About Us

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 SPV^x^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.

Testimonials

Bupa Life Rewards – member research

We recently partnered with Adam Posner to conduct comprehensive research for our loyalty program Life Rewards, and we couldn't be more pleased with the results. Adam’s in-depth analysis highlighted key areas for improvement to continue driving loyalty engagement and member retention.

Fowles Winery – loyalty program design

I have had the pleasure of working with Adam from The Point of Loyalty. Adam took a keen interest in our business and helped us to ideate an offer tailored for our unique environment. I am delighted with where we have landed on this project.

Loyalty Lion – Loyalty Connect Conference: Key Note Speaker

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.