The first modern loyalty program, according to a New York Times article by Nagle (1973), commenced in 1793, when a Sudbury, New Hampshire merchant began rewarding customers with ‘ copper tokens’. Others might contend that is exactly what a modern loyalty program design is a non-fiat exchange system utilising tokenised currencies. While some of the characteristics are quite similar to a modern loyalty program, is this really a loyalty program? Some might argue it is simply a societal exchange system developed in the absence of fiat currency. Those high up enough to earn surplus tokens could redeem them on other goods and services, in the same way that frequent flyer members with lots of points can redeem them on flights and on non-flight rewards such as iPads, KitchenAid mixers and Gucci handbags. The tokens could also be exchanged for things other than bread and beer.
This could be construed as a variant of the status tier bonus, where higher tier members earn bonus points for transactions to reward them for their loyalty. The Rhind Mathematical Papyrus details examples and mathematical equations regarding how higher positions, such as the skipper, crew leader and doorkeeper, received double bread tokens compared to the rest of the crew. The more senior people in the hierarchy were rewarded with the same tokens but received bonuses. The tokens were physical things, made from wood, then plastered over and painted and shaped like a jug of beer or a loaf of bread. The most common were beer and bread tokens. Instead citizens, conscripted workers and slaves alike were all awarded commodity ‘ tokens’ (similar to loyalty points or miles) for their work and temple time. In Ancient Egypt: Anatomy of A Civilisation Professor Barry Kemp argues that ancient Egyptians practised a type of reward program similar to modern frequent flyer programs, including status tiers and the ability to redeem on a wider variety of rewards.įor much of the pharaoh’s thousands of years of rule, they did not have money. Cryptocurrencies and Tokenised Assets (Today).This article is the most in-depth look into the history of loyalty programs ever written, and covers the most significant phases of loyalty program evolution. Loyalty programs have been around for hundreds of years, with approaches becoming more sophisticated over time.
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