We design loyalty programs that drive acquisition spend engagement retention cost savings advocacy insight
The world’s only global pure-play loyalty consultancy
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Trending Insights & News
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 labels do not just describe a benefits package. They activate a set of psychological forces that drive...
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 April 2026, he addressed a Senate committee inquiry, and for the first time since Bonza's collapse, spoke...
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 to them. Psychological ownership is the subjective sense that a target is "MINE," independent of legal...
How we create real value
Design
In-depth discovery of data, customers and frameworks.
Comprehensive strategy to engage, retain and delight.
Implement
Evaluation and selection of best suited technology.
Successful program implementation and launch.
Evolve
Data-driven optimisation and evolution
Expert loyalty ROI and financial management
World class clients demand world class work
Brands we’ve delighted
As the loyalty consulting experts, we are experienced in building and operating some of the most successful B2B and B2C loyalty programs across multiple industries globally.
FEATURED CLIENTS
Success stories
We create loyalty programs with impact. Learn about the problems we have solved and the success we have shared with some of the world’s best brands through loyalty consulting and operations.
We share as much knowledge as we can
Loyalty is our obsession
Our award-winning loyalty consultants constantly review the global market for customer loyalty trends, teach loyalty to marketing professionals, and literally wrote the book on loyalty.
BOOK
Loyalty Programs: The Complete Guide
A comprehensive and global view of all aspects of loyalty programs combining a wide range of academic research, customer loyalty, loyalty psychology and industry expertise.
DIRECTORY
Loyalty Technology Solutions Directory
A comprehensive, unbiased guide to global loyalty technology solutions, combining industry expertise, market insights, and in-depth vendor listings to help organisations select the right platforms with confidence.
SERIES
Do Loyalty Programs Work? Best-in-class Examples
WHITEPAPER
The Essential Eight™: Guiding Loyalty Principles
COURSE
Loyalty Programs: The Complete Masterclass
Read our latest expert insights
Carnival Cruise Line’s VIFP Program Updates!
Editor’s note: This article about the Carnival VIFP program was originally published in April 2023. Since then, Carnival has confirmed that its VIFP Club will be...
Petco Pals Rewards plus Vital Care membership: The best of both worlds
Editor’s note, April 2026: This article was first published in January 2023 and reviews the Petco Vital Care loyalty program at the time of launch. Since then,...
The Ultimate Guide To Chick-fil-A One
Did you know that 57% of consumers spend more on brands they're loyal to? That's exactly why Chick-fil-A One® has become one of America's most successful...