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…

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…

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…

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…

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,…

Truth is proud to partner with UCT GetSmarter to provide insights to their marketing students on loyalty & CRM best practices. Truth shares her experiences and views about CRM and loyalty in South Africa.  The topics discussed in this interview include: challenges…

Many of our clients ask us why they should be creating a loyalty programme and the answer is simple: to gather customer data. A loyalty programme allows a business to capture customer data and combine it with internal business (e.g. product) data to really start understanding…

Customers demand choice & brands are giving it to them. In the last 18 months we’ve witnessed brands changing their programme propositions to meet the demands from consumers to allow more flexibility when it comes to rewards earning and redemption. Whilst…