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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Sep 12, 2022 · 8 min
#274: The Loyalty Report 2021 (Short Summary Show)
"The Loyalty Report" features loyalty research with tens of thousands of consumers in North America, so this annual research report is a huge help for our industry to learn from. Today I share the top insights shared from my 2021 interview with Phil Rubin, who explained their latest loyalty learnings, such as the increasing importance of being loyal to your customers (rather than simply expecting it from them). Show Notes: 1) Phil Rubin Interview on The Loyalty Report 2021 2) Phil Rubin 3) Bond Brand Loyalty 4) Let's Talk Loyalty Episode#255: The Loyalty Report 2022
Sep 7, 2022 · 30 min
#273: eCommerce Leader Leverages Loyalty to Drive Commercial Success
Adore Beauty is Australia's number one pure-play online beauty retailer and operates as a publicly listed company on the Australian Stock Exchange. As Head of Loyalty and Retention at Adore Beauty, we are joined once again by Miranda Bliss, who describes herself as someone with “loyalty in her blood” and is incredibly proud to have designed and launched the first ever loyalty programme for Adore Beauty customers. As the program continues to prove itself as a strategic pillar for the business and support its continued growth (despite the roller-coaster caused by the global pandemic), we were delighted to hear the latest benefits that the Adore Beauty team have launched for members of Adore Society, focusing on relevant, educational content as well as some luxury prizes for some extra inspiration. Show Notes: 1.) Miranda Bliss, Head of Loyalty and Retention 2.) Adore Beauty 3.) Miranda's Pitch to the Australian Loyalty Association Board: ALA Young Members 4.) Adore Society 5.) Five keys to unlocking a successful loyalty program 6.) Beauty IQ
Sep 6, 2022 · 45 min
#272: Award Winning "MySchool MyVillage MyPlanet" Connects Transactional and Emotional Loyalty.
Pieter Twine is the General Manager of the "MySchool MyVillage MyPlanet" loyalty programme, based in South Africa. It is an internationally recognised loyalty programme with multiple awards at the International Loyalty Awards & in the South African Loyalty Awards. Pieter himself is a judge at the International Loyalty Awards and has worked on the MySchool programme from the early years until now, as it celebrates its 25th anniversary. It is a multi-partner programme but with a difference in that rewards only go to educational, charity, environmental, or animal beneficiaries, not the members themselves. Over USD 56 million is given to such causes triggering both emotional and transactional loyalty results for the merchant partners invested in the programme. Show Notes: Pieter Twine, General Manager MySchool MyVillage MyPlanet
Sep 5, 2022 · 4 min
#271: The Role of Communications to Drive Loyalty - Short Summary Show
Today we're summarising what we learnt from business coach Jon Dwoskin, who shared his insights on how to drive customer loyalty and connection using content. Brands are increasingly realising the power of both audio and video content as tools to build customer loyalty, alongside the loyalty programmes our industry typically manages, so we discuss how adding new communication formats such as the human voice can create compelling connections with customers. Show Notes: 1) Jon Dwoskin 2) Full interview with Jon Dwoskin
Aug 31, 2022 · 43 min
#270: Crypto-Based Rewards - Insights and Inspiration for Travel and Hospitality
This episode showcases an innovative crypto-based rewards option that's focused on loyalty programmes in the travel and hospitality sector. Flycoin is a new, trade-able, digital currency which can be used to reward members with an asset they control – offering a truly web 3.0 approach to driving customer loyalty. Joining "Let's Talk Loyalty" to discuss this is Lenny Moon, CEO of Flycoin - so whether you’re a crypto fan, a crypto sceptic – or just trying to understand the potential for crypto-currencies in our industry, you will enjoy today’s conversation. Show Notes: 1) Lenny Moon 2) Flycoin
Aug 30, 2022 · 36 min
#269: HEMA's Heritage and Values Drive Customer Loyalty
Today’s episode features another retail success story, this time from a much-loved Dutch brand called HEMA. With an incredible heritage of almost 100 years, HEMA's approach to business showcases some of the key principles that drive customer loyalty – values like simplicity, consistency, and fairness. Joining today’s show to share her insights on how this retailer earns so much customer loyalty from its customers is Karlijn Van Den Berg, HEMA's Loyalty & CRM Manager, based in the Netherlands. Show Notes: 1) Karlijn Van Den Berg 2) HEMA
Aug 29, 2022 · 7 min
#268: Lessons from the Loyalty Science Lab - Short Summary Show
The Loyalty Science Lab works with loyalty industry leaders to identify and research commercially important concepts that drive loyal customer behaviour. Today's short show summarises some of our key learnings from our interview with Professor Yuping Liu-Thompkins who creates and publishes her loyalty research in top marketing and advertising journals. Listen to learn some of the exciting insights from her research, which will be fascinating to anyone working in the industry. Show Notes: 1) Yuping Liu-Thompkins - Founder & Director of Loyalty Science Lab & Professor of Marketing, Old Dominion University 2) Loyalty Science Lab 3) Full interview with Yuping Liu Thompkins
Aug 24, 2022 · 36 min
#267: Floor & Decor Shares the "Pro Premier Rewards" Program
Today’s episode of Let's Talk Loyalty features another huge US retail success story! “Floor and Decor” is one of the country’s leading flooring retailers and it has also been recognized as one of Fortune’s 100 fastest-growing companies. We are joined by Matt Goldberg, who shares with us the insights behind the Pro Premier Rewards program – a loyalty strategy that has been designed to deliver powerful benefits to their community of flooring professionals nationwide, with a vision of continually growing their share of wallet with this key segment. Listen to enjoy a masterclass in the pillars needed to drive emotional loyalty in the intensely competitive retail sector for home improvements. Show Notes: 1) Floor and Decor 2) Pro Premier Rewards 3) Matt Goldberg
Aug 23, 2022 · 38 min
#266: "Sleep Number" Leverages Loyalty to Drive Advocacy
Today's episode features an award-winning loyalty program for people who value an exceptional night’s sleep! *Sleep Number* is a 35-year-old retail brand that achieved revenues in excess of $1.85 Billion in 2021. The company operates over 650 stores in 50 states in North America, and seems to be going from strength to strength! In this episode, we discuss their Inner Circle Rewards program and its role in driving customer advocacy. Our guest is Lisa Erickson, Sr. Director of CRM and Loyalty, who shares her vision of leveraging loyalty to create an army of advocates, using gamification, social sharing, and digital and traditional channels to connect with her members and help them live their best lives, by helping them enjoy a great night’s sleep. Show Notes: 1) Sleep Number 2) Inner Circle Rewards 3) Lisa Erickson
Aug 22, 2022 · 6 min
#265: Greenbacks Loyalty Programme from Nedbank (Short Summary Show)
The Greenbacks Loyalty Programme has evolved as a powerful way for Nedbank to reward its complete banking relationships with its customers. In this short summary show, I'm summarising my interview with Dharmesh Bhana, who is leading the evolution of their compelling loyalty proposition, focused on benefitting all stakeholders. Whether it's to help customers manage their money better, reward responsible borrowing or build excitement and engagement at key moments in customer's lives, this loyalty programme rewards banking customers in fun, friendly and compelling ways. Show Notes: 1) Dharmesh Bhana - Executive: Loyalty & Rewards 2) Nedbank 3) Greenbacks 4) Full interview is available here
Aug 17, 2022 · 35 min
#264: Let's Talk Loyalty is 3 Years Old - Birthday NEWS Announcement
Today’s episode of Let's Talk Loyalty features an exciting announcement about how we’re growing the show, now that we're three years old and all grown up! Let's Talk Loyalty was launched in August 2019 and has gone from strength to strength, sharing compelling content three times a week. This show explains the new way we will be bringing you even more exceptional content. Joining today's episode to announce this new partnership is Amanda Cromhout, Founder and CEO of Truth, an international loyalty consultancy firm, based in Capetown, South Africa. Show Notes: 1) Amanda Cromhout 2) Truth
Aug 16, 2022 · 45 min
#263: Sharing Data, Sharing Ownership & Renting Fashion - New Models Driving Loyalty
"Beyonde" is a customer experience consulting firm based in Sydney Australia, with a single-minded focus on identifying, evaluating, and implementing the best global solutions to create compelling loyalty concepts. This episode features the latest customer strategy and inspiring loyalty propositions that the Beyonde team are exploring. Listen to hear Managing Director Simon Rowles talks about data – no longer as “the new oil” but as an even more powerful and profitable asset now that it is becoming increasingly share-able even despite our increasingly restrictive privacy laws worldwide. We also hear some incredible statistics around a way to drive customer or employee loyalty using the power of fractional ownership, as well as increasingly important option to allow loyalty members to aggregate their rewards across programmes. Show Notes: Simon Rowles - Managing Director, Beyonde Beyonde Favourite program : Commonwealth Bank of Australia – Yello : https://www.commbank.com.au/latest/recognition.html Yello is a loyalty program (“The end game – you framed it as a loyalty platform – is exactly that,” said Norton-Smith). Data is the new "nuclear waste" from David Birch Cross Company Customer Data Sharing from Ixup Banks launching data sharing services Points pooling with Swapi and Bakkt Fractional shares as loyalty rewards with Upstreet Fractional Carbon Credits as loyalty rewards with BetaCarbon Renting instead of buying at an apparel retailer with RNTR A secondary market for fashion with Reflaunt Carbon Tracking in bank apps with Cogo NFTs before they were NFTs – Ben & Jerrys and BlockV
Aug 15, 2022 · 6 min
#262: A Reality Check for Your Loyalty Program (Short Summary Show)
In this short summary show, I review my interview with Mike Atkin, also known as the "Loyalty Guru", in which he shared the framework that he uses to expertly assess any loyalty program against industry best practice. With any loyalty investment, it's essential to know what's working and what's not, so listen to learn how the "Loyality Check" works, so you can access the same key principles, and understand if your loyalty program is working as powerfully as it should! Show Notes: 1) Mike Atkin 2) Full interview is available here
Aug 10, 2022 · 47 min
#261: Building Bilt Rewards from Strength to Strength
Bilt Rewards is an innovative US-based loyalty program that was created in 2021 to make rent more rewarding! The program is just one year old, yet it has already transformed the home rental industry, by tracking, rewarding, and reporting on-time rent payments by tenants, in a way that creates an exciting path to home ownership and offers members ways to earn cheaper travel and plan the trip of their dreams! We are joined today for a second interview by Dave Canty from Bilt Rewards, who shares the latest developments within the program, both in terms of its core proposition, as well as their latest partnerships with Expedia and Amazon.com. Join us to hear the latest on this program and its mission to support landlords, tenants, and partners who all benefit by making renting more rewarding. Show Notes: 1) Dave Canty 2) Bilt Rewards 3) Bilt Rewards Youtube Channel
Aug 9, 2022 · 7 min
#260: Short Summary Show of Bart Demczuk Interview from Comarch Middle East
Today is a short summary show of our interview with Bart Demczuk, Managing Director at Comarch Middle East, who joined "Let's Talk Loyalty" in 2021 to share his perspective on our industry and what key issues were top of mind with his loyalty marketing technology clients in the Middle East region. Bart shared his insights and expertise on how to best manage the data that we collect on our customers, given the importance of balancing privacy and personalization in a way that customers truly value. We also discussed the importance of building direct relationships with your customers, as well as Bart's advice on what KPIs are most important for loyalty program managers to measure and manage. Show Notes: 1) Bart Demczuk 2) Comarch Loyalty Marketing Platform 3) #112: Loyalty Challenges and Trends with Comarch’s Bart Demczuk
Aug 8, 2022 · 5 min
#259: eCommerce Excellence with Adore Beauty and Adore Society (Short Summary Show)
Adore Beauty has had incredible growth and success in recent years, and is now Australia's top online pure-play beauty retailer. In 2020, the eCommerce business launched an innovative non points-based loyalty programme called the Adore Society. With exclusive benefits for each loyalty tier based on member's spend, the Adore Society also focuses on education, compelling content and entertainment for customers, which together which are driving incredible growth and loyalty. Miranda Bliss is the brains behind this compelling customer-focused loyalty programme, so listen to learn the key insights from their success. Show Notes: 1) Miranda Bliss 2) Adore Beauty 3) Adore Society
Aug 3, 2022 · 56 min
#258: Web 3.0, Crypto-currencies, Metaverse and NFT's - Loyalty Insights
Web 3.0 is of the hottest topics in business right now, but most of us have yet to figure out what the potential could be for these newest technologies within our loyalty programs. Whether it's blockchain technology, crypto-currencies, the metaverse, or NFT’s, few can figure out whether the opportunities they offer are purely for fun or for real commercial consideration! Joining me on this show to help separate facts from fiction is Stuart Evans, a Web 3.0 strategy advisor with a passion for understanding these emerging technologies so that he can create concepts that drive loyalty by exciting consumers in ways we haven't seen before. For all of us working in loyalty marketing, whether you're fully versed in Web 3.0 or not, please enjoy today's conversation with this inspiring thought leader who shares some great ideas to get started playing in the wonderful world of Web 3.0! Show Notes: 1) Stuart Evans
Aug 2, 2022 · 53 min
#257: Airline Loyalty Programs - their Role, Positioning and Potential for Even Greater Profits
Today, "Let's Talk Loyalty" meets airline industry thought-leader Mark Ross-Smith, who shares his insights on global airline loyalty programmes – their role, positioning, and potential for greater profits with seemingly plenty more room for growth! It's a fascinating discussion about innovative ideas to drive customer loyalty, learning from both the gaming industry as well as strategies that have been adopted by some leading airlines with great success. We hear some fascinating recent valuations of airline loyalty programs compared to the values and margins earned by the airlines who own them. Mark then shares some challenging ideas about the commercial positioning of each business in the post-pandemic world of aviation, and whether loyalty leaders should have a seat in the boardroom and why. Show Notes: 1) Mark Ross-Smith 2) StatusMatch.com 3) traveldatadaily.com 4) Digital Driving Growth in KFC China 5) Measuring Loyalty – Tracking passengers who fly with competing airlines
Aug 1, 2022 · 6 min
#256: Loyalty Innovation in Financial Services - Old Mutual Earns Loyalty by Educating
How can a financial services firm like Old Mutual compete against a powerful market leader, in an industry that consumers often find confusing and expensive! The answer is by adding incredible value and being loyal to members so that they learn to trust your brand, even before they need to buy your products. In this short summary, learn the ideas and insights that are driving growth, connection, and financial wellbeing with Old Mutual's members and customers. Show Notes: 1) Brett Cameron - Head of Rewards, Old Mutual 2) Old Mutual 3) #106:Intense Competition Driving Loyalty Innovation by South Africa's Old Mutual
Jul 27, 2022 · 54 min
#255: The Loyalty Report 2022 - Essential Insights and Innovations for Loyalty Professionals
Today’s episode features key insights from the industry's best-known research report that’s produced every year by Bond Brand Loyalty. Featuring insights from more than 39,000 consumers in eleven markets including North America and Europe, it includes consumer loyalty feedback on over 750 consumer brand programs in 15 industries. This episode features Alie Donnelly and Sean Claessen from Bond Brand Loyalty, who share their initial insights that have just been published in the first post-pandemic version of “The Loyalty Report 2022”, and their “Pathways to Growth Guide”. From the importance of how brands are addressing societal issues through to the ongoing fundamental shift in consumer’s expectations of the loyalty programs they engage with, today’s conversation highlights the important issues, ideas, and innovations that are proving essential to drive consumer loyalty in 2022 and beyond. Show Notes: 1) Bond Brand Loyalty 2) Alie Donnelly 3) Sean Claessen 4) "Pathways to Growth Guide" 5) “The Loyalty Report 2022” Press Release