Free course / Move — Loyalty & behaviour
Loyalty that changes behaviour.
Learn why most programmes reward what would have happened anyway, and how to design one that moves something.
Join the free courseWhy this matters
Points are not loyalty. A programme earns its cost only when it changes what customers do next.
Five films
The course
- 01
Loyalty is a behaviour
The difference between a programme people join and a reason people return.
Film coming - 02
The four commercial jobs
Retain, grow frequency, move channels, lift value. Every mechanic should do one of them.
Film coming - 03
Rewards that do not reward
Spotting subsidy: benefits that pay customers for behaviour they already had.
Film coming - 04
Designing the next move
Choosing one behaviour to change and building the mechanic around it.
Film coming - 05
Measuring the move
Control groups, incrementality, and why member counts prove nothing.
Film coming
You leave with
- A test for every existing mechanic
- One behaviour to change, chosen
- A way to prove the programme earns its cost
Free / by email
Join the course
The films arrive by email, one at a time. It is part of one system: Know, Move, Feel, Connect.
Go deeper / Masterclass
Designing loyalty that earns its cost.
See the masterclassOne system / the other practices