Editor’s note, May 2026: This master guide has been updated to reflect current Sephora Beauty Insider tiers, rewards, birthday gifts, savings events and Beauty...
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Member Engagement
Subway My Way Loyalty Program
Editor’s note, May 2026: This article was first published in December 2022. We updated it to reflect changes to Subway My Way, Sub Club and Subway Australia’s...
Loyalty Psychology: Expectancy Theory of Motivation
As loyalty consultants, we use loyalty psychology to strengthen loyalty program strategy and influence customer behaviour. Expectancy theory of motivation (Vroom,...
Burberry: Transforming luxury loyalty
Editor’s note, May 2026: This article was first published in May 2022. We updated it in May 2026. This update reflects the Burberry luxury loyalty program case...
Shining a light on the Spotlight VIP Club
Editor’s note, May 2026: This article was first published in July 2023. We updated it in May 2026 to reflect current Spotlight VIP Club benefits and Spotlight...
CommBank Yello: Transforming Customer Experience in Banking
Editor’s note, May 2026: This article was first published in May 2022, before CommBank Yello was fully rolled out. This update reflects the current CommBank Yello...
lululemon Membership: Worth the sweat?
Editor’s note: This article was first published in 2023. The original post appears below, followed by an update on how lululemon’s loyalty strategy has evolved...
Ryanair launches new annual membership
Editor’s note (April 2026): This post was originally published in 2019 and reflected Ryanair’s announcement of Ryanair Choice at that time. Since then, Ryanair...
Differences in Consumer Behaviour are Driven by Disposable Income, not Generational Cohorts
The loyalty industry has developed a comfortable habit of explaining consumer behaviour through a generational engagement lens. Gen Z want instant rewards. Boomers...
Why Customers Ignore Most Loyalty Programs
Loyalty programs are designed to create a mutually beneficial relationship where brands get repeat business and in return, customers get rewarded. Yet despite...
The True History Of Loyalty Programs
Loyalty programs have been around for hundreds of years, with approaches becoming more sophisticated over time. This article chronologically details the evolution...
M&M Launches first-ever loyalty program with Times Square sleepover prize
M&M's loyalty program launches with an extraordinary prize - a once-in-a-lifetime sleepover at their 25,000 square-foot Times Square flagship store...