Loyalty One

Unexpected sources of program creativity

I always wave to suppress a big gulp of apprehension when I hear The Question.

It comes all too often, from marketers and loyalty practitioners eager to spark up their programs: “What’s the best example of creativity in loyalty in my industry?” They’re looking for innovative strategies that that they can adapt to differentiate their own programs.

After a hesitant pause, I have to be honest with my response. The answer is usually, “There’s just not that much creativity out there in your vertical.”

It pains me to give such a disappointing answer, but that speaks to the larger issue of why I’m getting that question in the first place. Clearly, practitioners want to keep their programs fresh and evolving. They’re looking for creativity and imagination. But unfortunately, I see too many searching inside the box for out-of-the-box solutions. Why are practitioners so obsessed with only comparing themselves to others in their industry sector and country?

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