Published inThe Startup·PinnedMember-onlyHow to Nudge People to Go Further in a Loyalty Program?What we learned from a retail field experiment and an airline study Sophia is a member of a reward program. It’s almost the end of the year. She is only a base tier member at the moment, but she’s getting pretty close to…Marketing6 min readMarketing6 min read
PinnedMember-onlyReenvision Loyalty Series: Loyalty UnstuckAdvice on revamping your loyalty strategy and mindset Do you think loyalty is dead? Or are you trying to move beyond the same ol’ same ol’ loyalty strategy at your company? In the latest edition of the Reenvision Loyalty Series, our guest contributor Phil Rubin, a global leader in strategic…Loyalty Program12 min readLoyalty Program12 min read
PinnedMember-onlyReenvision Loyalty Series: Web3 and the Future of LoyaltyWhat 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…Loyalty6 min readLoyalty6 min read
PinnedMember-onlyDesign Effective Loyalty Programs to Boost Customer LoyaltyInsights 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…Loyalty Program5 min readLoyalty Program5 min read
Published inThe Startup·PinnedMember-onlyHow to Gauge Loyalty Program EngagementSix 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. This low engagement problem is likely even more serious during the pandemic, as health concerns have prompted consumers to stay away…Marketing8 min readMarketing8 min read
Published inBetter Marketing·Oct 26, 2022Member-onlyShhh…I Use a Brand I Don’t Want You to SeeThe 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…Marketing5 min readMarketing5 min read
Oct 12, 2022Member-onlyThe Future of Effective and Accountable Customer LoyaltyA 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…Loyalty Marketing18 min readLoyalty Marketing18 min read
Sep 14, 2022Member-onlyReenvision Loyalty Series: Web 3.0 — A Personal PerspectiveHow 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…Blockchain6 min readBlockchain6 min read
May 12, 2022Member-onlyHow to Best Design Short-Term Loyalty ProgramsLessons 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. But they usually run for only a…Marketing6 min readMarketing6 min read
Published inBetter Marketing·May 7, 2021Member-onlyThe Lucky Loyalty EffectWhat 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…Business6 min readBusiness6 min read