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

Newest first

Aug 7, 2023 · 6 min
#415: Etihad Guest - Powerful Propositions Building Emotional Loyalty (Short Summary Show)
Listen in to hear Tom’s short summary show from the original podcast hosted by Paula Thomas where she is joined by Kim Hardaker, Managing Director of the Etihad Guest Programme, who shares the latest ideas and insights from one of the travel industry’s leading reward programs. Etihad Guest is a world-leader in airline loyalty, renowned for delivering innovative ideas that delight members in unexpected ways! Tom provides a summary of the show that includes a proposition to support the airlines sustainability goals, and a “world-first” idea that celebrated the reopening of Australia’s borders post-pandemic. Hosted by Tom Peace. Show Notes :- 1) Etihad Guest 2) Kim Hardaker 3) #233: Etihad Guest - Powerful Propositions Building Emotional Loyalty
Aug 2, 2023 · 44 min
#414: PetSmart Treats - Ranked One of America’s Best Loyalty Programs by Newsweek
Today’s episode is a treat for anyone who is either a pet lover or a pet parent, as well as retail loyalty professionals. Our guest is Bradley Breuer, Vice President of Loyalty and Personalised Marketing at PetSmart in the United States. This year, PetSmart's “Treats” program has reached the incredible milestone of 60 million members! Bradley shares some compelling insights on member penetration of sales, as well as some of the key principles of their success that has led the PetSmart Treats program to become one of America’s Best Loyalty Programs as ranked by Newsweek. Show Notes: 1) Bradley Breuer, Vice President of Loyalty and Personalised Marketing 2) PetSmart 3) PetSmart's “Treats” program 4) America’s Best Loyalty Programs 2023 by Newsweek
Aug 1, 2023 · 50 min
#413: Top 30 Under 40 Loyalty Royalty - Joe Doran from Capillary Technologies
Today’s episode features some "Loyalty Royalty" an interview with one of the 2023 “Top 30 under 40” award winners at the recent International Loyalty Awards in London. Joe Doran is Senior Vice President of Loyalty for Capillary in North America, and he joins us today to share and celebrate Capillary’s truly incredible list of achievements in 2023 so far. Joe also shares his insights around the latest loyalty sectors and strategies that he believes have explosive potential right now, as well as the incredible success Capillary’s is having with their latest flagship client in the US market – Nascar! Listen today to learn from Joe Doran from our friends in Capillary Technologies. This episode is sponsored by Capillary Technologies. Show Notes: 1) Joe Doran, Senior Vice President of Loyalty for Capillary in North America 2) Capillary Technologies 3) Capillary Shines Bright at International Loyalty Awards 2023 4) Capillary Named A Leader in The Forrester Wave™ Loyalty Technology Solutions, Q1 2023 Report
Jul 31, 2023 · 6 min
#412: Building Your Program's Profitability - Loyalty's Hidden Potential (Short Summary Show)
Tune in and catch Tom's brief overview from the original podcast hosted by Paula Thomas where she is joined by Jonathan Hopkins and Angus Frazer, co-founders of Sonder Media. Sonder Media is a consulting firm that specializes in identifying, valuing, and optimizing the media value of loyalty programs, and Tom will summarise the key insight from Jonathan and Angus who share their expertise on Loyalty’s high margin potential. The original podcast shows the power and potential profitability of using the unique assets, permissions and insights from your loyalty program as a media business, an increasingly popular idea being considered by program owners in order to increase returns from their loyalty program investment. Listen to Tom summarise the challenges and the potential of this big idea, and how you can explore building a media business in a way that continues to meet the needs of your members and your brand, as well as with advertising partners. Hosted by Tom Peace. Show Notes :- 1) Sonder Media 2) Jonathan Hopkins 3) Agnus Frazer 4) #231: Building Your Program's Profitability - Loyalty's Hidden Potential
Jul 26, 2023 · 37 min
#411: McDonald's Rewards - Global Loyalty Insights
Today’s episode features a brand that has been at the TOP of our wish list to bring on the show over the past few years. McDonald’s is, of course, the world’s leading global foodservice retailer, with over 40,000 locations in over 100 countries! Just recently, the business was listed in second place in the *World's Most Innovative Companies of 2023*, and they now operate loyalty programs in over 50 markets, with over 50 million members active! Joining me today to share this incredible story is Bess Cades Director, Customer Engagement Strategy and Lifetime Value for McDonald’s. Listen to learn the insights behind the extraordinary growth for McDonald’s Rewards around the world, a program that in time, could become one of the world’s largest loyalty programs. Please enjoy this masterclass in loyalty marketing from one of the world’s greatest brands. Show Notes: 1) McDonald’s 2) McDonald’s Rewards 3) Bess Cades Director, Customer Engagement Strategy and Lifetime Value 4) World's Most Innovative Companies 2023 5) Watch the full video interview at www.Loyalty.TV
Jul 25, 2023 · 43 min
#410: Sam's Club Shows Success with Subscriptions
Today’s episode features another leading US retailer that leverages loyalty to grow its business, in this case, to a whopping $84 billion in revenue in their most recent financial year! “Sam’s Club” is a warehouse club with 597 locations across the U.S. and Puerto Rico, that leverages the power of subscriptions since 1983 - way before subscription-based loyalty was so globally recognised as a cool and clever idea! Our guest is Scott Ludwig, Vice President of Membership for Sam’s Club, and he joins us today to share some of the compelling reasons for their business success, which includes renewal rates in excess of 90% for their mature subscribers. Scott explains the importance of their expanding partner proposition based on card-linked offers, and some examples of how they are achieving true personalization in ways that are delivering NPS scores that will amaze you! Listen to enjoy this fascinating conversation with Scott Ludwig from Sam’s Club. Show Notes: 1) Sam’s Club 2) Scott Ludwig, Vice President of Membership for Sam’s Club
Jul 24, 2023 · 6 min
#409: The Boots Iconic "Advantage" Programme Implements New Strategies (Short Summary Show)
Listen in to hear Tom’s short summary show from the original podcast hosted by Paula Thomas where she is joined by Hollie McLellan, formerly Head of Customer Marketing and Loyalty for Boots UK and now Director of Customer Marketing, to discuss the company’s latest innovations and initiatives. When it comes to loyalty programmes in the UK, the gold standard programme that consumers say they love the most is often the Boots Advantage Program. This show was a masterclass in loyalty marketing, showcasing Boots “Beauty Club” which features content marketing as a new loyalty driver, as well as their new "Price Advantage" proposition, and their exciting tests with gamification and subscription strategies. Hosted by Tom Peace. Show Notes: 1) Boots Advantage Program 2) Hollie McLellan 3) My Beauty 4) Boots UK 5) #230: The Boots Iconic "Advantage" Programme in the UK Celebrates Its 25th Birthday⁠
Jul 19, 2023 · 1 hr 5 min
#408: Emirates Launches "Skywards Everyday" and shares its Latest Success Driving Loyalty
Today’s episode features some incredibly exciting updates from the loyalty program I personally use most often, the award-winning Skywards program from Emirates Airlines. Emirates is known and respected globally as one of the world’s best and fastest growing airlines, and its loyalty program, Skywards now recognizes and rewards over 32 million members around the world! Based in Dubai, the Emirates Group employs over 103,000 staff from more than 160 nationalities and in early May 2023, they reported their post-pandemic turnaround results, delivering their best ever profit of US$ 2.9 billion. In today’s episode, I’m once again joined by Dr Nejib Ben-Kheder, Head of Emirates Skywards, who shares all their latest exciting news, including the launch of Skywards Everyday proposition, which will be fascinating to anyone considering launching a card-linked concept for your own loyalty program. Dr Nejib also explains how and why the value of the Skywards currency was recently adjusted, and how the program has managed to protect its most valuable members, while also reflecting the commercial needs of the airline. Other exciting news you’ll hear today include Dr Nejib’s incredible statistics on their earn rates for airline versus non-airline activities, which proves how effectively Skywards is achieving its goal to become a truly global lifestyle loyalty program, rather than simply an airline frequent flyer program. Hosted by Paula Thomas. Show Notes: 1) Dr Nejib Ben-Kheder⁠, Head of Emirates Skywards 2) Emirates Airlines 3) Skywards program 4) Skywards Everyday
Jul 18, 2023 · 35 min
#407: Understanding Loyalty in Italy & Key Take-Outs from The European White Paper
This episode focuses on the loyalty market in Italy, featuring expert insights from Cristina Ziliani. Cristina is a Professor of Marketing at the University of Parma, Italy. She lectures on loyalty management and has been the Director of the Loyalty Observatory since 1999, dedicated to research, consulting and education on Loyalty Management, CRM and CX Cristina is a key contributor to the “Understanding Loyalty in Europe” White Paper created by Mando-Connect in partnership with YouGov, which explores loyalty membership, appeal and impact across 24 European Markets. Listen to learn about the loyalty landscape in Italy – what membership, appeal and impact look like in this market – and which are the programmes and key innovations to be inspired by. Hosted by Charlie Hills. Show Notes : 1) Cristiana Ziliani 2) European Loyalty Whitepaper 3) Mando-Connect 4) YouGov
Jul 17, 2023 · 6 min
#406: The Methods and Importance Of Measuring The Value of Loyalty Marketing Investment ( Short Summary Show)
Listen in to hear Tom’s short summary show from the original podcast hosted by Paula Thomas where she was joined by Brad Macdonald, Epsilon’s Vice President of Loyalty Strategy from May 2022, where Brad talks about the methods and importance of measuring the Value of Loyalty Marketing Investment. Brad describes the methods that Epsilon use to measure and predict loyalty strategy performance and most importantly, ROI. Hosted by Tom Peace. Show Notes: 1) Brad Macdonald 2) Epsilon 3) #227: Measuring the Value of Loyalty Marketing Investment with Epsilon
Jul 12, 2023 · 55 min
#405: Emarat Launches Emcan - A Loyalty Leader in the UAE's Fuel and Convenience Sector
Today’s episode features the UAE’s latest loyalty program which has been recently launched by a fuel retailer. The Emirates General Petroleum Corporation is otherwise known as EMARAT, and they operate as a leading fuel and convenience store retailer across Dubai and the Northern Emirates. Our guest is Ali Bin Zayed, the Senior Manager Corporate Loyalty for Emarat, who has led the development and launch of Emcan, and today he shares the insights behind its name, how it was developed and some of its impressive early results. He also shares some of the highly innovative channels that are being used to support the incredibly diverse population of people from around the world who call the UAE their home. Ali explains how they chose their loyalty platform provider, and some of the upcoming industry-leading technology that they are implementing in order to ensure their business continues to offer more ease, simplicity and delightful experiences for their customers. Listen to enjoy this conversation with Ali Bin Zayed, Senior Manager Corporate Loyalty for Emarat. Show Notes: 1) The Emirates General Petroleum Corporation 2) Ali Bin Zayed⁠, the Senior Manager Corporate Loyalty for Emarat 3) Emcan
Jul 11, 2023 · 49 min
#404: AAdvantage from American Airlines - Insight-led Innovation & Industry Leadership
Today, Let's Talk Loyalty welcomes back an iconic airline brand that is long overdue a return visit to our show. American Airlines first joined us in April 2020 to share how they were thinking about their loyal customers and the role of the AAdvantage program in those first early days of the Covid pandemic. Now, three years on, we revisit this iconic program – which is in fact the longest-running computerised or travel loyalty program in the world. AAdvantage was established in 1981 with a laser focus on rewarding frequent flyers on American Airlines. Today, the program has more than 100 million members and has evolved dramatically. AAdvantage no longer considers itself a frequent flyer program, but instead a travel rewards program, and now they are once again leading the industry, with new ways for members to earn and keep their status in return for any of their loyalty within the Advantage eco-system.! To hear the full story, I’m thrilled to be joined today by Chris Isaac, Director of AAdvantage, to hear how Covid ironically created new insights for him and his team on just how loyal their members were being – even when they were unable to fly! Listen to enjoy the latest insights from AAdvantage. Show Notes: 1) Chris Isaac, Director of AAdvantage 2) American Airlines⁠ 3) AAdvantage
Jul 10, 2023 · 6 min
#403: Loyalty Leads the Transformation of Albertsons (Short Summary Show)
In this weeks Let’s Talk a Little Loyalty podcast Tom reviews the original show hosted by Paula Thomas where she is joined by Matthew Stevens, Albertson’s Former Director of Loyalty Programs and Strategy, who shared how their loyalty program is supporting the dramatic transformation of their business, in direct response to changing consumer behaviours and expectations. The original interview with Albertsons showcases a masterclass in retail loyalty strategy and success. Albertsons is one of the largest food and drug retailers in the United States. Boasting almost 2,300 retail stores in the United States across multiple brands including Albertsons, Safeway, Shaw’s, Randalls and United Supermarkets among others. Hosted by Tom Peace. Show Notes: 1) Matthew Stevens⁠, Former Director of Loyalty Programs and Strategy 2) Albertson’s 3) #222: Loyalty Leads the Transformation of Albertsons 4) Safeway
Jul 5, 2023 · 49 min
#402: Giant Food Celebrates Its Award-Winning Loyalty Strategy
Today’s episode features industry insights from Giant Food, the #3 grocery chain in the United States. Our guest is Ryan Draude, who is leading Giant Food’s loyalty approach with a unique perspective! Ryan believes that loyalty leaders have a unique opportunity to create *rituals* that become meaningful moments in their member’s lives, and he is passionate about making sure we create *tangible value* in a way that matters now more than ever to shoppers. Listen to hear Ryan’s willingness to be courageous with his work, and especially how he said how success often comes from deciding to simply "shut up and listen". Enjoy this masterclass in loyalty with Ryan Draude, Head of Loyalty at Giant Food. Show Notes: 1) Ryan Draude 2) Giant Food
Jul 4, 2023 · 48 min
#401: Paula Thomas is in the Hot Seat, Sharing the Power of Content Marketing in Loyalty
This show is extraordinary as we hear Paula’s voice but as the Let’s Talk Loyalty guest rather than show host. Paula shares the evolution of the Let’s Talk Loyalty show which is already in the top 3% of global podcasts and three times higher listenership per show than average B2B podcasts. We learn of Paula’s original intent for starting Let’s Talk Loyalty almost 4 years ago and her future vision and plans to expand into Loyalty TV later this year. Moreover, we learn about the power of content marketing for not only brand management but for loyalty programmes to embrace emotional loyalty. Hosted by Amanda Cromhout. Show Notes: 1) Paula Thomas 2) Let's Talk Loyalty
Jul 3, 2023 · 6 min
#400: "For Love or Money" - Australian Consumer's Loyalty Perspectives For 2022 (Short Summary Show)
In this weeks episode of Let’s Talk “a little” Loyalty Tom’s reviews Paula’s original podcast with Adam Posner, who talks about his hugely popular “For Love or Money™ Australia” research report and insights from 2022 Adam explains key insights from his research and discusses what compels consumers to join a loyalty programme and the “3 Bs” of loyalty: behaviour, belief and belonging. We also talked about generational differences in loyalty preferences, rewards and even currency types. Whether you are working in loyalty marketing in Australia or elsewhere, these consumer insights offer invaluable ideas to reflect on. Tom’s provides a great review of Adam’s superb insight, highlighting the key messages from this great original podcast. Hosted by Tom Peace. Show Notes: 1) Adam Posner, CEO and Founder, The Point of Loyalty 2) For Love or Money™ 2022 Australia 3) The Point of Loyalty 4) #219: "For Love or Money" - Australian Consumer's Loyalty Perspectives For 2022
Jun 28, 2023 · 36 min
#399: Dubai Golf Shares * Viya* - A Lifestyle Platform Driving Loyalty for Golf, Dining & Entertainment
Today we meet the CEO of an iconic brand here in the UAE. Dubai Golf was established in 1988 and manages some of the best-loved golf clubs in the whole region, Emirates Golf Club, Jumeirah Golf Estates and Dubai Creek Golf & Yacht Club. The company is incredibly proud of its internationally acclaimed championship courses, and has also successfully evolved its hospitality and entertainment business, with both casual and fine dining restaurants of offer, as well as beautiful swimming, fitness and tennis facilities. Leading the development of the whole group is the CEO Chris May, who joins today to share how the business really values and nurtures loyalty its members, having created a lifestyle app called Viya that allows both members and non-members alike to book rounds of golf, dining or other facilities and earn rewards. Listen to enjoy our conversation with Chris May all about Dubai Golf and Viya Rewards. Show Notes: 1) Dubai Golf 2) Emirates Golf Club 3) Jumeirah Golf Estates 4) Dubai Creek Golf & Yacht Club 5) Viya Rewards 6) Chris May
Jun 27, 2023 · 48 min
#398: The Loyalty Report 2023
Today’s episode of Let's Talk Loyalty features our friends in Bond Brand Loyalty and their annual Loyalty Report. The Loyalty Report is an annual survey, and this year, Bond has tracked a quarter of a million consumers globally, from more than 750 brands, in dozens of industries, across every type of loyalty strategy. With so much scale and visibility from global markets, the 2023 Loyalty Report truly highlights the key insights loyalty program managers need to know right now, such as the number of programs that consumers say they are members of and active in. It’s not surprising to hear that this year, consumers are finding more loyalty programs to join, and they are enrolling and engaging in them more than ever. So, the stakes are getting higher, as is the level of competition, so it’s even more critical to hear what consumers are telling us that they value in 2023, and the opportunities that still exist for true differentiation. Listen to hear the insights from this year’s Loyalty Report as I discuss them with Maegan O’Neill and Sean Claessen from Bond Brand Loyalty, who share their key take-outs and watch-outs for leading brands and loyalty programs in 2023! Show Notes: 1) Bond Brand Loyalty 2) 2023 Loyalty Report 3) Maegan O'Neill 4) Sean Claessen
Jun 26, 2023 · 5 min
#397: Leveraging the GHA "Discovery" Program To Drive Customer Loyalty for Independent Hotel Brands (Short Summary Show)
Listen in to hear Tom’s short summary show from the original podcast hosted by Paula Thomas where she is joined by Kristi Gole, VP, Head of Product at Global Hotel Alliance to hear how this model works and benefits both the brands and consumer members. The Global Hotel Alliance (GHA) is the world’s largest alliance of independent hotel brands, supporting 35 hotel brands with more than 500 hotels across 85 countries, each leveraging the DISCOVERY guest recognition programme to drive loyalty with guests. This alliance allows small and independent hotels to compete with global hospitality brands, while still operating independently and giving consumers the opportunity to earn rewards across their many brands. Listen to Tom’s views on how GHA build loyalty across independent hotel groups as well as finding more ways to reward travellers. Show Notes: 1) ⁠Kristi Gole⁠ 2) Global Hotel Alliance 3) GHA’s DISCOVERY guest recognition programme 4) #218: Anantara, Avani, Kempinski - Leveraging the GHA "Discovery" Program To Drive Customer Loyalty for Independent Hotel Brands
Jun 21, 2023 · 42 min
#396: Lakeshore Learning Materials - Rewarding Loyalty for Teachers and Parents
Today's episode celebrates a brand that recognizes and rewards a relatively forgotten segment of the community – those who educate children! Lakeshore Learning Materials is one of the most innovative manufacturers of educational materials in the United States, specializing in top-quality products for the home and classroom. Originally founded as a toy store in 1954, Lakeshore Learning Materials now operates sixty stores and a thriving online business, catering to both teachers and parents. The business had been operating a program called the “Teacher’s Club” for over 20 years, but about 2 years ago, it realized it needed a complete overhaul! Alex Tavera was brought on board to advise on a complete redesign and a new strategy for the business, and in late 2021, he led the launch of their new loyalty program. With a new name and a completely new strategy, combined with some great technology and a supportive leadership team, Lakeshore Rewards is now an incredibly exciting program that is going from strength to strength! Listen to enjoy this inspirational conversation with Alex Tavera, Director of CRM, Email and Loyalty with Lakeshore Learning Materials. Show Notes: 1) Lakeshore Learning Materials 2) Alex Tavera 3) Lakeshore Rewards 4) #84: Virgin Red Loyalty Programme Launches in the UK 5) #195: Virgin Red - The Red Thread Connecting the Virgin Brand Globally