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Loyalty Training

Special guests from across the loyalty industry will also participate to present specialised content.

“The course provided an informative and engaging look into where loyalty programs began, how they’re evolving and how they can deeply connect with consumers. The concepts and theories were clearly communicated and easy to understand. I would highly recommend this course to anyone with an interest or role relating to customer engagement and retention.”

- Trent, News Corp Australia

The course is designed for anyone operating in the loyalty industry or marketing professionals seeking to deeply understand loyalty programs as a core marketing discipline.

The Complete Masterclass


How to get there:

€2330.00 + VAT


Location Details:


To be confirmed

Sponsored by:

Training faculty members:


Delivered Phil Shelper and Tom Peace

Our Berlin training course is sponsored by Talon.One and will take place at their Berlin headquarters. Here's an overview of what to expect from our upcoming course!


This course is the most comprehensive loyalty and customer engagement course on the market, covering 8 core modules

Delegates will also receive a free copy of Philip's book, Loyalty Programmes: The Complete Guide, as well as a ticket to Talon. One's main loyalty and promotions summit INCENTIVIZE

The eight modules will cover:

  • 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.​

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

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