While working at Accenture redefining the Marriott Bonvoy Loyalty Program, we did additional membership mindset research to better guide our additional clients on what levers they can use when designing membership and loyalty programs.

The project was an in depth research project in which we did weeks of ethnographic interviews and audience research. The outcome was 5 distinct loyalty mindsets, still applicable today, which sit on a matrix balancing functionality and emotional value, and passive and active engagement.

These mindsets were leveraged to inform the future Best Buy membership program and were the centerpiece for a Loyalty Conference Accenture hosted for its 7 biggest clients.