Liquid Barcodes


Empowering Generosity.

Paula Thomas, Chief Content Officer, Liquid Barcodes


Even before the global pandemic of Covid-19 brought many businesses to a standstill, loyalty programme managers were searching for solutions to drive emotional connections with their members. No longer content for their purchase transactions to be tracked and rewarded, savvy consumers increasingly expect brands to behave in responsible ways that drive positive benefits for their families, communities and the planet. It’s a tall order, but an essential mindset for brands to embrace if they want to appeal to emerging generations whose priorities are evolving dramatically.

Enter “For Good Causes” – a UK-based fintech company that we first wrote about as part of our “Guide to Loyalty in 2018” – is a platform that describes its purpose as “empowering generosity”, and the brand is one that’s going from strength to strength, perhaps one of the few that is even finding some silver lining in the current challenges.


Some of the popular UK brands allowing customers to donate unused loyalty points to their favourite charity.

Key Insights:

  1. “For Good Causes” estimates that there are over £7 billion worth of unspent points on UK loyalty programme balance sheets. These balances represent a liability that brands prefer to “liquidate” – but only in a way that drives real value for their members.
  2. Meanwhile charities worldwide and being dramatically impacted charities from all sides, forecasting a 48% decline in voluntary donations despite a 43% increase in demand according to research by the Institute of Fundraising. The perfect storm and an even bigger crisis for those who rely on their services.
  3. One of the key insights for brands I learnt in a recent interview on my loyalty podcast was that “you can’t tell customers what to care about”. As a result, the brand has partnered with over 20,000 charity partners, to ensure UK consumers can always support a cause that’s close to home, and close to their heart.
Hello Fresh

“Hello Fresh” is another popular UK brand allowing customers to donate unused loyalty points to their favourite charity.

How Does it Work:

  • Any brand that offers consumers a rewards currency such as points or miles as part of their marketing strategy can take part. It’s free to take part and there are no monthly fees. Instead a 10% commission is charged on donations managed via the platform.
  • The loyalty programme owner determines the conversion rate for their points, miles and rewards.  
  • Any UK registered charity can be set up to receive donations on the platform. It’s also free for them as the company earns its revenue via a small commission on the points donated.
  • Consumers with points to donate simply log in as usual to their loyalty programme and select the amount of points they want to exchange – essentially buying a digital donation voucher.
  • The member receives an email with their charity token.
  • Finally the member visits the “For Good Causes” website to select their preferred charity and donate the voucher.
For Good Causes

“For Good Causes” connects loyalty programme members to over 20,000 UK Causes.

There are so many reasons we love this concept – it’s digital, it’s scalable but mostly because it’s mutually-beneficial. At a time when brands are anxiously looking for ways to matter to members, this partnership ensures customers can enjoy the benefits of their membership, while driving much-needed revenue for their favourite charities.

And finally, we love their ambition! Like any ambitious fin-tech start-up, the team in “For Good Causes” are setting some really big goals – to raise £500m for UK charities over the next 5 years and £5bn internationally. We certainly will do everything we can to help them succeed.

For Good Causes logo

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialised in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group, as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards. 


Blog post

Liquid Barcodes Makes U.S. Debut at 2022 NACS Show

Liquid Barcodes exhibited at the 2022 NACS Show demonstrating loyalty, subscription and payment applications.   For the first time in history, Liquid Barcodes had the pleasure of exhibiting in two prominent locations at the 2022 NACS Show both in the busy New Exhibitor Area as well as in the featured partner kiosk in Verifone’s booth […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Subscription Programs Are Economically Smart Investments

Monthly subscriptions to products and services are economically smart investments for retailers and customers With a recession looming and gas prices still at record-high levels, customers are tightening their grip on their wallets. But this doesn’t mean they’ll be turning their backs on convenience store purchases and there are ways you can weather the impending […]

Blog post

Converting Impulse Shoppers to Automatic Customers

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers   Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes