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I am driven by the deep desire to find a best-practice framework for designing and deploying valuable loyalty and rewards programs. I believe that 'valuable' is an outcome that every program must achieve based on balancing the two tensions of: Profitable to the business Meaningful to the member To achieve these two outcomes, I have finally developed…

I've been working with a number of clients developing loyalty and rewards programs that do not become lost in the sea of sameness. Programs are abundantly available in all sectors of business (not only retail) and I am on a mission to ensure they continuously strive to be more meaningful to members. While programs are…

The recent news that one of Australia’s longest living loyalty programs -  flybuys (est. 1994) is working on a paid premium subscription tier, (‘flybuys max’), highlights the potential of offering a paid level with relevant benefits within programs. Programs (loyalty/rewards/benefits/VIP/membership) offering a subscription fee, whether one off or ongoing, part of a tiering structure or…