Goal Gradient Effect First reported by Hull (1934)[1], the Goal Gradient Effect states that the tendency to approach a goal increases with proximity to the goal....
All the loyalty insights from our expert team.
Family travel when you can’t travel – A Letter From The World
A Letter From The World In these challenging pandemic times, taking kids on overseas travel to introduce them to new cultural experiences just isn’t possible....
Exploring the use of Scarcity Bias in loyalty programs
What is a Scarcity Bias? The scarcity effect (Worchel et al, 1975)[1] states the more difficult it is to acquire an item, the more value that item has. They...
IKEA FAMILY loyalty program: Did they just remove the free coffee perk?
Just when you thought life couldn’t get any worse . . . Today I received a very cryptic email from IKEA FAMILY stating: “We wanted to let you know that on 1...
Moral Self-Licensing: Why We Reward Good Behaviour With Indulgence
“I’ve been running every day, but I haven’t had this many snacks in years” is what the creator of the hit sci-fi show ‘Black Mirror’ said in a recent interview...
Here’s how major loyalty programs make hundreds of millions of dollars profit.
Globally, a small number of coalition loyalty programs are highly profitable, with their annual billings in the billions and profits in the hundreds of millions,...
Benefitting from behavioural biases
If loyalty programs aim to positively influence consumer behaviour, then understanding how consumers make decisions and the factors that influence decision making...
The Power of Digital EQ
I wanted to share an excellent example of acknowledgement, personalisation and customer engagement by Uber Eats – all thanks to a combination of really smart...
The curious absence of the ‘IKEA Effect’ from the IKEA Family loyalty program
What is the IKEA Effect? Norton et al (2011)[1] coined the ‘IKEA Effect’ as the title of their research paper, which detailed the value consumers placed on...
Why personalisation is essential to customer loyalty
Brands and marketers are increasingly recognising that personalisation is essential to building customer loyalty. Loyalty programs provide a great opportunity to...
Time for Dymocks Booklovers to turn the page?
Dymocks Booksellers is one of Australia's leading brands when it comes to books. In a retailing space where many have failed, constant innovation has allowed the...
4 consumer expectations for loyalty programs post COVID-19
Like many people enduring lockdown, I’ve had plenty of time to think. One of the questions I’ve been grappling with for loyalty program operators, is how will...