Most loyalty programs get designed from the business's side of the counter: more repeat purchases, more lock-in, more rewards for the customers who already spend the most.

In this Nikki Talks episode, Nikki names the reframe that changes all of it, that loyalty is what businesses want and not what customers are trying to give, and then walks through the most common loyalty program models, what each one is actually rewarding, and the design calls that separate a program people tolerate from one they genuinely value.

What you'll hear in this episode:

• Why loyalty is what the business wants and not what the customer is walking around trying to give, and how that single reframe changes everything about how you'd design a program.
• Four loyalty models (spend-based tiers, points-per-dollar, frequency punch cards, and paid membership) and the specific thing each one is actually rewarding.
• What Del Dotto winery does for Nikki's parents that no discount could ever replicate, and why it's a relationship rather than a rewards program.
• The Starbucks birthday-week change that turned a celebration into a coupon with an expiration timer, and why the same free drink suddenly started to sting.
• The one perk to put at every tier that money genuinely can't buy, and why a discount on something someone was already going to buy is the least loyal-making thing you can offer.

If you're building a loyalty program, or quietly wondering why the one you have isn't working, this is the episode that tells you what to fix first.

Connect with Nikki on Instagram: instagram.com/iamnikkimck

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