Unit 4 · Sales Promotion · Module 30 of 40

Loyalty and Retention Programmes

Learning objective

Structure earn-and-burn, tiered and paid loyalty designs around real value.

Concept summary

Loyalty schemes work when the reward is attainable, the data earned is used, and the mechanic reinforces higher-margin behaviour. Discount-only programmes buy transactions; recognition, access and convenience buy attachment.

Application task

Design a three-tier loyalty programme with earn rules, rewards and one success metric.