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 Posner (CEO and founder) is a customer loyalty, rewards and retention program specialist. He has been a data-driven marketer for over 29 years.
  • In 2007 he founded the data driven marketing agency Directivity and in 2017 established a divisional brand - The Point of Loyalty.
  • The Point of Loyalty is dedicated to building thriving loyalty and rewards program assets based on balancing three tensions - meaningful and desirable to members; profitable and sustainable for the business and believed in by the team.
  • Adam has designed and deployed customer loyalty, reward and membership program strategies and member research for organisations operating in diverse sectors. These include retail (various), hospitality, hotels & holiday parks, financial services, shopping centres, leisure and entertainment, trade and education.
  • Adam is also the author of one of Australia’s only practical book on loyalty programs – Give-back to Get-back - 9 steps to a profitable loyalty program.
  • Since 2013, he has commissioned and is the co-author and author of 15 in-depth Australian customer loyalty and loyalty program research studies For Love or Money™, which have featured in the media where Adam has provided interviews and insights on customer loyalty programs.
  • Adam has presented on customer loyalty and loyalty programs at the Customer Identity Conference - Singapore 2018,  Australian Pharmacy Conference 2018, Loyalty World, The Customer Show, ADMA Forum, ADMA Retention Marketing, Customer TECHX Show, Clarinden Global Faculty Director for ‘Designing High Impact Customer Loyalty and Retention Programs’, No Vacancy Accommodation Conference.
  • He also presents tailored loyalty keynotes and program launches for clients.