Customer loyalty in marketing insights

From honeymoon to “moneymoon” – why the first 90 days to on-board new loyalty program members is so important

The first 90 days for welcoming and settling in new loyalty or rewards program members is a critical time for entrenching a required behaviour. I have changed this commonly known period from “honeymoon” to “moneymoon”. Moneymoon makes me realise that these first 90 days have a critical impact on the longer-term value exchange between the…

A recent article by CMO – “How brands are ramping up customer loyalty program spending in 2017”, highlighted how brands across different categories are reviewing, re-inventing, revitalising, refreshing, whatever “re….” helps them focus on the value and viability of their loyalty or rewards program. David Jones are also imminently launching their rewards program, potentially called…

As I continue on the quest to simplify customer loyalty and rewards programs, I often find that the length and wordiness of a program’s terms and conditions is an indication of its simplicity – or not! I understand the need for loyalty programs to have various terms, conditions and rules of engagement, however if there…

It’s disappointing to see how loyalty programs create friction points to fracture the very purpose of their existence. The antidotes to all the friction points are identified in the 24 ingredients to a successful loyalty program found in the research study ‘for love or money 2016’. The 24 ingredients are classified into SPV factors: S…

What’s the point? Ideas, insights and interviews

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