Category Archives: Subscription programs

I’ve written about ‘surprise and delight’ before. I’ve written about ‘joyalty’ before. Both of these cover the opportunity for a magic moment at delivery. When I experience the reality of this, it makes me realise how some brands have worked out that every moment has an opportunity for magic. A recent delivery of some wine…

It’s a rant, it’s a plea, it’s really just a matter of longevity for loyalty programs to move beyond benefits and bonuses and solve a customer pain point. Programs are disappearing into the sea of sameness with all the usual points and perks, bonuses and benefits, birthdays and sales events, tiers and transactional offers. It’s…

“The barista at my regular café stamps my card with each purchase. When I get to my freebie (which takes me 9 days @ 1/day) I do feel a sense of achievement. However, here’s the kicker… when he gives me my new card to start all over again (my mind says…oh well another 9 days…

Loyalty is not a program. What is loyalty? It’s a mission of mine to help brands realise the value of customer loyalty as an outcome. To achieve this, I believe we need to first understand what loyalty is - beyond enrolling in a loyalty program. Why? When you have clarity and alignment in your business…