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Is it really loyalty if you have to pay for it?

26 September 2019

Is it really loyalty if you have to pay for it? Author: Ros Netto, CRM & Loyalty Consultant, Truth Many notable loyalty programmes have adopted the pay-to-play (subscription based) model where members pay a recurring fee to stay in the…

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Increased redemption drives increased engagement

26 September 2019

Increased redemption drives increased engagement Author: Amanda Cromhout, CEO, Truth   It’s an age-old theory that if you create a loyalty programme on high breakage that the numbers in the business case will add up nicely. This era in loyalty programme…

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The importance of redemption

25 June 2019

Increased redemption rates benefit not only the customer in his / her experience but also the brand which will benefit from more engaged customers, richer data as a result and a clear decrease in attrition.  Watch the following video clip as Truth discusses…

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Short term marketing campaigns vs. long term customer loyalty strategies

18 June 2019

The continuing price wars continue to impact customer purchase decisions across the airline, supermarket and telco industries among the big players in South Africa making customers seemingly less loyal to one brand.  It seems the perception out there to attract new customers…

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Loyalty & the youth – How should we approach loyalty for the younger generations?

12 June 2019

Young people (under the age of 25) are far less likely to use loyalty programmes, why is this? Loyalty programmes have in the past not been innovative enough to capture the attention of the youth. Brands have had to work hard…

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Should brands be expiring loyalty points?

6 June 2019

An often hotly debated topic in loyalty is whether or not brands should be expiring points accumulated by members which are unredeemed. In the below podcast, Truth discusses the opportunities and risks relating to expiring points and the different approaches brands…

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Key considerations to drive the most effective results from your loyalty programme.

3 June 2019

Offering customers a loyalty programme, because everyone else has one, will not fix any misalignment in your  marketing mix.     A loyalty programme will also not succeed by providing the results you seek if you treat it as a short term sales campaign. Instead, it requires a long…

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Gender and loyalty programme usage – it’s a woman’s world

27 May 2019

It may not be surprising to see that women are members of more loyalty programmes than men, and that the type of loyalty programmes they belong to are skewed towards grocery and clothing, versus men who seem to gravitate towards the ‘financial’ loyalty offerings.   Are we…

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