About Us

What's The Point of Loyalty?

  1. The 'point of loyalty ' is retain your best customers and grow the rest.
  2. 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:

  1. Profitable and sustainable for the business
  2. Meaningful and desirable for members
  3. 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.