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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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  • 793 episodes
  • Updated Thursday

Episodes793

Newest first
  • May 21 · 50 min

    How ButcherBox Built an Award-Winning Loyalty Program (#773)

    Our guest today is Reba Hatcher, Chief Commercial Officer, ButcherBox. Launched in 2015, ButcherBox set out to do something deceptively simple: deliver high-quality, humanely raised meat and seafood directly to consumers who were tired of compromising at the grocery store. A decade later, the company is one of the central options of the American grocery shopping experience. In this conversation we learn the answer to one big question: “what does loyalty look like for a brand whose business is subscription based? Reba talks about the development and launch of “Sizzle Society”, explaining how ButcherBox designed a loyalty program that fits the rhythms of a subscription business. The program has registered impressive results to date - a 2x ROI, near-universal opt-in, and a flagship experience, the Chef’s Table dinner series. Hosted by Bill Hanifin Show Notes 1)Reba Hatcher 2) ButcherBox 3) Walk Through Fire (Book Reccomendation)

  • May 19 · 44 min

    How e& Turned Smiles into a Digital Lifestyle Ecosystem (#772)

    Smiles by e& is a leading UAE lifestyle and loyalty ecosystem that has evolved far beyond traditional telecom rewards into a full-scale digital engagement platform. Antonio Ricciardi explains how Smiles transformed from a conventional telecom loyalty programme into one of the UAE’s most connected lifestyle ecosystems. The platform now extends beyond telco customers, delivering everyday relevance through grocery, strategic partnerships, personalization, and AI. This shift reflects a broader vision of loyalty — moving from standalone rewards to integrated digital commerce ecosystems that shape daily consumer behaviour. Hosted by Lisa Brightwell Show Notes: 1) Antonio Ricciardi 2) e& 3) Smiles 4) The Mamba Mentality (Book Recommendation)

  • May 14 · 44 min

    Hilton Honors Strategy: Loyalty, Growth,& the Guest Experience at a Global Scale (#771)

    In this episode, we speak with Brad Anderson, Vice President of Hilton Honors at Hilton about how one of the world’s largest hospitality loyalty programs is evolving to deliver more value, flexibility and recognition for its more than 250 million members. Brad shares how Hilton Honors fuels direct bookings, and strengthens hotel owner economics, while creating more meaningful experiences for guests through benefits, partnerships and news ways to stay. He also discuss recent updates to the award-winning program, including enhanced elite tiers and new rewards designed to give members more certainty and choice when they travel. The conversation explores Hilton’s expansion across key international markets and its focus on delivering consistent yet locally relevant experiences across more than 9,200+ properties globally, while still reflecting the unique character of each destination. At it’s core, Hilton’s approach is rooted in listening to members and delivering stays that are not just seamless, but memorable – turning travel moments into lasting connections. Hosted by Bridget Blaise-Shamai Show Notes: 1)Brad Anderson 2)Hilton Honors 3)Hilton Worldwide Holdings 4)The Ride of a LifeTime - Book Recommendation

  • May 12 · 42 min

    Best of the Back Catalogue | Luxury Loyalty Redefined: Inside Chalhoub Group’s MUSE Programme (#770)

    From premium rewards to unforgettable luxury experiences, this back catalogue episode explores how the Chalhoub Group built MUSE — a loyalty programme designed for high-value customers and luxury brands alike. Join Nida Unas, Former Head of Group Loyalty at Chalhoub Group as she shares how the brand adapted customer engagement strategies, introduced innovative loyalty solutions, and reimagined premium experiences across the Middle East. Show Notes: 1) Nida Unas 2) Chalhoub Group 3) MUSE 4)#29: Rewarding Loyalty with Luxury Experiences.

  • May 7 · 31 min

    Miele Loyalty: Building Long-Term Value Through Seamless Customer Experiences (#769)

    In this conversation, Miranda Bliss, Head of Loyalty, CRM and Performance Manager explores how Miele’s loyalty strategy reflects the future of customer engagement—shifting from transactional programs to seamless, omnichannel experiences built on trust, simplicity, and long-term value. The discussion covers meaningful value exchange, the risks of over-engineered loyalty, and how data, AI, and privacy are shaping the next era of loyalty strategy. Hosted by Carly Neubauer Show Notes: 1) Miranda Bliss 2) Miele 3) Mindset by Carol Dweck - Book recommendation

  • May 5 · 42 min

    Best of the Back Catalogue | 5 Loyalty Lessons from Flybuys Australia (#768)

    From our best of the back catalogue, this episode is a must-listen for anyone serious about loyalty strategy. Coalition programmes are famously difficult to execute—balancing multiple partners, complex data, and a compelling value proposition. But when done right, their impact can be extraordinary. Few examples prove this better than flybuys Australia, which signed up one million members in its very first week. In this episode of Let’s Talk Loyalty, Phil Hawkins, Former Operations Director at flybuys, shares five powerful lessons from over 25 years in loyalty marketing. From managing partner ecosystems to delivering meaningful customer value at scale, Phil offers practical insights grounded in real-world success. If you’re looking to understand what it really takes to build and sustain a high-performing loyalty programme, this episode remains as relevant today as ever. Show Notes: 1) Phil Hawkins 2) flybuys 3)#26: Australia’s Favourite Loyalty Programme: flybuys — 5 Lessons Learned in 25 Years

  • April 30 · 51 min

    Understanding Loyalty in Europe 4.0: One Region, Many Realities (#767)

    This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode, we unpack the fourth edition of the Understanding Loyalty in Europe 4.0 white paper — exploring what it reveals about loyalty across 24 European markets and what it means for brands today. Our guests are Charlie Hills, Chief Strategy Officer, and James Davies, Strategy Director at Mando Together with YouGov, they’ve built a longitudinal view of loyalty across Europe, using a consistent loyalty gauge measuring programme membership, appeal, and impact. The conversation centres on a key tension highlighted in the research: participation in loyalty programmes is widespread, yet emotional connection remains limited. We explore what sits behind this gap, and how it varies across markets. A core takeaway from the white paper is that there is no single European loyalty strategy — only different levels of maturity shaped by local context. We discuss what this means in practice, and whether loyalty programmes still differentiate or have become an expectation, with many brands over-relying on mechanics over meaningful connection. We also reflect on what the research signals for the future — reinforcing the need for continuous evolution, test-and-learn approaches, and programmes that are built around real customer value. This episode offers a clear perspective on how to interpret the findings of Understanding Loyalty in Europe 4.0 — and how leaders can move beyond participation towards meaningful impact. Hosted by Nyeleti Sue-Angel Nkuna Show Notes: 1) Charlie Hills 2)James Davies 3)Mando. 4) Understanding Loyalty in Europe 4.0 5) The Lean Startup : Book Recommendation 6) Knowledge is Beautiful : Book Recommendation

  • April 28 · 46 min

    Best of the Back Catalogue | Skywards: Emirates & Flydubai Loyalty – Dr Nejib Ben Khedher (#766)

    In this episode of Best of the Back Catalogue, airline loyalty programmes set the benchmark for scale, data, and revenue — and Emirates Skywards stands out as a leading example. Dr. Nejib Ben Khedher shares how the programme has evolved over time, from digital transformation to delivering real value for both members and the business. A sharp, insight-led look at what’s working today — and what’s next for loyalty. Show Notes: 1)Dr. Nejib Ben Khedher 2)Emirates Skywards

  • April 23 · 42 min

    Scene+ is Rewriting the Rules of Everyday Loyalty (#765)

    Scene+ is a Canadian customer loyalty the program that was born from the union of Cineplex's SCENE program and Scotiabank's Scotia Rewards, and it has grown dramatically since. Today, Scene+ has more than 15 million members and is co-owned by Scotiabank, Empire Company Limited (2nd largest food retailer, Sobeys and other brands), and Cineplex (largest movie theatre operator). It spans categories including entertainment, groceries, travel, banking, home improvement — and now, as of early 2026 in partnership with Shell, fuel — making it one of the most comprehensive loyalty ecosystems in Canada. Wise Marketer Group's CMO Aaron Dauphinee sits down with the President of Scene+, Tracey Pearce to have a candid conversation about the growth at Scene+, how and why the loyalty landscape has shifted in Canada, and her focus on maximizing value for her members. Show Notes: 1) Tracey Pearce 2)Scene+ 3) Wolf Hall - Book Recommendation

  • April 21 · 52 min

    Best of the Back Catalogue | British Gas Rewards: Building Loyalty with Simplicity & Impact (#764)

    This Best of the Back Catalogue episode revisits the story of an award-winning UK loyalty programme from British Gas, created to drive real customer appreciation in a highly regulated and competitive market. Featuring insights from Charlie Hills from Mando and Cathryn (Lewis) Lodwidge, Former Head of Customer Marketing at British Gas we explore how British Gas Rewards moved away from complexity to deliver simplicity, exclusivity, and measurable impact—successfully reducing churn and increasing NPS across millions of customers. A powerful reminder that with the right vision, data, and leadership support, loyalty programmes can be built at speed and scale while delivering meaningful customer value. Show Notes: 1) Cathryn (Lewis) Lodwidge 2)British Gas Rewards 3)British Gas 4) #16: British Gas Rewards - Award Winning Loyalty Programme

  • April 16 · 36 min

    The World’s Largest Loyalty Programs™ – Global Brands Redefining Customer Loyalty (763)

    Created through a year of expert collaboration, authors Paula Thomas, Laurent Guinand, and Rich Long reveal the brands building extraordinary customer communities with memberships reaching into the hundreds of millions. In this episode, you’ll: Discover which are the largest loyalty programs on the planet Discover the ONLY program in the world which boasts over half a BILLION members Find out the 10 programs with over 200 million members each Plus uncover an amazing list of brands with over 100 million members each If you’re passionate about loyalty like we are, this is an episode you won’t want to miss. DOWNLOAD this landmark industry publication—bringing together deep industry experience and a shared passion for loyalty at scale. This episode is sponsored by Capillary Technologies and hosted by Megan (Sherrell) Fiorendino. Show Notes: 1) The World's Largest Loyalty Programs™ 3) Paula Thomas 4) Laurent Guinand 5) Rich Long

  • April 14 · 52 min

    Best of the Back Catalogue | The Truth About Customer Loyalty with KPMG (#762)

    We’re revisiting one of our standout conversations from the archives in this Best of the Back Catalogue episode. Originally released in November 2019, this discussion features insights from KPMG, one of the world’s leading professional services firms and part of the “Big Four,” with operations in over 150 countries. In this episode, we explore KPMG’s advisory work in customer experience and loyalty, along with key findings from its global research report, “The Truth about Customer Loyalty”. The report uncovers what truly drives consumers to return to brands, challenging conventional thinking around loyalty and engagement. We also revisit an in-depth interview with Selim Tanfous, Former Associate Director at KPMG Lower Gulf, who breaks down the findings of the report and shares expert perspectives on how businesses can build stronger, more lasting customer relationships. A timeless conversation that remains highly relevant for anyone interested in customer experience, loyalty, and brand strategy. Show Notes: 1) Selim Tanfous 2)The Truth About Customer Loyalty - 2019 edition 3)Customer Experience Report 2019 edition. 4)Me, My Life, My Wallet (2018 KPMG Loyalty Research Report) Other Loyalty Resources: 5)Loyalty 360 - The Association for Customer Loyalty

  • April 9 · 40 min

    Qantas Loyalty: Redefining Member Rewards & Recognition (#761)

    In this episode of Let's Talk Loyalty and Loyalty TV, Andrew Glance CEO of Qantas Loyalty, takes us behind the scenes of one of the world’s most successful loyalty programs. He shares how Qantas Loyalty has evolved from a marketing tool into a standalone business, delivering value to over 18 million members. Andrew dives into the recent program transformations, including Classic Plus for better flight availability, recognition beyond the air, and initiatives that make the program simpler, more rewarding, and relevant for members. He also explains how technology, AI, and strategic partnerships with banks, retailers, and travel partners are reshaping the loyalty experience. Learn about the program’s new discoverability tool, which already saw over a million searches in its first 24 hours, making it easier for members to find flights across multiple dates, regions, and cabins. This episode is packed with insights for loyalty professionals, marketers, and frequent flyers who want to understand how to create a profitable, member-focused loyalty program that keeps evolving. Hosted by Paula Thomas and Carly Neubauer. Show Notes: 1)Andrew Glance 2) Qantas 3) Qantas Frequent Flyer 4) The Subtle Art of Not Giving a F*ck - Book Recommendation

  • April 7 · 36 min

    Best of the Back Catalogue | The British Airways Club (#760)

    In this standout episode from our archives, we revisit the award-winning British Airways Executive Club—now known as The British Airways Club—a loyalty programme designed to engage and reward frequent flyers worldwide. Niall Rooney, Former Loyalty Manager at British Airways, shares valuable insights into the evolving world of loyalty marketing, revealing how customer preferences and performance data shape the airline’s strategy. From increasing reward seat availability to recognising high-value customers, this episode explores how British Airways continues to differentiate itself in a highly competitive travel landscape. Show Notes: 1) Niall Rooney, 2) The British Airways Club 3)British Airways

  • April 2 · 36 min

    Flying Tiger Copenhagen: Loyalty, Omnichannel & Building the Flying Tiger Club (#759)

    This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode, we explore how a brand built on surprise, discovery, and in-store experience approaches loyalty and growth at global scale. Our guest is Mathilde Yung Bruyant, Marketing Director of Flying Tiger Copenhagen. She shares how the brand is translating its distinctive DNA — playful, accessible, and locally relevant — into a modern membership and customer engagement strategy across more than 30 markets. The conversation centres on a key tension: Flying Tiger’s success is rooted in physical discovery and impulse, yet its loyalty ambitions require structure, data, and continuity. We explore how the Flying Tiger Club is being designed to enhance that experience, not dilute it. A core theme is the decision to launch before everything is fully defined — using speed, testing, and real customer behaviour to shape the program over time, from onboarding and engagement to long-term value. We also discuss how digital and in-store experiences reinforce each other, and how global consistency is balanced with local relevance. This episode offers a perspective on how experience-led brands can build loyalty in motion while staying true to what makes them distinctive. This episode is hosted by Nyeleti. Show Notes: 1) Mathilde Yung Bruyant 2) Flying Tiger Copenhagen 3) How Brands Grow - Book Recommendation

  • March 31 · 39 min

    Best of the Back Catalogue | An Award-Winning Loyalty Story with AS Roma (#758)

    Sports fans are some of the most passionate and loyal audiences in the world—often supporting their clubs across generations. So what drives a football club like AS Roma to invest in a structured loyalty programme? This episode is one of the best of the back catalogue, exploring the smart strategy behind AS Roma’s approach, developed in partnership with Advice Group—an initiative that led to three wins at the 2018 Loyalty Magazine Awards, including Best Regional Champion of the Year (Western Europe). Paula speaks with Laura Cagnacci about the thinking behind the programme, how it performs in practice, and the cross-industry insights shaping stronger, more direct relationships with fans. Tune in to revisit a standout episode. Show Notes: 1) Laura Cagnacci 2)AS Roma

  • March 26 · 47 min

    Flight Centre’s World360 Rewards: Loyalty and Profitability Insights with James Kavanagh (#757)

    This episode is also available in video format on www.Loyalty.TV. In this episode of Let's Talk Loyalty and Loyalty TV, we sit down with James Kavanagh, Global Leisure CEO at the Flight Centre Travel Group, to explore the future of travel loyalty. With 29 years in the travel industry, James shares insights into transforming global leisure operations, scaling brands across eight markets, and launching World360 Rewards—the new travel loyalty program in Australia. Leadership lessons, loyalty insights, and the books that guide a global CEO—James Kavanagh reveals how Flight Centre makes every journey rewarding for both customers and business. Hosted by Carly Neubauer Show Notes: 1) James Kavanagh 2)Flight Centre Travel Group 3) World360 Rewards 4) Legacy by James Kerr - Book Recommendation

  • March 24 · 52 min

    Best of the Back Catalogue | Loyalty at 7-Eleven Denmark (#756)

    7-Eleven Denmark has redefined convenience retail by evolving from a traditional kiosk model into a modern, food-focused destination—earning the title of International Convenience Retailer of the Year. In this Let’s Talk Loyalty episode, Managing Director Jesper Østergaard shares how shifting customer needs, healthier offerings, and brand innovation are shaping their approach to loyalty. From our Best of the Back Catalogue, we revisit this conversation on transforming convenience into meaningful customer connection. Show Notes: 1) Jesper Østergaard 2)7-Eleven 3) Reitan Convenience 4) NACS International Convenience Retailer of the Year Award 5)NACS Europe

  • March 19 · 33 min

    My RYOBI: Building Loyalty That Lasts with Data, Personalisation & Progress Over Perfection (#755)

    This episode is also available in video format on www.Loyalty.TV. Join Locky Wright as he shares how the My RYOBI program turns customers into loyal fans. From data-driven personalisation and AI-powered recommendations to winning back customers and breaking down organisational silos, Locky reveals the secrets to delivering real impact. Learn why progress over perfection, simplicity, and measurable value are key to lasting loyalty. Hosted by Carly Neubauer Show Notes: 1) Locky Wright 2) My RYOBI 3) TLDR - Article Recommendation 4) This is Marketing - Book Recommendation

  • March 17 · 4 min

    Pausing Spanish Episodes – Listen to Today’s Episode with Alex! (#754)

    This episode is in Spanish. We’re pausing our Spanish-language episodes for now. In today’s episode, Alex reflects on his experience hosting the Spanish-language episodes of Let’s Talk Loyalty and Loyalty TV. While these episodes are on hold, the voices and ideas from Latin America and Spanish-speaking markets continue to play an important role in our global discussion. Don’t forget to share your thoughts and feedback. Let’s keep the conversation going! A heartfelt thank you to everyone for your support throughout this journey. Hosted by Alex Saul Show Notes: 1) Alex Saul 2) All Spanish Episodes