onto a Shopify storefront. The standard he describes is a tailored experience that feels native to the brand.
- **Build loyalty around merchant needs and connected shopping journeys**: Massey presents product development as a response to merchant conversations and feedback, and describes loyalty as extending beyond points into analytics, storefronts, wallets, surveys, and subscriptions. His product announcements show the breadth of that direction, rather than arguing that one feature suits every merchant.

## Work to read

- [How removing the maths doubled loyalty redemptions](https://www.linkedin.com/posts/graememassey_the-best-performing-loyalty-change-we-made-activity-7502870073636929537-eAbZ)
- [The Winter Update: Mage AI, MCP and 55 product changes](https://www.linkedin.com/posts/graememassey_our-biggest-mage-update-yet-mage-ai-55-activity-7521374593513598976--v-_)
- [Making loyalty feel built in, not bolted on: the Youswim example](https://www.linkedin.com/posts/graememassey_one-thing-weve-put-a-lot-of-thought-into-activity-7503282830119002112-RsT5)
- [Launching Pique Club for Gelato Pique USA](https://www.linkedin.com/posts/graememassey_thrilled-to-see-the-launch-of-pique-club-activity-7501325159006457856-tZ6t)
- [A joint BFCM playbook with Shopify ecosystem partners](https://www.linkedin.com/posts/graememassey_highly-recommend-any-merchant-looking-to-activity-7508358881777999872-nVFh)
- [Mage Loyalty recognised as a Wappalyzer technology provider](https://www.linkedin.com/posts/graememassey_as-someone-whos-used-wappalyzer-for-as-long-activity-7498566435984691200-rBWU)

## Brand relationships

- **Mage Loyalty** (employment)
- **Gelato Pique USA** (client)
- **Youswim** (client)
- **Shopify** (mention)
- **Kimonix** (disclosed_partnership)
- **Judge.me** (disclosed_partnership)
- **Loop Subscriptions** (disclosed_partnership)

## Partnerships

No public partnership or sponsorship program is documented in the reviewed material. Graeme Massey's posts show Mage Loyalty product updates, merchant loyalty implementations, retention strategy, and ecosystem co-marketing with other Shopify app partners. They do not include a published sponsor policy, media kit, rate card, audience specification, or stated partnership inquiry route. A brand cannot use this section to choose a format or confirm operational requirements; any paid collaboration would need to be scoped directly. This is a gap in the reviewed material, not evidence that sponsorships are never accepted.

## Alternatives

- Samy Waiche: Pick Samy Waiche over Graeme Massey when the campaign's core argument is retention economics rather than loyalty app mechanics. For a Shopify Plus loyalty vendor, the useful angle is the membership model: a DTC operator explaining why paid membership, store credit, member pricing, and free shipping raise lifetime value and reduce dependence on acquisition. That argument is supported here by specific operating history, a lingerie brand where members paid $39.95 a month and received $39.95 in store credit to spend as they chose, years of A/B testing across millions of transactions, and the same model later rebuilt for Shopify. A vendor sponsor gets a peer who can argue for funding retention before acquisition, which suits a mid-funnel webinar, a co-authored benchmark, or a paid membership playbook.
- Chris Munz: Pick Chris Munz over Graeme Massey when the sponsor sells into restaurants, franchises, or multi-unit retail, or when the campaign's job is to confront skepticism about loyalty results. The reviewed posts open with the operator's view rather than the vendor's. One describes a franchise group where a customer who signed up at one store was invisible at the next, with six disconnected guest lists, five thousand fragmented records, and staff exporting spreadsheets by hand. Another asks whether loyalty programs can demonstrate true incrementality at all, using the airline example that if every member redeemed at once there would be no paid flights for about two and a half years, and concluding that operators need guidance, not more software. For a vendor trying to win over franchise operators who cannot see ROI, that credibility is worth more than a feature list.
- Roger Williams, CLMP™: Pick Roger Williams over Graeme Massey when the campaign needs to reach senior loyalty and CRM leaders rather than ecommerce merchants and needs interview-format assets to do it. The reviewed posts promote a podcast where named practitioners are interviewed in detail: at JSX, a five-year American Airlines veteran explaining a 5% cashback model instead of tiers, household pooling, and why best customers are the acquisition channel; at B&Q, the head of loyalty and CRM working through serving weekend DIYers and daily contractors from one program. The posts also push a forward-looking theme, agentic commerce and AI travel agents predicting intent before a search. For a vendor sponsor, that supplies executive guests, long-form video, and a regular publishing slot.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/