Loyalty International

Cultural nuances drive consumer motivations. By Ben Sadler. Loyalty programs often fail to understand the key drivers behind loyalty and how these drivers vary between cultures. Loyalty is not simply about providing monetary rewards or discounts; the driving forces behind effective loyalty programs are actually status, relationship and habit. Concentrating on these core behavioral motivations, and the cultural context that shapes them, will lead to more valuable customer connections.

Let’s focus on one driving force in particular: status. Status is dependent on social context as it provides an indication of where one fits into a hierarchy, as well as the benefits one gains as a result. Recognizing varying cultural norms around status can change the effectiveness of a loyalty campaign. To better understand how our various audiences derive status, consider three tactics: up, lateral, and down. read >>