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.