The Point of Loyalty | Retain the Best. Grow the Rest.

Which loyalty program structures and benefits do members prefer?

One of the most common questions I receive on my loyalty travels relates to program structures and benefits...which loyalty program structure and benefits do members prefer? Before answering this question I begin with a set of 'strategy before structure' questions to gain clarity on: Why a program? Do you really need a program? (This is…

The recent ACCC Customer Loyalty schemes draft report ('schemes' is such a negative word) can be viewed from a defensive point of view (just like my view on the word 'schemes') or from an abundant point of view - an opportunity for programs to improve! Besides the 'schemes' terminology, I am going to focus on some of…

A fascinating interview with Candice Smith - Head of Wellness at AIA Vitality NOTE: I am not a customer of AIA Vitality nor providing consulting services. The article was written based on my desire to understand how brands use incentives and rewards to change customer behaviour. In many cases, a brand’s motivation to change customer…

What do the following have in common? Amazon Prime, Netflix, Bed,Bath & Beyond, Old Pueblo Traders, Gamestop, Deliveroo, Costco, Restoration Hardware, Lululemon, Burger King, Supercheap Auto, Adairs, The Coffee Club, Hoyts Rewards, QFF, Cinemark, Accor Plus, Sam’s Club, Uber, Lyft (US) and not to forget gym memberships. They all provide some variation of a fee-based…

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