Blog

The DNA of a valuable loyalty and rewards program

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…
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Is your loyalty program ready for a paid subscription level?

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…
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Five insights from joining 39 loyalty & rewards programs in-store

I am always curious to learn how loyalty and rewards programs can continuously improve. On a quest for new insights, I decided to walk the streets and shopping centres, asking to join a retailer’s loyalty and rewards program. Signing up members in a retail store is one of those critical moments of fortune or failure…
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