for love
or money 2016

Consumer research study taking the pulse on Australian loyalty programs and their impact on customer loyalty.

  • 87 page insight packed report
  • The fourth Australian research study that takes the pulse on trends and changes from previous studies in 2013, 2014 and 2015
  • Reveals 5 new strategic insights that impact on loyalty program engagement; program viability and members’ motivations to join loyalty programs PLUS an extensive breadth and depth of other insights
  • Australian loyalty programs reviewed
    • unprompted top 10 doing a very good job and
    • top 20 randomly selected programs ranked as excellent by members

For love or money 2016

What’s in this report that will make a difference to your customer loyalty strategies and loyalty program success

1. Tracking changes in the Australian Loyalty Landscape

This research continues to track changes to benchmark results from the 2013, 2014 and 2015 research studies including:

  • Volume of memberships
  • Activity in programs
  • Who is doing a very good job – TOP 10 loyalty programs revealed (unprompted)
  • Defection from programs – why and when (new insight)
  • Personalisation vs Privacy – the results are a reality check!

2. Revealing five new insights

It reveals answers to questions such as:

  • Are members taking advantage of the benefits their programs offer?
  • What impact would closing a loyalty program have on a business?
  • What are the three motivations for consumers to join a loyalty program?
  • How do programs best on-board new members?
  • What are the 24 ingredients of successful loyalty programs

3. Reviewing 25 Australian loyalty programs – top 20 excellent programs revealed

4. What’s a tattoo got to do with a customer’s brand loyalty? A fascinating result

What is The Loyalty Point?

Created by Directivity, with research reports independently conducted by First Point Research and Consulting, The Loyalty Point provides brands with the latest insights to improve their customer loyalty and retention programs and strategies.

Whether you are developing a new loyalty program or want to breathe life into an existing one, you will find insights for your program to become even more successful.

Who created The Loyalty Point?

Adam Posner - CEO


Established in 2007, Directivity provides customer loyalty strategies and programs for organisations operating in sectors as diverse as retail, accommodation, leisure and entertainment, trade, education and manufacturing.

Adam Posner (CEO and founder) is one of Australia’s leading loyalty program strategists and has been a data-driven direct marketer for more than 23 years. He started his loyalty life in the mid ’90’s with a shopping centre loyalty program initiative called “Scratch & Save”.

Since then he has been involved in a range of loyalty and retention programs from large retail programs such as the flybuys program re-launched in 2012 as well as developing financial ‘Return on Loyalty’ models for retail, trade, pharmacy, entertainment and large accommodation networks.

He has developed and utilises the proven and best-practice loyalty and retention program methodologies:

  • “Do You Really Need a Loyalty Program?” diagnostic to gain alignment and clarity on whether a program is right for the business and for their customers.
  • The “9 Steps to a Valuable Loyalty Program” to design, develop and deploy programs that are meaningful to the member and profitable to the business.
  • The review and revamp model to assess the value and viability of existing loyalty programs.
  • The 3 Motivations of Loyalty model that identify levers to move members to be more engaged with brands.

Adam is co-author of 4 of Australia’s most in-depth research studies on Loyalty Programs (‘for love or money 2013, 2015, 2016 and ‘Share the Love 2014’) and also the author of one of Australia’s only practical book on loyalty programs – ‘Give-back to Get-back - 9 steps to a profitable loyalty program’.

He has been widely interviewed on customer loyalty and loyalty programs including on radio (3AW and ABC Radio National – Money Show) and published in Marketing Magazine, Herald Sun, BRW, CMO, Colloquy, eConsultancy, AdNews, and SmartCompany.

Adam has presented on customer loyalty and loyalty programs at Loyalty World (2013), The Customer Show (2014) and ADMA Forum (2012 and 2013), ADMA Retention and Loyalty Marketing (2014, 2015, 2016), Customer TECHX Show (May 2015), Clarinden Global Faculty Director for July 2015 ‘Designing High Impact Customer Loyalty and Retention Programs’ , No Vacancy Accommodation Conference (2016) as well as tailored loyalty keynotes for clients including Accor Pacific, Choice International, and Horseland.

Resources for improving customer loyalty and retention

What marketers are saying about the loyalty resources

  • Lee Martin - Head of Digital and Shopper Engagement, Metcash

    The 'for Love or Money 2016' research is excellent. It’s great insight to how members view loyalty today and has been very useful to quote in support of our initiatives. I really liked the additional 5 insights this year, however would like to see the research push these insights beyond loyalty programs. Also a deeper dive into customer verbatims would add more richness to the facts and figures. Well done Adam!

  • Sian Paterson – Loyalty & Local Marketing Manager, Hairhouse Warehouse

    At Hairhouse Warehouse we identified the importance of loyalty to our business and that our current program was not able to achieve our strategic business objectives. We have spent the last two years embarking on a critical project to transform and redevelop our loyalty program. This involved completely overhauling the program from its mechanics, functionality right through to the design elements of the and look and feel. This project required extensive research and analysis, and a key part of this research was the consumer study into Australian Loyalty Programs produced by the Directivity group.

    These annual loyalty reports are an invaluable insight into the Australian loyalty landscape, which we used to compliment and support our own consumer research. I can highly recommend these reports to anyone working in the loyalty space as they are extremely informative, thorough and presented in an engaging and attractive manner.

  • Phil Hawkins - Head of Loyalty Operations - Loyalty, CRM and flybuys

    For Love or Money 2016 is a highly useful and informative research report, and the most comprehensive insight on Australian loyalty I've seen to date. The loyalty research studies from Directivity have quickly become the go-to resource for loyalty marketers in Australia.

  • Phil Hawkins

    Phil Hawkins - Head of Loyalty Operations, Coles

    “The research studies from Directivity and Citrus on Australians’ attitudes to loyalty programs are comprehensive and valuable, and this most recent study is an excellent piece of work, adding depth and greater insight.”

  • Peter Zafiris

    Peter Zafiris, Manager Sales and Marketing - BlueScope Australia and New Zealand | Distribution Division

    From a B2B loyalty perspective, the 'Share the Love' report provided me with deeper insights into the drivers and motivations of loyalty program members. I will use these insights to connect back to how loyalty is formed in a business to business framework. Specifically, understanding the reasons for defection from a program and the impact this will have on the brand, has given me the opportunity to ensure the success of our loyalty program. Well done Adam Posner and Pete Noble - you have truly shared the love with this report.

  • Meagan Reay

    Meagan Reay, Group Marketing Manager - Bakers Delight

    It’s a great piece, and there are some terrific insights, especially relevant to those already in the loyalty game and wanting to extract maximum value from their program.

  • Dave Prior

    Dave Prior - Founder, Five:am organic yoghurt

    Share the Love really lifts the lid on what motivates members to be closer to the program they are a member of. There are some actionable insights for marketers to enhance the connection to their customers which translates into more revenue for their business. This is a valuable report for any marketer who wants more loyal customers.

  • Leah Grinter

    Leah Grinter, Director of Marketing - Thirsty Camel

    Share the Love provides an insightful view into Australian consumer’s perceptions on loyalty programs. As Marketing Director of Thirsty Camel’s Hump Club loyalty program I found the information broken down by demographic (age and gender) particularly interesting, proving that a ‘one-size fits all’ model is ineffective in today’s environment. ‘Share the Love’ is a must-read for anyone running, or considering developing, a loyalty program for their business. I certainly have a few pages of notes and actions to follow up on for our program after reading it.

  • Phil Hawkins

    Phil Hawkins - Head of Loyalty Operations, Coles

    Congratulations on your 2014 study; it’s a great piece of work, with plenty of food for thought.

  • Angela Heck - General Manager, Card Marketing Services, Pinpoint

    Share the Love provides deep insights into how and why Australians use loyalty programs. This is an invaluable piece of current local research for anyone taking a close look at loyalty in Australia.

  • Alistair Wright - Wright Engagement

    Share the Love is a hugely valuable study, shedding light on some key vital statistics of loyalty marketing in Australia. Both client organisations and their advisers are likely to find this research challenges the ‘received wisdom’ of studies conducted overseas.

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