Loyalty Programs · Behaviour change · Component
The measured change
What actually differs, in the behaviour the programme targets rather than in whatever moved.
The deliverable
What it is
A programme designed to increase frequency should be judged on frequency. Judging it on spend allows a redistribution to be read as an increase.
Redistribution is the common finding: members concentrate existing spend rather than spending more, which produces a member-level increase and no organisational one.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The target behaviour
What the programme was designed to change.
3 attributes: Behaviour · In control · In members
LearnThe redistribution
Whether spend moved rather than grew.
3 attributes: Type · Share of category · Source
Learn
Members concentrating existing spend rather than spending more is a real gain and a different finding.