Loyalty Programs: The Complete Guide

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 covers:

• The history of loyalty programs
• Do loyalty programs work? An academic research review
• Loyalty psychology, biases and heuristics
• Loyalty program design frameworks and rewards
• Business-to-business (B2B) loyalty programs
• Member data capture, analysis and usage
• Loyalty technology and emerging capabilities
• Member lifecycle management
• Games and gamification
• Monetisation and commercial modelling
• Security and fraud risks, and legal considerations
• Loyalty program operations
• The future of loyalty

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).