Creating Effective Loyalty Programs: The Role of Loyalty Consultants
30 May 2023
Philip Shelper

Building customer loyalty is a vital component of business strategy for most companies, especially major brands. One of the effective ways to foster customer loyalty is through a well-designed loyalty program. More than just offering rewards or discounts, a loyalty program should embody the brand’s values and purpose, creating a deeper connection with customers. This is where the expertise of loyalty consultants comes into play.

Loyalty Consultants: Driving Customer Engagement and Brand Loyalty

Loyalty consultants are professionals who specialise in crafting, refining, and executing customer loyalty programs. With a deep understanding of loyalty psychology, these consultants are well-versed in creating strategies to increase customer engagement and loyalty.

Their role includes evaluating a company’s current loyalty program, identifying areas for improvement, and designing new value-added offers. They work towards developing an engagement strategy that encourages customers to interact more with the brand, hence, building stronger relationships.

Loyalty Consulting: Designing Best-Practice Loyalty Programs

When designing a loyalty program, loyalty consultants focus on the brand’s unique values and purpose, ensuring these are deeply ingrained into the program’s structure. This alignment fosters a stronger connection between the brand and its customers, increasing the chances of the program’s success.

Determining the best-fit loyalty program design is a crucial step. The program must be easy to understand, deliver meaningful value and generate emotional engagement with the member.

Loyalty consultants advocate for a program design that aligns with the brand’s identity and customer expectations, while ensuring it is sufficiently stimulating to drive member engagement.

Leveraging Loyalty Consultants for Major Brands

For major brands, working with loyalty consultants can lead to significant benefits. A well-executed loyalty program can enhance the brand’s image, increase market share, and improve overall profitability. By offering personalised offers, rewards, and additional services, these programs can be used as competitive tools to win the hearts, minds, and wallets of customers.

As the loyalty management market is expected to grow significantly in the coming years, major brands can stay competitive by investing in loyalty consulting services to design and implement effective loyalty programs.


In today’s competitive market, a well-designed loyalty program can be a key differentiator for brands looking to retain their existing customers. But creating an effective loyalty program is not easy, especially for brands that don’t have the expertise or resources in-house. That’s where loyalty consultants come in. By bringing their expertise, objectivity, and specialised skills to your brand, they can design and implement a best-practice loyalty program that drives engagement and retention.

If you’re looking to take your loyalty program to the next level, consider working with Loyalty & Reward Co’s consultants who have worked on over 100 project globally over the past decade.

Looking to implement personalisation into your loyalty program?

Our loyalty consultants can help. Contact us to learn more about our comprehensive loyalty services and talk with our loyalty consultants to understand how to develop or optimise your loyalty program strategy.

<a href="" target="_self">Philip Shelper</a>

Philip Shelper

Phil is the CEO & Founder of Loyalty & Reward Co, the leading loyalty consulting firm. Loyalty & Reward Co design, implement and operate the world’s best loyalty programs for the world’s best brands. Phil had previously worked in loyalty roles at Qantas Frequent Flyer and Vodafone. Phil is a member of several hundred loyalty programs, and a researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program. Phil is the author of ‘Loyalty Programs: The Complete Guide’, the most comprehensive book on loyalty programs on the planet.

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