Let's Talk Loyalty

Paula Thomas

“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/

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794 episodes
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Episodes794

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Nov 7, 2023 · 45 min
#455: Kik Textiles - Winner of the 2023 “Best Loyalty Launch” Award at the International Loyalty Awards in London.
Today we showcase another award-winning loyalty program – this time in Europe. Kik Textiles is a huge European retail chain, employing more than 26,000 people and operating more than 4,000 stores across fourteen countries. Our guest is Sebastian Hense, Head of Marketing and CRM for Kik, who shares his story of creating a loyalty proposition that’s laser focused on understanding and relating to its customers and their unique needs. Sebastian explains some of their key pillars of success and how they achieved the task of launching a program that’s low cost and efficient, as well as simple and scalable, which won the “Best Loyalty Launch” award at the 2023 International Loyalty Awards in London. Please do enjoy my conversation with Sebastian Hense from Kik Rewards. Show Notes: 1) Sebastian Hense 2) Kik Textiles
Nov 7, 2023 · 6 min
#454: Understanding Web 3.0, Crypto-currencies, Metaverse and NFT's (Short Summary Show)
In this weeks episode of Let’s talk “a little” loyalty Tom reviews the original podcast where Paula was joined by Stuart Evans, a Web 3.0 strategy advisor with a passion for understanding these emerging technologies. Much has been made of Web 3.0, Crypto, NFTs and the metaverse as innovations for the loyalty industry and in this summary show Tom reviews the key points that potentially make these solutions an innovation for your program. Hosted by⁠⁠ Tom Peace ⁠ Show Notes: 1) ⁠⁠⁠⁠Stuart Evans 2) ⁠⁠⁠⁠#258: Web 3.0, Crypto-currencies, Metaverse and NFT's - Loyalty Insights
Nov 2, 2023 · 45 min
#453: Loyalty Methods - A Unique Approach Powering Iconic Brands
This episode of "Let's Talk Loyalty" is also available in video format on www.Loyalty.TV Loyalty Methods is the platform powering some iconic loyalty programs such as 7-Rewards, MGM Resorts and Western Union, and they have developed a unique approach to implementing mission-critical programs for huge programs like these. Joining me today to share these insights, as well as their background, methodology and some key success stories is Emil Sarkissian, CEO of Loyalty Methods. Emil share some fascinating insights on their methodology and approach to de-risking a loyalty program that has decided to replace its underlying platform, as well as the way they think about their product roadmap. This episode is sponsored by Loyalty Methods. Show Notes: 1) ⁠⁠⁠⁠⁠⁠⁠⁠ Emil Sarkissian⁠ 2)⁠⁠ ⁠⁠⁠⁠⁠Loyalty Methods⁠ 3) Loyalty TV
Oct 31, 2023 · 52 min
#452: The 7 Essential Components for Cultivating Customer Loyalty Marigold
Creating customer loyalty is both an art and a science, and the best brands invest in expert advice as well as the best technology. In today's interview, we'll explore how to optimise these key success factors, what works, and why! Simon Jeffs is the Principal Marketing Strategist at Marigold, and today he shares the seven underlying principles of any loyalty programme, as well as some inspiration from global brands, which together can shape compelling propositions that truly harness a brands unique capabilities. Simon's expertise will help you ensure your strategic foundations are based on sound loyalty principles that are compelling to customers and commercial stakeholders in equal measure. This episode is sponsored by Marigold. Show Notes: 1) ⁠⁠⁠⁠ Simon Jeffs⁠ 2)⁠ ⁠⁠⁠ Marigold⁠
Oct 30, 2023 · 6 min
#451: Investigating Airline Loyalty Programs (Short Summary Show)
Today, “Let’s Talk Loyalty” meets airline industry thought-leader Mark Ross-Smith, CEO at Loyalty Status Co. Listen in to hear Tom summarise Mark’s key insights on global airline loyalty programmes. Tom’s highlights include airline programs role, positioning, and potential for greater profits. It’s a fascinating discussion about innovative ideas to drive customer loyalty and how brands can learn from other industries such as the gaming. Hosted by⁠ Tom Peace Show Notes: 1) ⁠Mark Ross Smith 2) ⁠⁠⁠Loyalty Status Co⁠⁠ 3) ⁠#257: Airline Loyalty Programs - their Role, Positioning and Potential for Even Greater Profits
Oct 25, 2023 · 35 min
#450: REI - (Recreational Equipment Incorporated) - Showcases the Principles Creating Customer Loyalty as a Co-Operative
This episode of "Let's Talk Loyalty" is also available in video format on www.Loyalty TV. Today's guest joins from a unique and inspirational brand which is guided by four pillars and values that guide everything that they do. REI, or Recreational Equipment Incorporated, is a U.S. based cooperative, which means it's essentially owned and operated by its 24 million members. At Recreational Equipment, Inc. (REI) they believe that a life lived outdoors is a life well-lived. They see their purpose as awakening a love of the outdoors, and offer top-quality gear, expert advice, as well as the opportunity to create inspiring stories of life outside, for their members to share with their friends and families. Our guest is Clay Walton House, the Divisional Vice President of Membership for REI, who explains the incredible meaning this brings to the whole business, along with a whole new level of meaning to the word loyalty. Please listen or watch on Loyalty TV to enjoy my conversation with Clay Walton House from REI. Show Notes: 1) Clay Walton House 2) Recreational Equipment Incorporated (REI) 3) REI Co-op Channel 4) Loyalty TV
Oct 24, 2023 · 37 min
#449: Celebrating Phaedon - ICF Next's new Brand Identity
Today’s episode is all about Phaedon - a name you might not have yet heard, but it’s one that you’re going to be hearing a lot in the future for sure! Phaedon is the new name for the commercial marketing division of ICF Next, which famously runs some of the world’s largest loyalty programs, particularly in travel and hospitality. Their commercial marketing division was recently acquired by private equity firm Cohere Capital which includes the entire team of loyalty experts, their loyalty technology platform Tally, and of course their incredible client portfolio to now operate under this brand-new name. Joining me on this episode to share the whole story of this exciting industry development are Tom Madden, Executive Vice President and Managing Partner and Denise Holt, Senior Vice President, Head of Strategy, Experience, Research and Insights. Together, Tom and Denise share the rich history of Phaedon and their plans for the future as they begin this exciting new phase of the business. This episode is sponsored by Phaedon. Show Notes: 1) Phaedon 2) ⁠⁠⁠⁠⁠Cohere Capital⁠ 3) ⁠⁠⁠⁠Tom Madden⁠ 4) Denise Holt⁠
Oct 24, 2023 · 6 min
#448: Investigating Railway Loyalty Innovation (Short Summary Show)
In this weeks episode of Let’s talk “a little” loyalty Tom reviews the original podcast where Paula was joined by Javier Marin Martinon, Chief Commercial, Loyalty, and Customer Officer, who shares what Renfe, Spains leading railway company, have implemented for members of its loyalty program. Railway travel may appear to be a strange environment for loyalty, but Javier explains how loyalty must be seen in terms of the journey, with the competition against plane and car travel, rather than with the destination. Listen in for tips on how to engage the customer and create loyalty in a difficult sector, where the choices are limited by supply and the benefits are intangible. Hosted by Tom Peace. Show Notes: 1) ⁠Javier Marin Martinon⁠ 2) ⁠⁠⁠⁠Renfe⁠ 3) #254: Loyalty Innovation in the Railway Industry
Oct 18, 2023 · 28 min
#447: The Asia Pacific Loyalty Awards
This episode is also available in video format on www.Loyalty TV. Sarah Richardson is the Founder and Advisory Board Chair of the Australian Loyalty Association, and a great partner and friend of the show. She is also an experienced loyalty practitioner and consultant, as Founder and Director of Sciensa Loyalty, a loyalty consulting firm based in Melbourne. Today, we're discussing the launch of the inaugural Asia Pacific Loyalty Awards to celebrate excellence, innovation and best practice in the thriving loyalty industry active in the region, which will be judged by a panel of local loyalty experts. Listen and watch to hear all the insights and updates on these and other Australian Loyalty Association events, which are incredibly well respected and well attended, perfect for anyone interested in loyalty in the Asia Pacific region. Show Notes: 1) Sarah Richardson⁠ 2) Australian Loyalty Association⁠ 3) How Loyalty Programs Are Saving Airlines 4) Asia Pacific Loyalty Awards ⁠ 5) Watch the full video interview on ⁠Loyalty TV⁠
Oct 17, 2023 · 46 min
#446: Understanding Loyalty in Ireland & The European Loyalty White Paper
This episode focuses on the loyalty market in Ireland, featuring expert insights from Leanne Papaioannou. Leanne is the Founder and CEO of Chilli Pepper. She has extensive loyalty experience and is deeply passionate about every aspect of a business that impacts customer loyalty and drives better commercial outcomes for her clients. She is an internationally renowned customer loyalty professional who has helped countless forward-thinking companies achieve new heights by adopting her customer-centric B2C & B2B loyalty strategies. Her strengths lie in innovative strategic thinking, exceptional leadership skills, and an ability to work with company boards to deliver commercially successful, award-winning, loyalty strategies. She is a new contributor to the extended European Loyalty White Paper created by Mando Connect in partnership with YouGov, which explores loyalty membership, appeal and impact across 24 European Markets. Listen to learn some key loyalty insights and about loyalty innovation in Ireland. Hosted by Charlie Hills. Show Notes : 1) Leanne Papaioannou 2) European Loyalty Whitepaper 3) Mando Connect 4) YouGov 5) ⁠Chilli Pepper
Oct 16, 2023 · 6 min
#445:How the Irish Times, Wins Customer Loyalty through Innovations (Short Summary Show)
In this weeks episode of Let’s talk “a little” loyalty Tom reviews the original podcast where Paula was joined by Cliona Mooney, Group Data Analytics & Insights Director for The Irish Times. The publishing industry has been through extremely challenging times over the last decade or so. Trusted brands like the Irish Times have had to innovate to stay relevant for customers. Cliona shares the initiatives that have proved popular and helped The Irish Times continue to grow and retain their subscribers. Hosted by Tom Peace Show Notes: 1) Cliona Mooney⁠ 2) ⁠The Irish Times⁠ 3) #252: The Irish Times, an Iconic Irish Brand, Wins Customer Loyalty through Innovation
Oct 11, 2023 · 37 min
#444: Circle K's Pokémon Go Partnership - An Award-Winning Game Driving Footfall
This episode is also available in video format on www.Loyalty TV. Today's episode features Circle K, one of the world’s leading convenience and fuel retail businesses which operates more than 14,200 stores in 26 countries worldwide. Circle K recently launched a hugely exciting concept, leveraging the power of gamification, partnerships and cutting-edge technology, to launch a global concept which is laser focused on achieving the brand’s single biggest key commercial objective - to drive both loyal and new customers in store. In addition to that innovation, Circle K Norway recently won one of the convenience industry’s most prestigious awards, when they were awarded the 2023 NACS European Technology of the Year Award. Circle K also has many of its senior marketing people – including today’s guest – in my home city of Dublin, so please enjoy this fascinating conversation with MJ Tierney, Head of European Marketing at Circle K. Show Notes: 1) Circle K 2) ⁠MJ Tierney⁠ 3) 2023 NACS European Technology of the Year Award. ⁠ 4) Circle K pilots new Rewarded AR ads in Pokémon Go 5) Watch the full video interview on ⁠Loyalty TV⁠
Oct 10, 2023 · 45 min
#443: South African Loyalty Awards Showcases The Best of the Best
The 2023 South African Loyalty Awards, designed specifically to celebrate loyalty brilliance and innovation, announced the winning loyalty brands on Thursday 14 September at the Truth Leaders in Loyalty Summit, in Cape Town. This was the fifth year of operation of the South African Loyalty Awards. The Let’s Talk Loyalty Show interviews two of the judges who had the challenging job of judging the high calibre entries across 18 different competitive categories. There are 12 judges in total and Amanda spoke with Nic Bednall, one of the founding judges of the awards and Kaveer Maharaj who is an experienced South African loyalty professional, now based in Dubai. Nic and Kaveer share their insights into which brands won and why and in particular share critical KPI performance which showcases why this market is leading the way in global loyalty benchmarks. Show Notes: 1) ⁠Nic Bednall 2) ⁠⁠Kaveer Maharaj 3) ⁠MoyaApp 4) ⁠South African Loyalty Awards
Oct 9, 2023 · 6 min
#442:How Sandman Hotel Group delivered Digital Transformation with RSVP Rewards (Short Summary Show)
In this weeks episode of Let’s talk “a little” loyalty Tom reviews the original podcast where Paula was joined by Fiona McFaul, the Vice President of Marketing and Loyalty for the Sandman Group RSVP Rewards is one of Canada’s best kept secrets! Listen in to hear how Sandman Hotels completed a dramatic digital transformation of their loyalty program Sandman Hotels is part of the Northland Properties group, a family business that operates an impressive portfolio of businesses including restaurants, resorts, sports teams and hotels! Show Notes: 1) Fiona McFaul 2) ⁠Sandman Group⁠ 3) RSVP Rewards 4) #251: Digital Transformation with RSVP Rewards from the Sandman Hotel Group
Oct 4, 2023 · 1 min
#441: Loyalty TV Launch - Announcement
Welcome to this episode of Let’s Talk Loyalty where we are announcing and officially launching “Loyalty TV”. Loyalty TV is a completely new format and our first major change since we launched this podcast dedicated to loyalty marketing professionals in 2019. We are bringing a selection of our best interviews to a professional TV studio here in Dubai, so you can watch them on this incredible new channel. Please do enjoy our new shows on our website which is very simply available on www.Loyalty.tv. Show Notes: 1) Loyalty TV 2) #411: McDonald's Rewards - Global Loyalty Insights - Audio 3) Watch the full video interview on ⁠Loyalty TV⁠
Oct 3, 2023 · 49 min
#440: Learn How Quests, Checkpoints, Experiments and Rewards are Creating Trust with Gamers
Today’s episode features one of the most exciting new uses of loyalty marketing that I’ve come across. Mistplay is a leading loyalty app for mobile gamers, where users can discover new games and earn as they play. As their platform has grown, they’ve integrated many of the learnings from top loyalty programs in other industries, and then experimented with them to find ways to serve the needs of their community of gamers worldwide. With over 2 million people already active and playing games through the platform each month, Mistplay is focused on leveraging the best loyalty insights and levers from around the world in order to build both trust and engagement in a way that very few platforms can offer. My guest is Nicholas Kerr, VP of Loyalty and Lifecycle at Mistplay who shares some of the early successes they’ve achieved by optimizing their onboarding and lifecycle processes, using a gamified system that gamers know and love. Listen to learn all about Mistplay and please do enjoy our conversation. Show Notes: 1) Nicholas Kerr 2) Mistplay 3) Mistplay blogs 4) LTL Podcast: #187: Microsoft Rewards - Insights and Ideas
Oct 2, 2023 · 6 min
#439:UAE Telecoms Giant "Etisalat" Leverages Customer Loyalty for Growth (Short Summary Show)
In this weeks episode of Let’s talk “a little” loyalty Tom reviews the original podcast where Paula was joined by Antonio Ricciardi, SVP Consumer Intelligence & Engagement at Etisalat by e&, who’s responsible for leading their Smiles Program. Tom highlights Antonio’s key learnings from his journey to evolve from simple loyalty concepts to become a compelling consumer marketplace achieving even greater customer engagement and loyalty. e& have a long history of constant evolution and innovation, which includes developing propositions focused on driving customer loyalty. Show Notes: 1) Antonio Ricciardi 2) e&⁠ 3) Smiles Program⁠ 4) #249: UAE Telecoms Giant "Etisalat" Leverages Customer Loyalty for Growth
Sep 27, 2023 · 41 min
#438: Blind Loyalty - 101 Loyalty Concepts - Simplified
Today's episode of Let's Talk Loyalty and Loyalty TV features one of our favorite and most frequent guests on the show, Amanda Cromhout. Amanda is the Founder and CEO of Truth, a loyalty consultancy firm based in South Africa, and she is also well-known to you all, as a host of an episode every month of Let's Talk Loyalty. Most importantly this year, in 2023, Amanda was recognized globally and voted the International Loyalty Personality of the Year. Today, Amanda joins us on the show to share the launch of her book called "Blind Loyalty – 101 Loyalty Concepts SIMPLIFIED", a book which has profound personal meaning for Amanda as she will explain. I believe it's a book that will become a bible for loyalty marketing professionals around the world as we increasingly strive for knowledge and global excellence, and we are thrilled that so many insights from "Let's Talk Loyalty" are mentioned throughout the book. Amanda’s team in Truth has painstakingly listened to every guest’s answer to our opening question about what is their favourite loyalty program, and her book holds the definite list of answers from our guests over the last 18 months and which programs were answered most often! So, whether you want to simply learn about loyalty in a way that’s truly simplified, or you want to support the Blind Loyalty Trust, or if you’re just curious about whether your program made the list of the industry’s favorites, you are sure to love this show! Listen to enjoy our conversation with Amanda Cromhout from Truth! Show Notes: 1) Amanda Cromhout 2) Truth 3) Blind Loyalty Trust 4) Blind Loyalty – 101 Loyalty Concepts SIMPLIFIED 5) Amanda Recognised as the International Loyalty Personality of the Year⁠ 6) Watch the full video interview on Loyalty TV
Sep 26, 2023 · 40 min
#437: Expedia Partnership Enhances Valuedynamx Proposition
Today’s episode features insights from our friends in Valuedynamx as they celebrate their latest partnership with Expedia as part of their ongoing product development. Valuedynamx is a fairly new brand in the loyalty travel industry, but it is part of the well-known Collinson Group. Today’s conversation centers on how the Expedia Group has become an exciting addition to the Value Dynamx product, as loyalty programs around the world looks for new ways to differentiate their brands from their competitors using their loyalty program propositions. Joining me to share some exciting travel trends and insights as well as the early results of their partnership in Alice Wynne, Commercial Product Manager at ValueDynamx as well as Carolina Cabero, VP of Commercial Partnerships for the Expedia Group based in Spain. This episode is sponsored by Valuedynamx. Show notes: 1) Alice Wynne 2) Carolina Cabero 3) Valuedynamx 4) Collinson Group 5) Expedia Group 6) EMEA Trends: The Power of Strategic Partnerships: Enhancing Loyalty Programs in 2023
Sep 25, 2023 · 6 min
#436: Verizon Up, an Experiential Masterclass from Telecoms Giant Verizon (Short Summary Show)
In this weeks episode of Let’s talk “a little” loyalty Tom reviews the original podcast where Paula talks to Lisa Routel, Verizon’s Marketing Strategy Lead to learn all about their loyalty program “Verizon Up” has won multiple loyalty awards Verizon is one of the largest telecommunications companies in the United States and is of course a huge company with a huge customer base to retain in an extremely competitive industry. Lisa shares the latest propositions she’s building to keep Verizon customers engaged as well as some insights from her earlier career in loyalty with leading brands like Jaguar. Show Notes: 1) Lisa Routel⁠ 2) Verizon 3) Verizon Up 4) #248: Leading Loyalty for Telecoms Giant Verizon