Highlighting people, research and events that are making a difference in Loyalty Marketing
Evert De Boer publishes new book on Loyalty Currency Management
We have known Evert since co-working at Aimia over a decade ago. At that time, he pioneered many concepts and approaches to monetizing frequent flyer programs. There was a trend at the time to spin-off FFP’s from the airline, creating a separately owned and funded enterprise. The work was ground-breaking, and it inspired much of Evert’s work at On Point Loyalty over recent years.
Now, Evert has published a new book Loyalty Programs and the Currency Effect, in recognition that loyalty points have become so powerful that, if combined, they would form the world’s third-largest foreign currency reserve - surpassed only by the USD and EUR.
The new book ranges from designing your own currency and building a thriving marketplace to effectively managing your liability and is an essential guide for anyone in the loyalty space. You can find out more about the authors and the book here: www.thecurrencyeffect.com
The Loyalty Program Trends 2025 Report is HERE!
Open Loyalty has just released the 5th edition of Loyalty Program Trends 2025, now with a gamification expansion co-created with Yu-kai Chou, author and gamification pioneer. Since 2020, the Loyalty Program Trends Report has delved into the dynamic area of loyalty marketing across diverse domains.
In this latest edition, the report explores critical obstacles, unfolding trends, investment focal points, and the loyalty aspirations outlined by participants, with unfiltered insights into the trajectory of loyalty in 2025 and beyond. The report is based on insights from 220 loyalty experts (650+ across all editions) and covers 8 trends and challenges like AI personalization, gamification, and experience-based rewards.
The 2025 report provides you with 72 easy-to-digest pages with answers to the top customer loyalty trends and questions such as:
- What challenges do loyalty marketers expect to face in 2025?
- What loyalty goals will be the focus over the following year?
- What will be the most significant areas of investment in 2025?
- How do you see the future of customer loyalty programs over the next 2-3 years?
- What trends will have the greatest impact on loyalty marketing over the next 2-3 years?
- What brands are perceived as thought leaders in the loyalty space?
How are Consumers Adopting AI? Here's the Answers
Artificial intelligence makes the headlines daily. But while we’re all reading about AI, how many of us are using it? This report from Attest seeks to understand changing attitudes to technology in the era of Artificial Intelligence. This report aims to quantify both consumer openness to AI and their adoption of the technology.
The researchers focused on consumer sentiment towards brands using AI, and their likelihood to engage with AI during shopping journeys. Benchmarking against multi-market data from 2024, they found evidence that consumer readiness for AI in retail is increasing, driven by greater familiarity – and a growing belief that AI has the potential to improve customer experience. However, trust and ethical considerations remain important factors shaping adoption.