What's The Point of Loyalty?
- The 'point of loyalty ' is retain your best customers and grow the rest.
- The Point of Loyalty is a strategic customer loyalty consultancy dedicated to helping brands create more value from the abundance of their existing customers through best-in-class loyalty and rewards programs.
We are customer loyalty program specialists with proven and best-practice processes to design, develop and deploy thriving customer loyalty strategies and loyalty program assets.
Our keen and unwavering focus is to ensure every customer loyalty and rewards program is:
- Profitable and sustainable for the business
- Meaningful and desirable for members
- Believed in by the team
- Adam is an independent customer loyalty specialist and has been a data-driven marketer for over 29 years.
- In 2007 he founded the direct marketing agency Directivity and in 2017 established a divisional brand – The Point of Loyalty.
- He is a Certified Loyalty Marketing Professional - CLMP™ and the creator of the
- Loyalty Program Experience Index SPVx TM - a rating of a loyalty program by its members based on their experience with the program weighted against three key variables of how Simple (S), Personal (P) and Valuable (V) the program is to them.
- The Point of Loyalty is dedicated to building thriving customer loyalty assets based on their proven framework - ‘Profit from the seven zones of loyalty program performance’.
- Adam has designed and deployed customer loyalty, rewards and membership program strategies, customer and member research for organisations operating in retail (various categories of retail), hospitality, hotels & holiday parks, child-care, financial services, shopping centres, leisure and entertainment, trade, education and B2B industries.
- Since 2013, he has commissioned, co-authored and is author of 16 in-depth Australian
- and New Zealand customer loyalty and loyalty program research studies For Love or Money™
- The research has been accessed both nationally and internationally. It has also featured in the media where Adam has provided interviews and insights on loyalty programs.
- Adam presents on customer loyalty and loyalty programs nationally and internationally.
Working with Adam on the keynote session for our Loyalty Connect conference was an extremely positive experience.The content he presented was extremely insightful, and he encouraged audience interaction, even in a virtual environment. I'd highly recommend Adam as a speaker or loyalty expert.Read More
I had the privilege of working with Adam to develop our Loyalty proposition and go to market plan. Adam’s approach to loyalty, his industry experience, advice, and his approach to develop our program could not be faulted. To have his guidance was truly valued.Read More
"Adam is an expert in relationship marketing programs. I find Adams depth of knowledge in best practice customer relationship strategy formation and execution to be world-class. I encourage you to let Adam lead your business to better, stronger and more profitable customer relationships."Read More
From the moment we engaged Adam to partner with us on our loyalty program journey, we realised how valuable his experience would be to develop an exceptional program, and the transformation required to embed and realise the value of a program with our leadership team.Read More
After speaking to Adam briefly, I realised his knowledge and skills would match a long-standing challenge for the RMIA. I wasn't wrong. Adam was able to facilitate meaningful discussion drawing out insights and actions for our member activity for the future.Read More
"It was an absolute pleasure having Adam on the Virtual Fitness & Recreation Industry Technology Summit in 2021. The content he shared was game changing as he talked through the nuances of loyalty programs. Nothing was lost in the educational value through using Zoom. The post event feedback has been…Read More
"Hi Adam, I wanted to take the opportunity to sincerely thank you for presentation at yesterday’s SRO Loyalty & Retention Conference. Post the event we have received some very positive feedback from the Dealer Network. Specifically with regards to the loyalty messaging you provided, and how this tied in nicely…Read More
"We engaged Adam Posner as a strategic advisor to work with us to identify and quantify our current and potential customer growth opportunities. He has a unique ability to ask the hard questions in order to gain clarity on the opportunities to focus on. His understanding of the retail shopping…Read More
"Adam very quickly grasped the nuances of our business, using understandable frameworks to enrich our understanding of customer engagement techniques and related commercial opportunities. He has a collaborative approach to internally upskilling businesses to action quick wins whilst considering broader strategic and technological needs. Adam’s input has already been felt…Read More
"I worked closely with Adam over a period of 5 months defining the strategy for the new Baby Bunting Loyalty program. Adam has a wealth of knowledge in the Loyalty space and his proprietary models and frameworks helped us define what we believe is the best program for our business…Read More
"Adam, The dust has settled (the exhaustion remains), but wanted to say thanks. A sincere thank you for your energy and attendance last week. We’ve had a lot of great feedback from that loyalty session, it sets us up well for the next iteration of our loyalty program offering. My feeling…Read More
"I cannot recommend Adam Posner highly enough as a true professional and expert in the loyalty space. As a Loyalty Manager with over 8 years of experience in the retail industry, I have had the pleasure of working with Adam in a consultant capacity on three separate occasions and at…Read More
"I look forward to the For Love Or Money research study every year, and this year was no different. It's one of very few relevant retail studies I enjoy tracking that gives me actionable insights regarding whats changing, whats trending and what will be ‘mission critical’ considerations in the year…Read More
"The Advantage Group sought Adam Posner’s engagement in a research project specific to the pharmacy industry. Adam was able to bring his knowledge of consumer behaviour and dimensions of loyalty, and expertly applied it to our niche market in order to obtain meaningful results. The processes to undertake the research…Read More
"Congratulations Adam Posner on today's publication of For Love or Money 2018. For Australian loyalty marketers, it's by far the most valuable annual consumer study and this year’s, is no exception. Delighted that Australian households continue to cite fly buys as Australia's favourite program."Read More
"Bed Bath N’ Table engaged Directivity (Adam Posner) to help navigate our business through the design, development and deployment of our first customer loyalty program. Adam’s process and experience provided us with the necessary framework to explore all loyalty options and the confidence to launch a program that was right…Read More
"Adam Posner was a well prepared and enthusiastic presenter at our recent pharmacy conference. Adam's ability to combine his extensive loyalty research with the unique landscape of pharmacy made for a compelling presentation and encouraged the attendees to think differently about how valuable their loyalty program is currently and what…Read More
"Adam has been a tremendous resource for BIG4 Holiday Parks as we looked to understand our membership program more and identify ways to improve it. The process was extremely robust and kept us asking the right questions at every stage. His willingness to get in and really understand our product…Read More
"I engaged Adam to work with our business and franchisees to drive increased engagement in our loyalty program from all staff at all of our hotel properties. Adam joined the Choice Hotels senior team on a road show across Australia and New Zealand to present to our franchisees on the…Read More
"We were a little overwhelmed with where to start we already had a loyalty program that needed reviewing. Adam was great helped worked through the objectives and how to go about the revamp. He held a workshop with our key members and was fantastic in getting engagement from the group.…Read More
"Before we met with Adam we were not quite sure what loyalty strategy would suit our business. After discussing our needs with him, it became clear that we needed to initiate a customer research study to identify what the opportunity was for our business and the relevance for our customers.…Read More
"Adam has delivered for our group key presentations on the loyalty landscape which have been overwhelmingly well received. The professional and engaging delivery of Adam’s research and experience is seen as a breath of fresh air in the industry as it is aspirational, informative and realistic. Adam was also a…Read More
"We partnered with Adam Posner to initiate a review of our existing “Home Club” member program with a view to designing a best-practice customer loyalty program. His depth of enquiry into our existing program’s strengths and challenges was a great start towards engaging the leadership team in a structured strategy…Read More
"In late 2012, Quest Serviced Apartment group was looking to review and revamp their loyalty program. We engaged Adam Posner to support us through the strategic process of this review. Adam advised and worked with us to develop a unique and innovative recognition and reward program to drive retention and…Read More
"For Love or Money is the only truly complete and concise report available on the Australian loyalty landscape. It has become a valuable tool in our business for understanding shifts or trends in customer loyalty and how these relate to our brand. It is very clear that the researchers truly…Read More
"The 'for Love or Money 2016' research is excellent. It’s great insight to how members view loyalty today and has been very useful to quote in support of our initiatives. I really liked the additional 5 insights this year, however would like to see the research push these insights beyond…Read More
"At Hairhouse Warehouse we identified the importance of loyalty to our business and that our current program was not able to achieve our strategic business objectives. We have spent the last two years embarking on a critical project to transform and redevelop our loyalty program. This involved completely overhauling the…Read More
"From a B2B loyalty perspective, the 'Share the Love' report provided me with deeper insights into the drivers and motivations of loyalty program members. I will use these insights to connect back to how loyalty is formed in a business to business framework. Specifically, understanding the reasons for defection from…Read More
"Share the Love provides an insightful view into Australian consumer’s perceptions on loyalty programs. As Marketing Director of Thirsty Camel’s Hump Club loyalty program I found the information broken down by demographic (age and gender) particularly interesting, proving that a ‘one-size fits all’ model is ineffective in today’s environment. ‘Share…Read More
"Share the Love really lifts the lid on what motivates members to be closer to the program they are a member of. There are some actionable insights for marketers to enhance the connection to their customers which translates into more revenue for their business. This is a valuable report for…Read More