Human dynamics of spending: Longitudinal study of a coalition loyalty program

Large-scale data of a coalition loyalty program is analyzed in terms of the temporal dynamics of customers’ behaviors. We report that the two main activities of a loyalty program, earning and redemption of points, exhibit very different behaviors. It is also found that as customers become older from their early 20’s, both male and female customers increase their earning and redemption activities until they arrive at the turning points, beyond which both activities decrease. The positions of turning points as well as the maximum earned and redeemed points are found to differ for males and females. On top of these temporal behaviors, we identify that there exists a learning effect and customers learn how to earn and redeem points as their experiences accumulate in time.