This section contains articles analyzing loyalty programs as a specific cultural phenomenon. This phenomenon is changeable, and we think it is important to see the stages of its evolution. We are looking for theoretical questions, which will help to reveal the meaning of loyalty programs as an important tool of modern market. The articles also refer to basic scientific concepts from theoretical economics and sociology.

The Future of Loyalty Programs: NFT as Rewards

24 April 2023

The tokenized art market, known as non-fungible tokens (NFTs), has recently gained immense popularity. For instance, a pop-tart cat meme sold for $590,000, and the first tweet of 2006 was purchased for nearly $3 million. In Indonesia, Ghozali earned approximately 1.5 billion for his selfies on OpenSea, the largest NFT marketplace.

PBIS student rewards: pros and cons

19 December 2022

PBIS has been present in American schools long enough to become a familiar environment for students and teachers alike. According to feedback from educators, PBIS does an excellent job of creating a positive school environment.

Connecting to My Tesco via

30 November 2022

Tesco is the UK's leading grocery retailer, accounting for a quarter of all offline grocery sales and more than half of all online grocery sales. Much of this achievement is based on the advanced digital technology that Tesco began to adopt consistently a few years ago. We are talking about the My Tesco service and our tesco/experience connectivity.

What is a loyalty card?

27 August 2022

A loyalty program is usual system of rewarding customers, usually tied to a plastic card. There is a point of view that loyalty programs exploit customers more than they provide benefits. Is this true? Let's try to find out.

Loyalty cards. Are they worth it?

5 July 2022

If you live in a big city, you probably have a lot of loyalty cards from retail chains and branded stores. However, the vast number of discount and bonus cards has become a problem for consumers. Digital loyalty cards have emerged as a solution, but there have also become so many of them that the problem of an overabundance of cards persists.

How to get the best supermarket loyalty card? Loyalty cards comparison

29 March 2022

Serious competition among food retailers has led to competition of loyalty programs. The best-known loyalty cards belong to three large grocery chains - Tesco, Lidl, Iceland and Sainsbury's Nectar. These supermarkets offer large-scale loyalty programs and provide their customers with the widest range of goods.

Loyalty program: From Nudge to Big Nudging

7 May 2020

Loyalty program as a strategy to keep clients in a hyper-competitive environment is part of nudge theory. Nudge theory, or libertarian paternalism, was proposed as a new kind of economic policy in 2008 by economist Richard Thaler in collaboration with legal scholar Cass Sunstein. But now individuals making choices they would not otherwise have made, such as buying some overpriced or unnecessary goods. In other words, Nudge turns into Big Nudging.

Loyalty Programs: Customer Factors

22 April 2020

Several factors influence the success of the loyalty program, among which the role of the customer is important. The customer is a subject of modern society, which is included in an extensive network of communications, economic and information flows.

Structure of Loyalty Program’s Rewards

20 April 2020

To understand the loyalty program, it is important to understand the role of rewards offered to consumers. Reward is directly related to the consumer's sense of satisfaction, so the structure of rewards should be in line with the task of producing it. To analyze the structure, it can be conventionally divided into such parts as type of rewards, size, frequency and representation.

Loyalty Program Tiers

14 April 2020

Many loyalty programs are based on a multi- tiers structure - from 1 and 2-3 tiers to 10 tiers and more. For example, tiered program AliExpress now has 4 tiers - Silver, Gold, Platinum, Diamond. The very idea of dividing into tiers is based on the Pareto principle, also known as the 80/20 principle (20% of clients contribute the most to the firm's revenue).