Loyalty Point

Share the Love

2014 Consumer Study into Australian Loyalty Programs

  • 80 page insight-packed report
  • 7 revealing findings for a successful loyalty program
  • More than 44 learnings for loyalty marketers
  • Robust and independent research with over 1000 loyalty program members
  • 1
  • 2
  • 3
  • 4

Take a look inside Australia's most comprehensive loyalty report

Share the Love is a must-have for anyone keen to understand what it takes to create an effective and profitable loyalty program.

Key learnings include:

  • How much data to capture and how to use it without being creepy?
  • Should a program let members share their rewards with others and what impact will that have on revenue growth?
  • Is a loyalty card still the connection to a program, or is a mobile app the way to go?
  • What is the impact on a brand when a member leaves a loyalty program?
  • What are the 2 critical forces that cause loyalty program defection?
  • Who are the top 10 most-recommended loyalty programs in Australia?

...plus 80 pages of other insights and learnings.

Going deeper, Share the Love seeks answers to:

    • Sharing my personal
      • 1. Sharing my personal information
      • Are members happy to share their personal data?
      • How important is exchanging their data for more relevant benefits and rewards?
    • Sharing my personal
      • 2. Sharing my love for loyalty programs with others
      • Do members recommend their programs to their friends and family?
      • Which customer segment talks the most about their programs?
    • Sharing my personal
      • 3. Sharing my rewards
      • How important is it for members to be able to share the benefits they gain with their friends, family, a charity or their wider community? We found 2 clear benefits for business.
      • Also SHOCK, horror...sharing their rewards even in DEATH!
    • Sharing my personal
      • 4. Sharing using smart technology
      • What are the opportunities for loyalty programs to connect more meaningfully with members using the plethora of devices available to them?
      • 5. Sharing with my card or phone
      • Do loyalty programs still need a traditional card or are members ready for a mobile app?
      • What do members want from an app?
      • Are they willing to pay for the benefits?
      • What 'Return on App' can you expect?
      • 7. Why I stop sharing my love for loyalty programs?
      • Is the loyalty to loyalty programs fading?
      • Why do members defect from their loyalty programs?
      • Does defection from a loyalty program impact on defection from the brand?

What marketers are saying about Share the Love

  • 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.

  • 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.

  • 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.

  • 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.

share the love

Buy the report and start taking your program to the next level

What is The Loyalty Point?

Created by Directivity and Citrus, with research independently conducted by First Point Research and Consulting, The Loyalty Point gives you the latest insights to help build a remarkable loyalty program.

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.

  • Adam Posner CEO, Directivity

  • Established in 2007, Directivity provides loyalty strategies that are meaningful for the member and profitable for the business. 

    Adam has been involved in a range of loyalty strategies and programs including large retail programs such as the new flybuys re-launched in 2012. He has also developed self-funding 'Return on Loyalty' models and loyalty programs for pharmacy, entertainment and large accommodation networks. 

    He is a regular speaker at loyalty forums and conferences and facilitates loyalty strategy workshops. 

    Adam is also the author of the practical book on loyalty - Give-back to Get-back -9 steps to a profitable loyalty program'

  • Peter Noble CEO, Citrus

  • Citrus is a specialist eCommerce and Retention Marketing Agency, focused on helping retailers & consumer brands to keep and retain their customers through data-driven, personalised & automated retention marketing programs across email, mobile, social and the web. 

    With more than 15 years experience in the digital marketing space, Peter has lead the Citrus team to deliver world-class digital marketing services for leading brands such as Sportsgirl, Coopers, adidas, Samsonite, TaylorMade adidas Golf, Review, Metalicus, and the Victoria Racing Club amongst others. 

    Peter is a passionate advocate of the power of loyalty programs to create long-term brand loyalty, particularly through digital communications across email, mobile, social media and the web.

Resources for Loyalty Marketers

  • 80 page Report

    7 revealing findings and more than 44 learnings

  • First in-depth research study

    53 page report on loyalty programs in Australia

  • Give-back to Get-back

    9 steps to a profitable loyalty program

  • Build a valuable loyalty program

    A 9 step guide

In the news