From scale to significance, everything you need to know about the Australian loyalty market

The Wiser Loyalty podcast seeks out the brightest minds in loyalty marketing around the globe. In this series we bring you interviews with C-level executives who are transforming strategy into measurable marketing campaigns and impacting change in the ways brands connect and build relationships with their customers.

In this episode, Bill speaks with Adam Posner, CEO and founder of The Point of Loyalty, an Australian-based independent customer loyalty consultancy. Adam has been advising brands on loyalty program strategy since 2007, and since 2013, he has commissioned and authored nineteen in-depth consumer research studies under the title of For Love or Money™.

The studies track the pulse of customer loyalty and loyalty programs in Australia and New Zealand and are instructive to brand and loyalty marketers wherever they do business.

The theme of the just-released 14th edition of For Love or Money™ is IMPACT. As Adam shares, “facts are facts, but stories are remembered.” There are plenty of facts in this report, and Adam brings them all together in this conversation via this aggregating mantra: “a stat provides an insight, an insight provokes you to take an action, an action creates an impact.”

In a landscape where nearly every Australian consumer belongs to a program, the conversation is shifting from scale to significance. From identification to identity. Join Adam and host Bill Hanifin, Managing Editor The Wise Marketer, to walk through the most provocative findings of the 2026 report, and learn his perspectives on where loyalty is heading.

This conversation is so rich, we will be posting it in three parts. At the end, you will be able to listen through the entire recording and take advantage of all the insights and provocative perspectives.

Time Stamps for the Time Starved   

2:11 – The Impact Edition – What does it mean?
5:19 – Key Insight: High loyalty penetration but lower recall
9:45 – Moving from “identification to identity”
13:14 – 11 Elements that Offset Points Value in Loyalty
16:48 – The importance of Convenience and Time
18:04 – The SPVX™ index – Simple, Personal, and Valuable
20:41 – Why do Subscription Programs have Consumer Influence?