Loyalty Programs

About The Book

<p><strong style=color: rgba(15 17 17 1)><em>Loyalty Programs: The Complete Guide</em> (2nd Edition) is the most comprehensive book on loyalty program theory and practice available.</strong><span style=color: rgba(15 17 17 1)> 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.</span></p><p><br></p><p><strong style=color: rgba(15 17 17 1)>Praise for <em>Loyalty Programs: The Complete Guide</em></strong></p><p><br></p><p><span style=color: rgba(15 17 17 1)></span><em style=color: rgba(15 17 17 1)>Loyalty Programs: The Complete Guide</em><span style=color: rgba(15 17 17 1)> 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.</span></p><p><strong style=color: rgba(15 17 17 1)>Tim Mason CEO of Eagle Eye and former Tesco CMO and founder of Clubcard</strong></p><p><br></p><p><span style=color: rgba(15 17 17 1)>Supported by over 170 case studies this 2nd Edition covers loyalty program theory (Part 1) and loyalty program execution (Part 2).</span></p><p><br></p><p><span style=color: rgba(15 17 17 1)>It features:</span></p><ul><li>The history of loyalty programs</li><li>Do loyalty programs work? An academic research review</li><li>The eight essential principles of a best-practice loyalty program</li><li>Loyalty psychology biases and heuristics</li><li>Loyalty program design frameworks and rewards</li><li>Games and gamification</li><li>Business-to-business (B2B) loyalty program approaches</li><li>Loyalty technology emerging capabilities and Web3 loyalty</li><li>Member data capture analysis and usage</li><li>Loyalty marketing and member lifecycle management</li><li>Commercial modelling benefits and considerations</li><li>Security and fraud risks and mitigations and legal considerations</li><li>Loyalty program operations</li><li>The future of loyalty</li></ul><p><br></p><p><span style=color: rgba(15 17 17 1)>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.</span></p><p><br></p><p><em style=color: rgba(15 17 17 1)>Loyalty Programs: The Complete Guide</em><span style=color: rgba(15 17 17 1)> 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.</span></p><p><br></p><p><em style=color: rgba(15 17 17 1)>Loyalty Programs: The Complete Guide</em><span style=color: rgba(15 17 17 1)> 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).</span></p>
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