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HomeTHE HOTTEST TOPICSLoyalty in the digital age

Loyalty has evolved as a concept. Traditionally, it has been points-based, and very effective at rewarding customers based on transactional spend. Now, it’s different.

Founded in 1996, Fly Buys is New Zealand’s biggest loyalty programmes. It has huge penetration, with 78 percent of Kiwi households active in the

Colleen Ryan, head of strategy at consumer demand agency TRA, discusses how retailers are using loyalty programmes to influence shoppers' choices.

Kiwi start-up My Food Bag is on a course for market domination with the addition of Saatchi & Saatchi executive Kevin Roberts.