Find the Job Behind the Repeat Purchase
Identify the customer job a loyalty mechanic should help members accomplish.
A transaction can be bought; loyalty has to fit a job. Jobs to Be Done reframes loyalty from "what reward do customers like?" to "what progress are customers hiring this program to make?" In loyalty management, that shift matters because repeat purchase can be purchased with subsidy without creating attachment. A member may redeem because the offer is cheap, convenient, identity-building, risk-reducing, or simply available. Those are different jobs, and they imply different program mechanics. The mechanism is diagnosis before design. Functional jobs are practical: save time, replenish without forgetting, unlock a family bundle, or simplify travel. Emotional jobs are…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in