Loyalty Programs

The leading loyalty reference used by loyalty professionals everywhere. Now expanded and updated with over 250 global case studies.

Loyalty Programs: The Complete Guide (3rd Edition) is the most comprehensive book on loyalty program theory and practice available. It combines academic research, loyalty psychology, and global industry expertise to deliver a complete, global view of every aspect of loyalty programs.

Loyalty programs have become the most important marketing discipline of the 21^st Century. As first-party data grows scarce and AI reshapes how people buy, a well-designed loyalty program enables brands to know their customers, keep them, and grow their value over time.

Whether you are designing a program from scratch, managing one that needs to generate a better return on investment, or developing a business case for your board, this book will provide you with the expert guidance you need.

Inside, you will find the tools to:

• Design a best-practice program, using proven frameworks
• Implement the right technology, rewards and benefits, and member experience
• Operate and evolve with commercial modelling, analytics, and ROI measurement
• Future-proof your program for AI, agentic commerce, and a privacy-first world

From loyalty psychology and program design through to fraud, governance, and commercial modelling, it is the complete guide.

Praise for Loyalty Programs: The Complete Guide

• "The one book in this space that treats loyalty as the complex, cross-functional discipline it actually is, rather than a simple rewards mechanic."
• - Fabio Martini, Global Marketing Director, ASICS
• "Factual, methodical, and grounded in a deep understanding of how loyalty programs actually work."
• - Max Byloff, CEO of Loyalty, Comarch
• "A refreshingly complete view of what loyalty strategy should be."
• - Kate Lisko, Senior Product Manager, The Estée Lauder Companies Inc.

Author Philip Shelper is CEO and Founder of Loyalty & Reward Co, the world's only global pure-play loyalty consultancy. He has consulted to over 160 brands worldwide and previously held loyalty roles at Qantas Frequent Flyer and Vodafone. Phil is a member of several hundred loyalty programs and an obsessive researcher of loyalty psychology and loyalty history, all of which he draws on to understand what makes a program succeed.

Loyalty Programs: The Complete Guide (3rd Edition) was co-created by the expert Loyalty & Reward Co team, including Stacey Lyons, Scott Harrison, Ryan De Boer, David Schneider, Federico Couret, and Hunter Murray, with contributions from Michael Smith and Sam Panzer.