Description

Introduction

Loyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy. 

What You’ll Learn in This Episode

• Loyalty is behaviour not marketing Why customers choose you repeatedly and what actually drives that decision 
• The difference between earned and manufactured loyalty How emotional connection and incentives play very different roles 
• Why most loyalty programs become table stakes When points and perks stop differentiating and start costing you margin 
• How status and psychology shape behaviour Why tiers, exclusivity and recognition change how customers act 
• What makes loyalty worth investing in today How rising acquisition costs and choice are forcing brands to rethink retention 

Bonus Nuggets

• Airlines are the masters of engineered loyalty How status drives irrational behaviour and emotional attachment 
• Amazon Prime rewires purchasing decisions Why convenience can override price sensitivity 
• Data is the real currency of loyalty programs What brands are actually buying when they offer rewards 

Call to Action

If you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away?

Connect with us:

•  Ben van Rooy – https://www.linkedin.com/in/benvanrooy/
  
•  Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/
  

Explore more from Canned

•  Canned the Marketing Podcast: www.cannedmarketing.com
  
•  Cue Marketing: www.cuemarketing.co.nz
  
•  Human Digital: www.humandigital.com
  

Timestamps

00:00 Intro to loyalty and why it’s misunderstood
 03:00 B2B conference reflections and budget realities
 05:00 SXSW and shifting marketing sentiment
 08:00 McDonald’s PR moment and brand response
 09:30 What loyalty actually means
 11:30 Earned vs manufactured loyalty
 15:00 Airline loyalty and status psychology
 18:00 Rising acquisition costs and retention pressure
 21:00 Types of loyalty programs explained
 24:00 Tiered programs and Mecca example
 27:00 American Express and premium loyalty
 29:30 Cashback and discount pitfalls
 31:30 Coalition programs and data value
 33:30 Experiential loyalty and exclusivity
 35:00 Subscription models and lock-in
 36:30 When loyalty programs go wrong
 39:00 Woolworths and everyday loyalty
 41:30 The future of loyalty and AI
 44:30 Community and brand-driven loyalty
 45:30 Wrap up and key takeaways

www.cannedmarketing.com 

Stephanie Quantrill - Linkedin

Ben Van Rooy - Linkedin