Richard Shotton: Uncertain rewards are the answer to enhancing loyalty schemes

Contrary to common belief, consumers are more likely to take action if the incentive is of uncertain value, offering a way to make loyalty schemes both cheaper and more effective.

… Not only are uncertain rewards better at changing behaviour but they also cost less.

… Richard Shotton is deputy head of evidence at Manning Gottlieb OMD and author of The Choice Factory. He tweets at @rshotton.