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Category Archives: Subscription programs

For loyalty programs to thrive, we need to build thriving loyalty programs

The three dependent ingredients of a thriving loyalty program
My model for building thriving loyalty programs has three dependent ingredients that need to operate in harmony. 1. Meaningful and desirable for the members 2. Profitable and sustainable for the business 3. Believed in by the team The program is meaningful and desirable for the members: The program's proposition(structure, benefits and experience) need to motivate behaviours that…
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Which loyalty program structures and benefits do members prefer?

One of the most common questions I receive on my loyalty travels relates to program structures and benefits...which loyalty program structure and benefits do members prefer? Before answering this question I begin with a set of 'strategy before structure' questions to gain clarity on: Why a program? Do you really need a program? (This is…
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The ACCC review of loyalty programs (‘schemes’​ …ouch!)

The recent ACCC Customer Loyalty schemes draft report ('schemes' is such a negative word) can be viewed from a defensive point of view (just like my view on the word 'schemes') or from an abundant point of view - an opportunity for programs to improve! Besides the 'schemes' terminology, I am going to focus on some of…
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Subscription guilt – myth or reality?

What do the following have in common? Amazon Prime, Netflix, Bed,Bath & Beyond, Old Pueblo Traders, Deliveroo, Costco, Restoration Hardware, Lululemon, Burger King, Supercheap Auto, Adairs, The Coffee Club, Hoyts Rewards, QFF, Cinemark, Accor Plus, Sam’s Club, Uber, Lyft (US) and not to forget gym memberships. They all provide some variation of a fee-based membership…
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