Adidas Creators Club – a loyalty program fail.
Creators Club is the loyalty program of global mega-brand Adidas. It is always surprising to engage with the loyalty programs of major brands and discover poor design, sloppy execution and …
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. We had a wide-ranging conversation that spanned the psychology of retention, loyalty design …
Why progress is motivating: the loyalty psychology behind the Goal Gradient Effect.
Goal Gradient Effect First reported by Hull (1934)[1], the Goal Gradient Effect states that the tendency to approach a goal increases with proximity to the goal. Hull found that rats …
Exploring the use of Scarcity Bias in loyalty programs
The scarcity effect states the more difficult it is to acquire an item, the more value that item has. They conducted experiments where students were asked to rate the value and attractiveness of cookies that were either in abundant supply or scarce supply.
Moral Self-Licensing: Why We Reward Good Behaviour With Indulgence
“I’ve been running every day, but I haven’t had this many snacks in years” is what the creator of the hit sci-fi show ‘Black Mirror’ said in a recent interview …
Benefitting from behavioural biases
If loyalty programs aim to positively influence consumer behaviour, then understanding how consumers make decisions and the factors that influence decision making is an important area of research in loyalty …
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 products they partially created. …
The Psychology of Surprise & Delight in Loyalty
Surprise and delight is very powerful from a consumer psychology perspective. A marketing strategy designed to increase customer loyalty and engagement through unexpected rewards, the surprise and delight approach focuses …
Customer Engagement & Loyalty Course: Sydney, May 2020
While the Australian loyalty industry is highly sophisticated and thriving, trying to access a loyalty education in Australia has always been challenging. Designing, implement and operating a loyalty or member …
Mad Mex, let’s not burrito around the bush
It was lunch time and I had a mission: get some food and join a new loyalty program. I knew there was one place to go. As a fan of …