The Loop Newsletter | October 2026

‘Ello and welcome back to The Loop! This month, we're celebrating the strong foundation you've built, and showing you how a little surprise can make your membership even better.

In this month’s edition →

• Why consistency + surprise is a winning combo
• Treat-filled ideas to try this month
• Spotlight On: Brodsky Orthodontics
• And anything else you may have missed

Consistency builds habit, but…

Every great reward program has a rhythm. Show up, earn points. Hit a milestone, cue the confetti! Your members know the drill, and that's a great thing. If your program is up and running, you've already nailed the hardest part: turning a visit into a routine, and a routine into real loyalty.

But wait, there’s a plot twist! The brain loves a routine, but it delights in a surprise. Research shows unexpected rewards light up the brain's reward center more than predictable ones, even when the reward is exactly the same. Think of it as the difference between knowing what's in the candy bowl versus reaching into a trick-or-treat bag. So, how do you turn a solid foundation into something unforgettable? You keep them guessing.

Surprise keeps the fun alive.

Surprises excite us all. It's that little thrill when your hotel room gets upgraded, or finding a forgotten $20 in your winter coat. Psychologists have found that we get used to good things fast, so what thrilled us the first time feels normal by the tenth. A fresh surprise breaks that pattern and brings the "wow" right back.

Here's the business case: surprise and delight is an investment, not an expense. In two real-world store experiments, shoppers who received a small, no-strings-attached gift as they walked in spent nearly 30% more than those who didn't, and that extra spending outpaced the cost of the gift. Best of all, the size of the gift barely mattered. What made the difference was that people felt genuinely appreciated.

And with your membership, you hold that power! Your Culturello platform is packed with ways to make someone's day when they least expect it. Bonus points landing on a random Tuesday just because, a personal note celebrating a member’s milestone, or a shoutout for the team member who stayed late to help. Even a fun survey or a hidden QR code can turn an ordinary visit into a little adventure.

Surprise and delight your members this month:

Make a big deal out of small holidays. Every month is packed with fun, quirky holidays that make perfect excuses for a surprise point drop! October 10th is World Mental Health Day, a great time to check in on your team and give them a little pick-me-up. And October 29th is National Cat Day, so invite members to share a photo of their furry friend (in office or on social media!) for a few extra points. Schedule it all ahead of time with a Holiday Automation, and the surprise takes care of itself.

Surprise roll-call and employee check-in. Keep your team checking in by dropping an unexpected Roll Call in the Connect Feed, and award bonus points to everyone who responds by a set time. Switch up the prompt each time, or grab a ready-made idea from the Connect Feed content library. Not using Culturello Employees yet? Here's one more reason to check it out!

Add a mystery with limited edition prizes. Give your rewards menu some trick-or-treat energy! Add a limited-time "mystery prize" to your Hub, like seasonal swag, a local gift card, or a fun office perk, and keep what's inside a secret until someone redeems it. It gives members a fresh reason to check their points and come back to the Hub. Once it's claimed, share the big reveal on social media to build buzz for the next one!

Client Spotlight: Brodsky Orthodontics

The team at Brodsky Orthodontics turned their rewards program into a force for good. To support their breast cancer awareness initiative, they launched a promotion inviting members to join the team for a 5K walk, donate their Hub points to the fundraiser, or both!

By adding a donation as an in-office prize in their Hub, Brodsky gave their members a meaningful way to put their points to work for a cause close to their community. We love to see it!

Learn about Promotions here →

In case you missed it:

📝 New Blog Post The Patient Referral Gap in Dental and Orthodontic Practices

83% of happy patients would refer your practice. Only 29% actually do. Here’s why that gap exists… and how you close it! Learn more here  →

🍬 Candy Buy Back How to Use your Hub to Host a Candy Buy Back

Planning a post-Halloween candy buy back? Our guide walks you through setting it up and getting your members excited to trade in their treats. Learn more here →

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