Micro communities can make brands. That’s because brands which successfully create a connected micro-community of engaged members can suddenly find themselves with a...
Loyalty Psychology
Luxury watch subscription programs; trend or fad?
As a Breitling owner, I was quite interested in their recently launched proposition called Breitling Select; a subscription based watch trial concept. Let’s take a look...
Loyalty Psychology with Philip Shelper – An interview by Roger Dooley
Roger Dooley is an author and international keynote speaker. (Since early 2020, he’s exclusively done virtual keynotes and remote workshops.) His books...
Join us for the Loyalty Programs Masterclass
Make 2020 more meaningful with the ADMA Loyalty Programs Masterclass. With practical hands-on learning from Australia’s leading loyalty consulting agency, Loyalty &...
Tips on building an emotional connection with your customers.
Developing an emotional connection between a customer and a brand generates many positive outcomes; a willingness to pay more, stronger commitment, word of mouth...
The beauty behind Mecca Beauty Loop
When conversing with clients, I often get asked the question ‘what’s your favourite loyalty program?’ I’m always joining, engaging with and contributing to hundreds of...
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...
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,...
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...
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...