Where loyalty comes to grow.
The independent research, benchmarks and definitions behind the world's loyalty programmes. Relied on by the people who build them, the vendors who serve them and the analysts who measure them.
Searches every published page. Try Aeroplan, breakage, or Yotpo.
Coverage
14 bodies of loyalty knowledge, one standard of evidence.
Every entry is confirmed against a real source before it is published, and every count below is computed from the records at build time. The total is the sum of the rows above it.
- 305 Glossary Defined plainly, linked to the decisions they drive
- 233 Programmes Same measures applied to every one
- 99 Vendors On what they do, not what they claim
- 71 Decisions Each with what would change our mind
- 57 Learn How the economics actually work
- 34 Comparisons Every dimension held for both sides
- 18 Positions Each with the condition that would prove it wrong
- 10 Consultants Admitted on repeat category presence
- 8 Events Each checked against the organiser's own site
- 8 Guides Whole subjects, start to finish
- 4 Tools Run in your browser, never gated
- 4 Templates Every section visible on the page
- 3 Research Computed across the register itself
- 1 Member questions Answered only where the answer is held
- 855 Pages published Every one carrying its sources
Concentration
Airlines and retail hold 50% of profiled programmes.
Counted across all 233 profiled programmes, not sampled. Each bar is the number of programmes profiled in that sector.
Tiering
Tiers are universal in hotels and airlines, and absent in fuel and grocery.
112 of the 214 programmes whose tier status is known operate tiers. 19 programmes that do not publish their tier status are excluded. Sectors shown hold eight or more programmes.
Analysis
Every decision is argued to a recommendation.
A decision page states what to do, what breaks if you do it, and the condition that would change the answer. One from each area of programme design:
- 01 Should you design loyalty for account takeover resistance Risk and fraud
- 02 Should your loyalty programme serve businesses or consumers Strategy and governance
- 03 Should you rely on a breakage assumption Economics and liability
- 04 Should you build or buy the loyalty platform Technology
- 05 Should your loyalty programme reward competing channels Partners and channel
- 06 Should your awards use dynamic or fixed pricing Earn and redemption
Curriculum
Start with whether to run a programme at all.
The curriculum starts with whether to run a programme at all, then covers what a point costs, how tiers are funded and what to measure first.
- 01 B2B vs consumer models Getting started
- 02 Cheaper alternatives to a programme Getting started
- 03 Coalition basics Getting started
- 04 Does your business need a loyalty programme? Getting started
- 05 The frequency and margin tests Getting started
- 06 Points, tiers or paid Getting started
Independence
Nothing here is paid placement.
This site sells no loyalty software and takes no fee from any company it profiles. No entry can be bought, improved or removed by its subject. That is the only reason its analysis is worth reading.
Every inclusion rule is published, and every figure is computed from the records it describes rather than typed by hand.