Category Archives: Subscription programs

“Strategy before structure” Adam Posner Before you dive into what your loyalty program structure, benefits and rewards are, carefully consider the strategy. To guide you along the strategic process, here are the Seven Zones of Loyalty Program Performance. While the seven zones are dependent on each other, the sequential order is fluid. A loyalty program’s…

This is a slightly adapted quote from an original I heard or read and cannot find to give it the attribution it deserves. (If anyone can find the original, please let me know) It makes a powerful point. Brands should place more focus on the abundance of value their existing customers can provide. It highlights…

As we hop, skip and jump (hopefully not crawl) into 2022, there is a feeling of urgency and commitment coming from loyalty program managers to make their programs more financially sustainable and viable. For me, this is a priority for every program I work with. Zone One of the Seven Zones of Loyalty Program Performance…

Loyalty programs of all shapes and sizes have been operating for decades and are universally present in many categories of business. In some cases, they have become profitable and sustainable businesses in themselves (some airlines and coalition programs), separate to their original ‘host’ business or have been used to raise capital for their host business.…