Zombie = a person who has no energy, seems to act without thinking, and does not notice what is happening (Cambridge Dictionary definition). Adam Posner definition: Zombie loyalty program members = members of a program who don’t know why they are members, what’s in for them, don’t really identify or scan (or if they do, don't know why) and rarely redeem…with little or no care factor or knowledge of the program. (In one of favourite Loyalty Leader interviews, Glenn Baker (who at the time of the interview was General Manager of Everyday Rewards) spoke about active engagement in loyalty prog ..read more

An interview by Adam Posner with Rosie McFarlane – Head of Loyalty at MECCA Brands. If you have not heard of Beauty Loop – the membership program of MECCA , then you have been hiding under a rock for way too long! A loved rewards program for many (could be million+), the Beauty Loop membership program of MECCA delivers “access to some truly beautiful rewards”, connects a passionate community and from what this interview reveals some results that may bring tears to your eyes. I have been waiting for this Loyalty Leader interview (#28) with Rosie for many moons now and to have had the ..read more

Edition #3 II February 2024 Welcome to Edition #3 of What’s the point? - the February 2024 Viewsletter with a collection of ideas, insights and interviews on customer loyalty and loyalty programs to help lift your loyalty strategies and programs out of the sea of sameness. They have been collated from our interview series with Loyalty Leaders, the ongoing For Love or MoneyTM customer loyalty and loyalty program research and our experience in designing and deploying customer loyalty and loyalty programs since 2007. Hey loyalty programs, it's time to break up with breaka ..read more

An interview by Adam Posner with Locky Wright - Loyalty and CRM Manager, ANZ Techtronic Industries (Australia) Pty Ltd – Consumer Division I’ve been looking forward to this Loyalty Leader interview (#27) with Locky, who is leading My Ryobi, the member experience program of the Ryobi Brand part of the TTI Group. With 2024 in progress, the timing was just right for this interview as the new My Ryobi member experience program launched in August 2023 has had some time to engage customers and provide insights, learnings and results (some of which are shared in this article). I love these intervie ..read more

A scenario recently played out in our household. A birthday. Record player wanted. A sizeable purchase (in the $100’s). Where should we get it? “I have a gift voucher for JB Hifi and I have a $10 welcome coupon from JB Hifi Perks. Let’s go there.” Did the gift voucher stimulate the decision to visit or did the loyalty program offer or both? In this case it was mainly the gift voucher as the value was greater than the welcome offer from the program. However, the cumulative effect was enough stimulus to go. There was also the knowledge that JB Hifi have the product range. Joyalty* = Moments of M ..read more

As we scramble, jump, roll, dive, amble into 2024 (whichever active verb suits you), I continue to reflect on the insights gained from the 26 Loyalty Leader interviews I have completed since 2018. (Spoiler alert: Many more to come in 2024) I have had the privilege of learning from these leaders in loyalty and sharing their ideas and wisdom to inspire the wider customer loyalty and loyalty program marketing community to take action to lift their customer loyalty and loyalty programs out of the sea of sameness. One of the questions I ask the Loyalty Leaders is – What’s the most underestimated fo ..read more

Thanks to Toy Story Woody argues Buzz's ability to fly. Buzz has faith and proves he can. A classic story with many insights. Infinity[1] … the concept of something that is unlimited, endless, without bound. … ‘And beyond’… is there such a concept as ‘beyond infinity’? Arguably NO, however extending infinity is more of a mindset than a reality. Loyalty programs in 2024. To infinity. And beyond... Bringing the context of loyalty programs into the mindset of ‘Infinity and beyond’ is where I believe (and with bias) loyalty programs can and must evolve. Change is definite. The world, your business ..read more

Data here, data there, data everywhere (even on the dark web). Data – as – a – currency Data – as – a - product Data – as – a – ransom Data – as – a – personal identity Data – as – a – personalisation enabler Data – as – a – service Data – as – a – timesaver Data – as – an – Intelligence Whether used for good or evil, data permeates so many layers of our lives – both personal and business. And so, because loyalty programs are well-known for collection and use of member data, we continue to research for insights on loyalty program members’ attitudes towards data. It is their data, the data they ..read more

Edition #2 II Nov/Dec 2023 Welcome to Edition #2 of What’s the point? - a collection of ideas, insights and interviews on customer loyalty and loyalty programs to help you lift your loyalty strategies and programs out of the sea of sameness. They have been collated from our interview series with Loyalty Leaders, the ongoing For Love or MoneyTM customer loyalty and loyalty program research and our experience in designing and deploying customer loyalty and loyalty programs since 2007. Loyalty Leader interviews Glenn Baker – General Manager, Everyday Rewards at Woolworths A Loyalty Leader who bel ..read more

For loyalty programs to continue to be relevant to their members and make an impact on the challenges of the world around us, it’s critical to look beyond the points, perks and birthday offers. For this reason, we have continued to research for insights on loyalty program members’ attitudes towards programs: solving problems in their lives (self-orientation) and solving problems in the world around their lives (selfless orientation) For the first time in the annual For Love or MoneyTM research and 2023 edition, we explored eleven ideas on where loyalty programs can play their part to solve p ..read more