by Andrea Vallarta | June 30, 2026 | Our ideas
Why the Cosmetic Rainbow Destroys Customer Lifetime Value By Elena Benitez, CEO & Founder of Gerundio. The saturation of logos with rainbow colors during the month of June has become one of the biggest sources of cynicism in the...
by Andrea Vallarta | June 23, 2026 | Our ideas
What Loyalty Leaders Know (and You Don't)
Author: Elena Benitez, CEO & Founder of Gerundio.
Loyalty isn't a static state; it's a preference that is renewed every time an experience delivers on what it never promised. When it's reduced to just...
by Andrea Vallarta | June 8, 2026 | Our ideas
Is your rewards program just accumulating balances? Author: Elena Benitez, CEO & Founder of Gerundio. That old story that loyalty is built simply by accumulating points or distributing coupons is what today has hundreds of brands trapped in a...
by dev@gerundio.com.mx | April 15, 2026 | Our ideas
Is your organizational chart breaking loyalty? The failure of siloed experience. Author: Elena Benitez, CEO & Founder of Gerundio. Operational fragmentation is the silent poison of retention. While the Marketing team celebrates an acquisition spike,...
by dev@gerundio.com.mx | April 15, 2026 | Our ideas, Research and Strategy
Why are your rewards killing emotional loyalty? The risk of transaction over connection There's a recurring phenomenon in loyalty strategies in Mexico: companies that buy their users' attention, but never their preference. They...
by dev@gerundio.com.mx | April 15, 2026 | Our ideas, Research and Strategy
From Data to Sensemaking: Why Your Loyalty KPIs Are Lying to You In the world of User Research, we know that a number without context is a dangerous hallucination. In Mexican organizations, it's common to see dashboards that shine with...
