The surprising power of secret consumption in fostering brand connections — Search the phrase “Starbucks secret menu”, and you’ll find numerous webpages dedicated to the topic, including a recent Glamour article with the title “Starbucks Secret Menu: 60 Best Drinks to Order in 2022.” Brands’ use of secrecy is not limited to menus. The Jeep brand incorporates hidden symbols into the…

What the innovations of Web3 mean to future loyalty practices The world of loyalty is changing. Burgeoning technologies, shifting customer values, and an unprecedented global pandemic all demand that businesses reconsider what loyalty means, what role loyalty should play in business strategy, and how to create sustained loyalty. This year…

Insights from three decades of academic loyalty program research Is your business launching a new loyalty program? Or perhaps you’d like to revamp an existing program. In either case, you are likely to ask how you should best design the program for maximum effectiveness. A research study to be published…

Six signals loyalty research says you should look for Consumers belong to a lot of loyalty programs, but they are only active in less than half of those programs. …

A Reenvision Loyalty Conversation with Wharton Professor Peter Fader The future of loyalty will put the management and valuation of customer assets at the center of the organization, not only for marketing but also for other functional areas. What will this future of accountable customer loyalty look like? Loyalty Science…

How loyalty marketers should prepare for Web 3.0 The Reenvision Loyalty Series was launched to answer one question: “Where is the world of loyalty headed?” In this newest addition to the series, we feature a commentary by Mike Capizzi, CLMP, a 50-year veteran of the marketing services industry and a…

Lessons Learned from 879 Programs in 45 Countries When resources are too scarce to support a long-term reward program, some businesses dip their toes into temporary loyalty programs instead. These short-term programs have similar point accumulation and redemption structures as their permanent counterparts. …

What it is and what it means to manage your promotions — Last month, Panera Bread celebrated Earth Month with sweepstakes for a limited edition Bread Bowl Bike. This month, LEGO VIP Rewards is honoring Star Wars Day (“May the 4th Be With You”) with sweepstakes for a one-of-a-kind LEGO Star Wars “Dutch” Vander mini-figure and photo signed by actor Angus MacInnes…

Evidence from a multi-sector coalition loyalty program What do Air Miles, Bumped, PAYBACK, Plenti, and the S&H Green Stamps have in common? Although these loyalty programs come from different eras and different geographic regions, they share one common design component: instead of being offered by a single or dominant firm…