Loyalty Programs: The Complete Guide

Loyalty Programs: The Complete Guide (2nd Edition) is the most comprehensive book on loyalty program theory and practice available. It combines a wide range of academic research, loyalty psychology, and industry expertise to deliver a comprehensive and global view of all aspects of loyalty programs.

Praise for Loyalty Programs: The Complete Guide

“Loyalty Programs: The Complete Guide is an extremely valuable resource for loyalty and marketing professionals. In fact, I found it so helpful that Eagle Eye now buys a copy for every new member of our sales team to give them a comprehensive understanding of the global loyalty landscape. I particularly enjoy the case studies which really bring the concepts to life. Highly recommended.”
Tim Mason, CEO of Eagle Eye and former Tesco CMO and founder of Clubcard

“An outstanding guide, not only to the mechanics and economics of loyalty programs, but to the behavioural thinking behind loyalty strategy. Having been involved in the loyalty industry for many years, I found it a fascinating source of historical context, a great overview of the industry today, and a practical roadmap to the key drivers of customer value across a range of loyalty program types. A must-have for anyone in the industry.”
Neil Thompson, former CEO, Velocity Frequent Flyer

“Loyalty Programs: The Complete Guide is one of the most thorough resources for loyalty and loyalty programs. It’s practical, pragmatic and comprehensively covers all aspects of loyalty from history to psychology through to program design and operating models including commercials. There is something for every loyalty professional in this book – from emerging loyalty marketers through to senior stakeholders and decision makers.”
Lizzy Ryley, CEO, Loyalty NZ

Supported by over 170 case studies, this 2nd Edition covers loyalty program theory (Part 1) and loyalty program execution (Part 2).

It features:

• The history of loyalty programs
• Do loyalty programs work? An academic research review
• The eight essential principles of a best-practice loyalty program
• Loyalty psychology, biases, and heuristics
• Loyalty program design frameworks and rewards
• Games and gamification
• Business-to-business (B2B) loyalty program approaches
• Loyalty technology, emerging capabilities and Web3 loyalty
• Member data capture, analysis, and usage
• Loyalty marketing and member lifecycle management
• Commercial modelling, benefits and considerations
• Security and fraud risks and mitigations, and legal considerations
• Loyalty program operations
• The future of loyalty

Author Philip Shelper is CEO and Founder at leading loyalty consultancy, Loyalty & Reward Co. He has extensive experience within the loyalty industry as a designer, speaker, educator and researcher. In addition to designing loyalty programs for over 100 brands globally, he previously held loyalty roles at Qantas Frequent Flyer and Vodafone. Phil is a member of several hundred loyalty programs, and an obsessive researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program.

Loyalty Programs: The Complete Guide was co-created by Loyalty & Reward Co’s senior management team including Stacey Lyons, Scott Harrison, Ryan De Boer and Max Savransky. The Loyalty & Reward Co team specialise in loyalty program design, implementation and operation for major brands globally.

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