The conversation about loyalty programs has shifted. For years, the debate centred on reward economics: are points too expensive? Is the tier structure right? Are...
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M&S Transforms Sparks: Pounds Not Points, Personalisation Everywhere
Marks & Spencer has relaunched its Sparks loyalty program with a fundamental shift in strategy: real money rewards deposited into a digital wallet, AI-powered...
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...
The Psychology of Status Tiers: Why Members Strive, Stay, and Fear Falling
Status tiers are among the most powerful mechanics in loyalty program design; Bronze, Gold, Platinum, or Ruby, Sapphire, Emerald, plus many other variations. These...
Do Loyalty Programs Work? Just Ask Auchan.
Auchan loyalty programs are not the most visible in global loyalty conversations. That is partly a function of geography; the French hypermarket group operates...
Should Australia Ban Frequent Flyer Programs to Break the Aviation Duopoly?
Tim Jordan built Bonza from an idea formed on his verandah, watching a Qantas plane fly overhead. Fifteen months and one million passengers later, it was gone. In...
Psychological Ownership in Loyalty Programs: The Science Behind “Mine”
There is a feeling that separates the most loyal customers of a brand from everyone else. It is not satisfaction or habit, but the feeling that something belongs...
Building emotional loyalty that goes beyond discounting
Building emotional loyalty is key to a successful loyalty program. As loyalty consultants we know that when margins tighten and consumers start counting every...
When Everyone Has a Loyalty Program, the Program Is Not Enough
Businesses find competitive advantage by creating differentiators in their industry. Products or services that look, feel or behave unlike their competitors make...
The power of partnerships in loyalty programs: three things every company should consider
No loyalty program is an island The best loyalty programs in the world extend value beyond the boundaries of a single brand. Partnerships are the mechanism through...
The Iran War means global recession. Is your loyalty program ready?
The economic shockwave is here In early 2022, recession seemed imminent, but the world muddled through. Inflation was painful but manageable. Interest rates rose...
Why The Striving Effect is The Next Evolution of Loyalty Program Design
For decades, loyalty programs have been built rewarding customers for what they’ve already done. I.e., Spend, Earn, Redeem. Repeat. But the most effective programs...