Developing an emotional connection between a customer and a brand generates many positive outcomes; a willingness to pay more, stronger commitment, word of mouth...
Max Savransky
People are compelled to give back; the Norm of Reciprocity explains why.
What is the Norm of Reciprocity? The reciprocity norm refers to an expectation that people will help those who helped them (Gouldner, 1960)[1]. For example, one person...
A discussion about retention; Annex Cloud and Loyalty & Reward Co.
I was recently interviewed by Al Lalani from Annex Cloud, as part of their Market Movers series. https://youtu.be/qmotAIdwBD8 We had a wide-ranging conversation that...
Exploring the use of Scarcity Bias in loyalty programs
What is a Scarcity Bias? The scarcity effect (Worchel et al, 1975)[1] states the more difficult it is to acquire an item, the more value that item has. They conducted...
The Power of Digital EQ
I wanted to share an excellent example of acknowledgement, personalisation and customer engagement by Uber Eats – all thanks to a combination of really smart thinking...
The curious absence of the ‘IKEA Effect’ from the IKEA Family loyalty program
What is the IKEA Effect? Norton et al (2011)[1] coined the ‘IKEA Effect’ as the title of their research paper, which detailed the value consumers placed on...
4 consumer expectations for loyalty programs post COVID-19
Like many people enduring lockdown, I’ve had plenty of time to think. One of the questions I’ve been grappling with for loyalty program operators, is how will consumer...
The big brands doing their bit to combat COVID-19
The COVID-19 pandemic has had a terrible impact on many businesses and indeed, on the economy as a whole. As a result, many companies have been looking to explore new...
The evolution of a member offer strategy; getting the simple things right is key.
The My Dan Murphy’s program launched a few years ago with the key benefits of member offers, tailored VIP events and the chance to enter competitions. I must...
Watch Rocketman to rocket your points earn
The other day I bought some movie tickets for my wife and I to see the new Elton John biography, Rocketman. For those of you contemplating seeing it - yes, it was great...