Loyalty Programs: The Complete Guide

by Philip Shelper

Overview

Loyalty Programs: The Complete Guide is the most comprehensive book on loyalty program theory and practice available.

Loyalty programs, when designed and executed correctly, can work to generate increased visits, spend, brand affinity, advocacy, retention and market share. For this reason, they will continue to attract large amounts of investment and innovation globally.

Each chapter of this book provides critical insights which loyalty and marketing professionals can draw on to strategically design, execute, operate and optimise best-practice loyalty programs. Over 150 global case studies of loyalty programs are used to illustrate the core theories.

Loyalty Programs: The Complete Guide has been organised into 17 chapters which cover the history of loyalty programs, consumer psychology, loyalty program design frameworks, loyalty technology and trends, data capture and usage, games and gamification, security and legal considerations, loyalty operations and B2B loyalty programs.

Philip Shelper has extensive experience within the loyalty industry, including roles at Qantas Frequent Flyer and Vodafone, as well as running leading loyalty consulting agency, Loyalty & Reward Co. Phil is also the author of 'Blockchain Loyalty: Disrupting loyalty and reinventing marketing using blockchain and cryptocurrencies'.

Loyalty Programs: The Complete Guide was co-created by Loyalty & Reward Co's senior management team comprising of Max Savransky, Stacey Lyons and Scott Harrison. Max, Stacey and Scott have many years of experience within the loyalty industry working across hospitality, entertainment, financial services, eHealth, property, QSR and online retail companies. The Loyalty & Reward Co team specialise in loyalty program design, commercial modelling, member lifecycle marketing communications, loyalty technology and loyalty operations.

Loyalty Programs: The Complete Guide also includes contributions from widely-recognised loyalty industry experts Stuart Dinnis (global expert in loyalty finance), Lincoln Hunter (principal and founder of Loyalty Legal) and Michael Smith (co-founder of the Loyalty Security Association).

www.rewardco.com.au

Product Details

ISBN-13:	9780648353560
Publisher:	Loyalty & Reward Co
Publication date:	10/14/2020
Pages:	444
Product dimensions:	6.00(w) x 9.00(h) x 0.90(d)

About the Author

Philip Shelper has extensive experience within the loyalty industry, including roles at Qantas Frequent Flyer and Vodafone, as well as running leading loyalty consulting agency, Loyalty & Reward Co. Phil is also the author of 'Blockchain Loyalty: Disrupting loyalty and reinventing marketing using blockchain and cryptocurrencies'.

Loyalty Programs: The Complete Guide was co-created by Loyalty & Reward Co's senior management team comprising of Max Savransky, Stacey Lyons and Scott Harrison. Max, Stacey and Scott have many years of experience within the loyalty industry working across hospitality, entertainment, financial services, eHealth, property, QSR and online retail companies. The Loyalty & Reward Co team specialise in loyalty program design, commercial modelling, member lifecycle marketing communications, loyalty technology and loyalty operations.

Loyalty Programs: The Complete Guide also includes contributions from widely-recognised loyalty industry experts Stuart Dinnis (global expert in loyalty finance), Lincoln Hunter (principal and founder of Loyalty Legal) and Michael Smith (co-founder of the Loyalty Security Association).

Table of Contents

Introduction Loyalty Programs 18

Chapter 1 Loyalty program benefits and challenges 20

Chapter 2 The history of loyalty programs 25

Chapter 3 Do loyalty programs generate loyalty? 42

Chapter 4 Under what circumstances do loyalty programs work? 49

Chapter 5 Loyalty psychology 64

Chapter 6 Biases and heuristics 83

Chapter 7 Rewards 101

Chapter 8 Loyalty program design frameworks 110

Chapter 9 Business-to-business (B2B) programs 133

Chapter 10 Data capture, analysis, and usage 143

Chapter 11 Loyalty technology and emerging capabilities 163

Chapter 12 Member lifecycle management 185

Chapter 13 Games and gamification 196

Chapter 14 Monetisation and commercial modelling 207

Chapter 15 Legal 225

Chapter 16 Security and fraud risks, and mitigations 236

Chapter 17 Loyalty operations 250

Conclusion The future of loyalty 261

Appendix Key loyalty program metrics for program operators 267