Episode 23

#23: Dan Gipple on Leveraging Loyalty Psychology to Drive Social Change.

Published on: 20th February, 2020

Loyalty programmes are best known as a powerful tool to drive consumers to buy more and spend more however in some rare cases such as "Bella Mossa" in Italy, the programme is drive social change and sustainable behaviour. 

In this episode, Dan Gipple, founder of Better Points, together with Marco Amadori of the City of Bologna Public Transport Authority, created a unique programme to incentivise residents of Bologna to cycle, walk and use public transport instead of driving - and with remarkable results. This loyalty programme was even featured by the BBC in their "World Hacks" series!

We discuss human behaviour, the psychology of consumer loyalty and some ways in which programmes can be funded when the objectives are non- commercial.

Show Notes:

BBC News - Clip featuring the city of Bologna's loyalty programme. 

Bella Mossa - Using Rewards to incentivise citizens of Bologna to drive less frequently,

Dan Gipple.

Better Points Platform. 


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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.