What Does Usher Have To Do With Your Loyalty Scheme?

What Does Usher Have To Do With Your Loyalty Scheme?
SHARE
THIS



The custodians of businesses loyalty programs should be looking to rapper Usher for inspiration.

What does the American singer have to do with your brand’s loyalty program I hear you ask?

Well, up until about 10 seconds in his catchy tune OMG (see below) features exactly the kind of emotion businesses should be aiming to stir in their customers, according to Directivity’s CEO and co-founder Adam Posner.

Surprise and delight listed as the third most important benefit consumers want when joining a loyalty program, according to Directivity’s recent report ‘Share The Love’.

“We have to put in more surprise and delight, unexpected rewards and random acts of generosity,” Posner said at ADMA’s breakfast event Loyalty Schmoyalty in Melbourne today.

“There is a little sector in your brain where unexpected pleasures stimulate your brain far more than an expected pleasure,” he said.

That part of your brain is known as the nucleus accumbens (Woah. Big word. Click here for more if you are that way inclined).

Posner cited an example where Kmart in the US pumped more than $150m in points into their loyalty scheme’s Shop Your Way member accounts.

Now that’s a surprise. “No pressure flybuys,” Posner quipped.

Posner also said that loyalty schemes need to have a clear purpose and value proposition for members to avoid the frustration customers often experience.

Like when they are dealing with Barbara from Bank World:

Or worthless points schemes:

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]