A loyalty programme can do wonders for your brand. If you play your cards right, new consumers will come back to you and loyal customers transform into real brand ambassadors. But if you play your cards wrong, that same loyalty programme becomes a curse instead of a blessing. The key is to create a concept that is valuable to both the brand and the consumer. Everyone likes to get stuff for free. So if you, as a brand, are willing to give something away, you have made the first step. But if you want your loyalty programme to be successful, ‘free’ isn’t enough. If you want to influence people’s purchasing behaviour, you will first have to understand that behaviour and the underlying motivations. In the study ‘The Endowed Progress Effect’ two American researchers, Joseph Nunes and Xavier Dreze, gained a fascinating insight.