29. The real value of loyalty programs with Adam Posner

Do loyalty programs really increase customer loyalty?

Think about how many different loyalty programs you are a member of. Are you really 'loyal' to all of them?  Retail loyalty programs are a contentious issue, as retailers spend a lot to maintain them but it's not always clear how much impact each program actually has.

In this episode of SHOPOLOGY, Dr Jason Pallant interviews Adam Posner, CEO of The Point of Loyalty and author of For Love or Money. Jason and Adam discuss what loyalty really means, the six currencies customers really care about, whether loyalty programs really impact loyalty, and how retailers can avoid the 'sea of sameness'. They even get into some future predictions, including what Adam calls the 'renaissance of loyalty', and the potential for NFTs and tokenised loyalty.

SHOPOLOGY is a show about retail and the science of shopper behaviour, hosted by Dr Jason Pallant, Senior Lecturer and retail expert at Swinburne University of Technology. Join Jason as he dives deep into big retail topics with a range of guests including retailers, consultants, and academic thought leaders.