Lina Omar
Principal, membership behaviour
Leads assessments and retention reviews. Previously supported loyalty redesigns for multi-outlet F&B and specialty retail brands in the Klang Valley.
About
A small practice for loyalty membership questions
Digital Vertex Grid grew out of repeated conversations with Malaysian programme teams who had dashboards full of charts and still could not explain why members went quiet after the second visit.
Mission
We help loyalty managers read membership behaviour with enough clarity to change a reward, a welcome journey, or a retention rule—without requiring them to become full-time analysts or to buy another product suite.
Origin
The practice began in Kuala Lumpur after years of supporting retail and hospitality loyalty programmes across Malaysia. Clients kept asking the same grounded questions: who is really active, which rewards are clearing only under pressure, and which join cohorts repay the acquisition cost. Those questions needed careful reading of membership histories, not another feature launch.
How we work
We start with programme rules and anonymised event extracts. We interview the people who own the membership experience. We write findings in ordinary language and brief stakeholders live so disagreements surface early. Technology appears in our work only as the loyalty app that already records membership events—not as something we sell.
Wei Han Lim
Engagement lead
Runs cohort briefings and advisory sessions. Focuses on translating event histories into decisions programme owners can defend to finance and store operations.
Nadia Ibrahim
Research associate
Prepares data dictionaries, checks event consistency, and drafts evidence notes that sit behind every written assessment.
Evidence before slogan
We prefer one well-supported finding over a polished narrative that cannot be traced to membership events.
Respect for programme craft
Loyalty teams already know their members. Our role is to organise what the records show so that craft meets evidence.
Clear limits
We do not build loyalty applications, run campaigns, or claim to replace your internal CRM team.