Regan Yan

Leveraging the ‘Goal Effect’: Loyalty Programs That Work

While they’re not a new idea, loyalty programs are everywhere. Whether you are using the services of a restaurant, coffee shop, airline, hotel, or even nail salon, you can bet your bottom dollar that they operate some sort of loyalty program. At Gloria Jean’s Coffee,...

“Aha, I Knew It!”, 3 Ways to Use the Confirmation Bias in Marketing

Suppose you have spent your entire life believing that motorcyclists are unpredictable, careless and blasé. One afternoon, whilst driving home, you see a motorcycle rider moving erratically through traffic. Instead of thinking that this rider just happened to be in a hurry, it’s almost...

The Sunk Cost Fallacy: A Marketing Opportunity

Suppose you have spent your entire life believing that motorcyclists are unpredictable, careless and blasé. One afternoon, whilst driving home, you see a motorcycle rider moving erratically through traffic. Instead of thinking that this rider just happened to be in a hurry, it’s almost...

The Power of Loss Aversion in Marketing

Whether it’s losing money on the stock market, or seeing your favourite soccer team lose in the World Cup, it comes as no great revelation that humans really don’t like to lose. This concept is commonly referred to as ‘loss aversion’. As we associate...

3 Reasons Why You Don’t Get Value Out of Your Data & How to...

It’s much easier to collect data than it is to create value from it. It’s not hard to get customers to sign up for a loyalty program or to get customers consent to use their data. So why is it so hard to create...

AI won’t steal your marketing job, here’s why

There have been numerous studies that show that AI contrary to conventional wisdom does not in fact reduce employment, rather it creates jobs. Here are my own views and experience of how AI creates work. When people think about implementing AI to decision what offer...

Leveraging Social Proof to Increase Customer Engagement

Ever wonder why, when you’re out at a group dinner, several people decide to order the same meal, right down to identical side dishes and accompanying condiments? Perhaps everyone was attracted to the same dishes? It’s possible. More likely, however, some of the people...

The Paradox of Choice: Why less is more when it comes to engagement

It’s no secret that as humans we like to exercise our freedom of choice. Having choice is important as it helps us to express our identity and allows us to consume what we like according to our personal preferences. Whether it’s selecting what to...

Getting Customers to Say YES: The Commitment Principle

The term ‘commitment principle’ was coined more than thirty years ago by Dr. Robert B. Cialdini in his book “Influence: The Psychology of Persuasion”. Despite having been around for so long, the concept remains as relevant today as ever – offering marketers a stimulating...

Dear Santa: Here’s Our Top 5 Martech Wish List For 2018

It’s the most wonderful time of the year! For us marketers, this means a lot of hustle and bustle; Christmas campaigns, New Year, sale season, wrapping up 2017, and it goes on and on. During this time it’s easy to forget about our own...

3 Big Under-The-Hood Challenges That Stand Between You and Successful Marketing Automation Implementation

Marketing automation has moved from buzzword to industry standard on the road to becoming ubiquitous in all walks of business. It’s safe to say that marketing automation is here to stay. However, despite its popularity, many marketers around the world are stumbling time and...

The Battle of the Century; AI vs. the Human Mind

Artificial intelligence (AI) plays a large role in our industry and has been a hot topic for decades. With Siri and Alexa helping us throughout the day, AlphaGo’s historic victory against world champ Lee Sedol, and Tesla’s self-driving car system, one might wonder where...

AIMIA, Aeroplan, Air Canada and the meaning of loyalty

For anyone following the news in our industry over the past week or so, you would have noticed that the Aimia Inc. stock price is down over 70%. This follows the news that Air Canada has decided to withdraw from the Aeroplan loyalty program...

Where’s the truth in MarTech?

image credit: pixabay We live in a world where marketing changes in the blink of an eye, and it’s important to keep abreast of new developments in order to stay ahead in the race. But how do we know what industry best practice is and...

My Marketing Automation Shame…

Photo credit: Pixabay For over 12 years now, we at Digital Alchemy have built a business on the mantra that Marketing Automation is the saviour of direct marketing. It saves marketers from being forced to execute broadcast communications and finally enables them to unlock...

Why Loyalty Programs Fail & 6 Ways to Fix Them

Photo credit: Pixabay Loyalty programs are like bottoms these days, everyone has one. Retailers, airlines, banks, telcos, coffee shops, restaurants; almost anyone who has customers has some form of a loyalty program, even my local bakery has one. Recent studies have shown that...

New Posts