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…Read More
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…Read More
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…Read More
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…Read More
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…Read More
Over the past few years we have explored the rising trend of rewarding loyalty members for non-transactional behaviours and according to this year’s data, consumer interest and attitudes are improving. The popularity of incentivising and rewarding desired behaviours beyond transactions is understandable. From a brand…Read More
How do you create a loyalty programme for top-end customers who are not influenced by discounts and saving money?
We believe, for long-term loyalty you need to connect with your customers through unexpected moments of delight, on an emotional level. People crave the unexpected and are attracted to moments that money can’t buy. Because loyalty gives you permission to engage with customers,…Read More