Marsello

Marsello is a loyalty and marketing platform for retailers and hospitality businesses that sell in store, online, or both. It runs a branded points, rewards and referral program on top of your POS and ecommerce systems, and sends loyalty emails, email campaigns, SMS and automations using the purchase data it collects. The About page explains the idea: it is "extraordinarily difficult for independent retailers to connect their in-store and online sales data," so Marsello links "every sale, no matter where or how" to a unique customer profile. The company, Marsello Limited, says it has more than 50 people working from New Zealand, Australia, Canada, the United States, the United Kingdom and beyond, and the homepage invites you to "Join over 2,000 brands using Marsello."

For an email buyer, Marsello is a loyalty program first and an email tool second. Both plans include automated loyalty emails, and full email and SMS marketing are paid add-ons priced by customer count and message credits.

Loyalty program

The loyalty side is the core product. The features page lists points you can earn "by spend, product, actions, or promos," rewards such as dollars off, percent off, free items or perks with conditions you control, points promotions for slow periods, VIP tiers, a branded customer portal, referrals, and a digital wallet pass for Apple and Google Wallet. The pricing comparison shows the earn options in detail: purchases, creating an account, completing a profile, referring a friend, birthdays, product reviews, acting sustainably, and social follows and shares on X, Instagram and Facebook. Rewards can be restricted to specific customer groups, products or collections, and order requirements.

Because the program runs across every sales channel, a customer can earn points in store and redeem them online. The homepage describes a loyalty program "with omnichannel offers, loyalty points earning, and reward redemption" for shoppers "buying in-store, online, through social and more." Marsello also works if you sell only in store or only online.

Email, SMS and automations

The pricing page lists the prebuilt loyalty automations, sent by email: "Reward unlocked", points earned, post-purchase feedback, referral incentive and reward discount emails, a happy birthday email, Google review request and received emails, a points expiry series, VIP tier entry and a referral program promotion. With the SMS add-on, the points expiry series and VIP tier entry can also go out by SMS. Loyalty Launch includes the basic set of loyalty automations and Loyalty Accelerate the advanced set. For building them, the plan comparison lists a full email template builder, automation steps (emails, delays, points), conditional splits and segmented audiences, and RFM segmentation is part of Loyalty Launch.

The Marketing add-on turns this into a general email tool: "Put your loyalty data to work with personalized email campaigns that drive repeat purchases and increase loyalty engagement." It adds a campaign calendar, marketing automation, custom automations, AI content suggestions and marketing analytics. The features page describes email campaigns as "Create fast, personalize easily, and hit inboxes with confidence," campaign management as "Plan once, coordinate email and SMS, and keep your list clean," and custom automations as "logic-rich flows by segment and goal."

The SMS add-on covers SMS campaigns, "Built-in compliance," SMS consent setup and guidance, UTM tracking parameters, campaign scheduling, loyalty-driven personalization and a dedicated TFN number. A custom email domain lets you "Send from your own domain," which the features page ties to deliverability and trust.

Reporting

Reporting connects sales to marketing. The reporting page says "Marsello connects every sale back to its source, including email, SMS and automations," and lets you "Measure repeat order rates, customer retention, revenue lift, and database growth." An omnichannel dashboard gives one view across POS and ecommerce, revenue tracking ties revenue to campaigns, automations and redemptions, and multi-site reports compare locations for franchises and chains.

Integrations and API

The integrations page lists 13 integrations: Lightspeed Retail, Lightspeed Hospitality, Shopify, Shopify Plus, Clover, Judge.me, Klaviyo, WooCommerce, BigCommerce, Cin7 Omni, Bopple, Heartland Retail and Ecwid. Shopify stores connect "with a one-click integration" covering POS and ecommerce, and Judge.me awards points for product reviews. If you already send email through Klaviyo, Marsello can sync loyalty and order data to it, including points balances, marketing status and POS and ecommerce purchase events. Businesses whose POS is not listed can fill in a form. API access, user permissions and expert-led onboarding are listed under account management, and the footer links to API documentation, a help center and an app status page.

Pricing

Prices are shown in USD or NZD, and SMS is billed in USD. There are two loyalty plans, each priced per site, where a site is one physical location or POS, or one online store:

• Loyalty Launch: from $60/month per site USD ($100/month per site NZD, GST inclusive), with a fair use base of 25k monthly order volume. It includes the loyalty program, basic referrals, the customer portal, Apple and Google Wallet, basic loyalty automations, RFM segmentation, feedback surveys and analytics. VIP tiers, points promotions, points expiry, custom segmentation, API access and user permissions are not included.
• Loyalty Accelerate (most popular): from $120/month per site USD ($200/month per site NZD), with a 50k monthly order volume fair use base, advanced referrals and advanced loyalty automations.

Each additional site costs the same per month as the base. The Marketing add-on is $15 USD per 1,000 customers, where a customer is anyone in your database with an email address or mobile number, and SMS is $0.028 USD per credit. The FAQ explains that the number of credits a message uses depends on its length and the destination region. Lightspeed users are pointed to custom pricing.

There is a 14-day free trial that starts on the day you sign up; you are notified by email before billing begins, and the FAQ says there are "no contracts, no commitments, and no cancellation fee." Marsello can also be installed from the add-on stores of the platforms it connects to.

Results the site reports

The homepage reports a 27.2% increase in repeat purchase rate, a 35% reward redemption rate within 12 months, 20x ROI on loyalty and customer marketing, and 8x database growth since 2022 across its case studies. Pinjarra Bakery sees a 66% repeat purchase rate, and 95% of Bakers Delight's database takes part in its loyalty program. Customer stories include Dunkin' NZ Rewards, Father Rabbit and a Wellington brewery.

Who it suits

Marsello suits independent retailers, franchises and hospitality businesses that want a points program running across their tills and web store, with loyalty emails, campaigns and SMS driven by those purchases. It fits especially well on Lightspeed, Shopify, Clover, Heartland or Cin7, and for brands that want to keep Klaviyo for email and add loyalty data to it.

It is the wrong tool for a newsletter or a business with no sales data to connect, and anyone who only wants email campaigns pays for a loyalty plan before the Marketing add-on.