Loyalty & Reward Co are bringing Loyalty Programs: The Complete Masterclass™ to Europe
Loyalty Programs: The Complete Masterclass™ is the Asia Pacific region’s leading loyalty education course, covering the latest trends in loyalty, such as emotional connection, experiential design, gamification, use of technology for loyalty, subscription-based programs, and more
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The course will cover:
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The history of loyalty programs
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Loyalty psychology and academic reviews
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27 loyalty program design frameworks
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Data and lifecycle marketing strategies to drive personalisation
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Technology, gamification and future loyalty trends
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Commercial modelling, and security and fraud risks
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All supported by over 170 case studies from all around the world.​​​​
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The eight modules will cover:
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Module 1: Introduction to loyalty programs - In this introductory session we define what a loyalty program is. We explore when loyalty programs first emerged, and how they have evolved over time. We review a wide range of academic research which has attempted to determine whether loyalty programs actually work. We examine the elements of best-practice loyalty programs which enable them to succeed.
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Module 2: Psychology, biases and heuristics - Loyalty psychology has heavily influenced the design of loyalty programs. In this session, we review a comprehensive body of psychological theories, biases & heuristics, and illustrate how they are applied within different loyalty programs to influence desired behaviours.
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​​​Module 3: Rewards, program designs and gamification - Different reward types are suited for different circumstances and situations. In this session, we investigate reward-type classifications, before diving into a review of twenty-seven different loyalty program designs. We then explain how games and gamification can drive deep member engagement.
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​Module 4: Member personal data - This session reveals how loyalty programs can play a key role in the entire data value chain; facilitating the collection of member personal data, utilising loyalty platforms to analyse the data and harnessing the insights generated to stimulate deeper member engagement. Consumer attitudes towards data collection are also explored.
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​Module 5: Loyalty technology and program innovation - Loyalty technology plays an increasingly critical role in the execution of best-practice loyalty programs. This session will review the core capabilities which leading platforms deliver, and explore some amazing innovations which the technology solutions are enabling.
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​Module 6: Loyalty marketing and lifecycle management - A significant advantage loyalty programs provide is the ability to track the engagement of an individual member over a period of time. This session explores how best-practice loyalty programs recognise where members are within their lifecycle and utilise relevant communications and offers to stimulate increased transactions, higher satisfaction and referrals.
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​Module 7: Loyalty program commercial modelling - Some loyalty programs make hundreds of millions of dollars profit. This session details how they achieve this, and explores other ways loyalty programs generate revenue. For a loyalty program to be effective, it must deliver a positive ROI. A range of models are presented which can be used to measure financial benefits.
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​​Module 8: Fraud risks, and the future of loyalty - Fraudulent activity and database breaches are extensive in loyalty programs. This session details the strategies program operators should apply to mitigate risks. We also explore what the exciting future of loyalty looks like globally​​​​​
Testimonials
Nectar 360
Liam Warmington-Holder
Vodafone
Michelle Williams
ASOS
Steve Gleadall
Costa Coffee
"What I have loved about the last couple of days was communicating with loyalty experts and discussing different ways to integrate loyalty, listening to other people, and how they approach loyalty with their brand. Overall, it's been a great experience!"
Talon.One
"The event has been amazing! It's great to digest the knowledge from 'Loyalty Programs: The Complete Guide' and to communicate with a bunch of great brands in the room about what's working and where we are stuck on our respective programs. It's great to be able to share best practices together; it's really valuable!"
Nottingham Building Society
"Despite having 25 years of experience in CRM, Loyalty, and Database Marketing, I have actually found some really interesting and progressive information that I will be taking back to the workplace."
Training faculty members
Philip Shelper
CEO / Founder
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Phil 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.
Hunter Murray
Strategy Consultant
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Hunter is a Strategy Consultant at Loyalty & Reward Co, the leading loyalty consulting firm. We design, implement, and operate the world’s best loyalty programs.
Hunter is knowledgeable in the areas of customer loyalty, project management, data analysis, Web3, and AI. He enjoys creative problem solving and working as part of a team to achieve challenging goals and objectives.
Hunter experience spans B2C and B2B businesses across industries including eCommerce, Energy, Financial Services, Hospitality, Property, Retail and Travel.
Ryan De Boer
CFO
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Ryan is CFO at Loyalty & Reward Co. As CFO, Ryan leads the commercial and financial modelling aspects of client engagements as well as overseeing Loyalty & Reward Co’s broader financial objectives and governance practices.
Ryan brings a wealth of loyalty expertise to all client engagements, drawing on over 15 years’ experience in the loyalty industry working with some of the largest programs across Australia and New Zealand including Qantas Frequent Flyer, Woolworths, MYER, NAB and Air New Zealand.
Scott Harrison
Senior Strategy Consultant
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Scott is a Senior Strategy Consultant at Loyalty & Reward Co. Scott is a customer experience and digital marketing specialist, with extensive experience across financial services, hospitality, retail and technology.
For over three years, Scott has worked with over twenty-five Loyalty & Reward Co clients to design and implement loyalty programs with a strong user-centric and data-driven approach, specialising in loyalty program design and strategy, complex lifecycle marketing journeys and customer experience design.