In a competitive loyalty landscape, emotional loyalty is a powerful differentiator. When members feel a genuine emotional connection, they’re not just more likely to stay – they’re also more engaged. At Kobie, we believe understanding the psychological motivators behind loyalty can help brands build tier programs that foster deeper emotional connections. Loyalty is Multidimensional A successful loyalty strategy utilizes more than just transactional data, it uncovers the emotional and behavioral motivations that drive members to engage. At Kobie, we employ a Triple Play Data™️ approach, focusin ..read more

Dupe culture has taken the retail industry by storm, particularly among younger shoppers looking for luxury on a budget. A “dupe” refers to a product designed to closely mimic a more expensive brand’s look, feel, or function at a fraction of the price. With the help of platforms like TikTok and Instagram, dupes have skyrocketed in popularity. Roughly 71% of Gen Z consumers report buying cheaper versions of name-brand products, often inspired by social media influencers (Business Insider & YouGov). For brands, this presents a dual challenge: navigating consumer demand for affordability whil ..read more

At Kobie, we believe that a strong company culture is deeply rooted in giving back. Our commitment to the community runs deep, inspiring us to support those around us, especially during challenging times. This dedication earned us the Tampa Bay One Award this year, recognizing our philanthropic efforts in the community we call home. This year, when hurricanes Helene and Milton struck, impacting many of our teammates and their families, the Kobie family knew they had to step up. In the aftermath, our entire team came together, organizing cleanup efforts, providing essential supplies, and even o ..read more

A strong brand community is one of the best ways to drive loyalty and engagement with your customers.  Communities are proven to create referrals, repeat business, reviews, feedback loops, UGC (user-generated content) and more. Moreover, brands can recognize the benefits of community advocacy by strengthening consumer trust and relationships, forming the underpinnings of long-term loyalty. Kobie partners with leading brands to leverage community-building strategies as part of broader Enterprise Loyalty Design. Here are some key principals for fostering brand community, and best-in-market ..read more

Tiers and status structures have long been a staple in loyalty programs, tapping into the human need for achievement and recognition. Kobie’s 2024 Consumer Research Report explores the current state of status in loyalty programs, highlighting how these structures can drive deeper engagement and emotional loyalty. The Duality of Tiers  Tiers serve a dual purpose in loyalty programs. Members expect tiers to deliver more frequent rewards (71%) and accelerated earning of loyalty currency (67%). Additionally, they look for access to exclusive benefits, events, and services as they move up the ..read more

The loyalty market is constantly evolving, with each industry experiencing unique challenges and trends. At Kobie, we view loyalty as a dynamic relationship that deepens as brands adapt to their members’ changing needs. Today’s travel loyalty programs are facing new challenges as digital transformation, consumer experience expectations, and market saturation reshape the landscape. A forward-thinking, flexible tier strategy helps brands stay connected with consumers by responding to these shifting dynamics. Dynamics Impacting Travel & Hospitality The loyalty market is changing at an unprece ..read more

Veterans Day is celebrated across the U.S. each year on November 11th. It is a time to honor and thank those who have served in the military for their sacrifices and dedication, and to show our appreciation. Whether attending an event virtually or in person, volunteering, donating to nonprofits that support veterans, or simply listening to the stories and experiences of those who have served, your efforts can help veterans feel valued. At Kobie, we thank all of our teammates who have served and those who continue to protect and defend our nation. We encourage curiosity as a value, and apprecia ..read more

When natural disaster strikes, nearly every industry has the unique opportunity to support their communities in real and meaningful ways. From telecommunications keeping us connected, to hotels offering refuge, and quick-service restaurants (QSRs) providing a comforting meal, different types of brands can play a vital role when it matters most. Let’s hear from one of our teammates who, in the wake of recent hurricanes, experienced firsthand how brands could make a meaningful difference through their loyalty programs. POV: The Role of Loyalty Programs in Times of Crisis Picture an ordinary morn ..read more

A loyalty program’s core purpose is to make engaging with a brand fun while fostering long term loyalty. It rewards members for their commitment, creating lasting love for the brand. Points, miles, or cashback offer members tangible value, often perceived as “fun money.” Behind the scenes, these rewards come with costs, which is something members rarely consider. For brands, finding the delicate balance between driving member engagement and managing program liability (the points that members accumulate) is essential. If a loyalty program’s liability is ignored, it can snowball into an unsustai ..read more

New Legislation May Limit Co-Brand Issuers from Devaluing Airline Loyalty Currency There has long been debate over whether points and miles earned in loyalty programs can be considered real currency. As loyalty practitioners, we know that a significant segment of members are hyper-aware of their points or miles balances, carefully maximizing their currency for the greatest returns. Airlines, in particular, have some of the most loyal members – individuals who go to great lengths to preserve their status each year and who are determined to get maximum value from their earnings. However, as prof ..read more