9 reasons people engage with loyalty programs

Adam Posner’s 9 reasons people engage with loyalty programs — unpacking each driver from both an emotional and strategic marketing lens

✳️ FELSPUCCC Framework (mnemonic)

Adam often abbreviates these 9 drivers as:

FELSPUCCC →

Financial | Experiential | Love of Life | Save Time | Personal | Use My Data | Choice | Cause | Community

1️⃣ Financial Currency

💰 “Make it worth my while.”

This is the most traditional and measurable form of loyalty — points, cashback, miles, or vouchers that give customers tangible, monetary rewards for repeat behaviour.

• Why it matters: People feel smart when they “earn while they spend.”

Future trend: Gamified micro-rewards (e.g. instant credits, crypto tokens, carbon points).

2️⃣ Experiential

🎉 “Make it memorable.”

Customers want experiences money can’t buy — early access, backstage passes, VIP previews, unique events.

• Why it matters: Experiences deepen emotional attachment far more than discounts.
• Example: Mastercard’s “Priceless” or Qantas’ exclusive member experiences.

3️⃣ Love of Life – Joyalty / Moments of Magic

💫 “Make me feel good.”

Joyalty is Adam’s idea that loyalty should spark joy. It’s about delighting people with unexpected gestures or ‘moments of magic.’

• Why it matters: Emotion drives memory — and memory drives repeat behaviour.
• Example: A handwritten note, a surprise birthday perk, or a random act of kindness.

4️⃣ Save Time

⏱️ “Make my life easier.”

Loyalty is convenience. Priority lanes, one-tap checkouts, personalised dashboards — all remove friction.

• Why it matters: Time is the new currency. Loyalty equals efficiency.

Example: Amazon Prime’s “skip the queue” mentality.

5️⃣ Personal

💬 “Know me.”

True loyalty feels personal — when brands use data to make interactions relevant and human.

• Why it matters: Personalisation breeds trust and emotional connection.

Example: Spotify Wrapped or Netflix recommendations.

6️⃣ Choice

🛍️ “Let me decide.”

People value the power to choose their rewards — from points to experiences, from causes to cashback.

Why it matters: Autonomy is empowering; choice signals respect.

Example: Flybuys allowing members to use points for travel, retail or charity.

7️⃣ Cause

🌍 “Let my loyalty do good.”

Purpose-driven loyalty lets people contribute to causes they care about (environment, education, health).

• Why it matters: Aligning brand values with customer values builds deep emotional loyalty.
• Example: Woolworths Everyday Rewards members donating points to Foodbank.

8️⃣ Community

🤝 “Connect me to others.”

Humans crave belonging. Loyalty programs can unite members with shared interests, values or lifestyles.

• Why it matters: Community transforms transactions into tribes.
• Example: Nike Run Club or Sephora Beauty Insider communities.

9️⃣ Use My Data (with Permission)

🔐 “Use my data wisely.”

People are willing to share their data if it’s used transparently to improve their experience.

• Why it matters: Trust is the foundation of modern loyalty.
• Example: A retailer using purchase data to send useful, not spammy, offers.

the question is - which loyalty programme to use ?