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

Jun 8, 2022 · 40 min
#234: Driving Loyalty in Convenience Retail with Sheetz USA
Sheetz Inc. is one of North America's fastest-growing convenience store chains, already operating over 600 locations. In this episode of Let’s Talk Loyalty, we were delighted to share the impressive role that loyalty initiatives play in Sheetz business strategy, in a conversation with Director of Brand Marketing, Nicole Auman . Nicole discusses some of the company's recent major insights and achievements, including a new subscription service, her insights on the compelling role that their app is playing as a direct digital connection to their customers and of course, their store teams who serve as ambassadors of the program with customers. This episode is packed with insights on how Sheetz is driving its business forward by leveraging technology and data to delight its members. Show Notes: Sheetz Nicole Auman
Jun 7, 2022 · 49 min
#233: Etihad Guest - Powerful Propositions Building Emotional Loyalty
Etihad Guest is a world-leader in airline loyalty, renowned for delivering innovative ideas that delight members in unexpected ways! In today's episode, Let's Talk Loyalty is joined once again 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. Their recent campaigns include a proposition to support the airlines sustainability goals, and a "world-first" idea that celebrated the reopening of Australia's borders post-pandemic. Listen to enjoy another episode jam-packed full of thoughtfulness and innovation. Show Notes: Etihad Guest Kim Hardaker Etihad Guest Miles Miles On the Go Conscious Choices
Jun 6, 2022 · 5 min
#232: Innovation in China with Lagardère Travel Retail (Short Summary Show)
The global Covid crisis challenged many businesses to the brink of survival, especially in the travel industry. Across airlines, hotels, hospitality and duty free, with global travel volumes almost non-existent, these travel companies were challenged to innovate in ways they may never have imagined before. Lagardère Travel Retail saw the pandemic as an incredible opportunity to create compelling new channel with their customers, creating an entirely new sales and marketing approach that their customers loved! In this short episode, we summarise what we learned from Chief Executive Officer Eudes Farbe, and Chief Information Officer, Adam McCarthy to understand their unique, world-class solution in the absence of duty free customers in their airports across China. Listen to learn how Lagardère created such significant value using their loyalty program and leveraged China's unique digital eco-system to achieve a profitable new route to market that has proven to be pandemic-proof. Show Notes: Lagardère Travel Retail Eudes Farbe Adam McCarthy
Jun 1, 2022 · 38 min
#231: Building Your Program's Profitability - Loyalty's Hidden Potential
Sonder Media is a consulting firm that specializes in identifying, valuing, and optimizing the media value of loyalty programs, and in today’s episode, Jonathan Hopkins and Angus Frazer, co-founders of Sonder Media, share their expertise and insights on this high margin opportunity. We discussed 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 their returns on their loyalty program investment. Join us for a discussion about both 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 and potentially also with advertising partners. Show notes: Sonder Media Jonathan Hopkins Angus Frazer Time Stamps: 02:46 - Favorite Loyalty Program 05:12 - How does owned media can measure and obviously increase the return on investment of loyalty programs. 11:38 - How to Identify the best way to monetize owned media without compromising core business objectives 14:41 - What are the particular loyalty programs or sectors and categories that are working for this opportunity with owned media? 18:30 - Brands Sonder Media worked with 20:35 - Understanding the Value of Owned Media 25:12 - What other types of opportunities for value and attention should we consider? 27:20 - The Opportunity of Brands for Media
May 31, 2022 · 44 min
#230: The Boots Iconic "Advantage" Programme in the UK Celebrates Its 25th Birthday
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. 2022 marks the 25th anniversary of this iconic programme, so "Let's Talk Loyalty" was delighted to be joined by Hollie McLellan, Head of Customer Marketing and Loyalty for Boots UK, to discuss the company's latest innovations and initiatives. Join us to hear this masterclass in loyalty marketing, showcasing their new "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. Boots UK is truly an iconic retail brand so don't miss this exclusive opportunity to learn how their Advantage Program is changing and innovating for the future. Show Notes: Boots UK Boots Advantage Program My Beauty Boots X Hollie McLellan Time Stamps: 03:26 - Hollie’s Favorite Loyalty Program 07:18 - History of the Advantage Program 10:07 - Approximate numbers of members of Boots Advantage Program in the UK 11:12 - Points reward elements 12:52 - How staff embrace and execute the program very well 14:39 - My Beauty 17:58 - Contents as a big part of the future 24:19 - Price Advantage Proposition 35:18 - What we can expect coming up next with Boots
May 30, 2022 · 5 min
#229: Coalition Loyalty in Colombia (Short Summary Show)
“To make the customer fall in love with the brands.” This is how Alejandro Gonzalez Saul, CEO of Puntos Columbia described the purpose and goal of this market-leading loyalty program operating as a coalition in Colombia. In this short summary show, "Let’s Talk Loyalty" looks back on a fascinating conversation with the true loyalty market leader in Colombia to understand its impressive proposition and performance. Listen to learn some of the secrets that Alejandro shared that drive the incredible success of "Puntos Colombia" in the South American market. Show Notes: Alejandro Gonzalez Saul Puntos Columbia #86: Coalition Loyalty In Columbia with Puntos Columbia
May 25, 2022 · 45 min
#228: Loyalty Insights from IAG Loyalty
The International Airline Group is one of the world's largest airline groups, formed by the merger of British Airways and the Spanish Airline Iberia. Prior to the COVID-19 pandemic, it flew to 279 destinations and carried approximately 118 million passengers per year. IAG created a new unified loyalty currency called Avios, as well as a dedicated loyalty division that has been operating in various forms for over 30 years. In this episode, we are joined by the Chief Product Officer of IAG Loyalty, Stephen Scott as we look at some of the big ideas that are engaging members right now, how they are evolving how they earn and spend their Avios, such as card linking and e-commerce, before moving on to emerging concepts that we're all starting to think about, such as NFTs. Stephen explains how the pandemic impacted customers all over the world and changed their behaviour and use of technology and how IAG Loyalty has focused on achieving a complete digital transformation to support them. There’s much more on the way as IAG Loyalty continues to expand. Listen to this conversation and learn what the future holds for the loyalty division of the International Airlines Group. This episode is sponsored by Collinson. Show Notes: The International Airlines Group (IAG) Stephen Scott Avios Time Stamps: 02:42 - Stephen Scott’s Favorite Loyalty Program 06:43 - Consumer's Behavior of loyalty currency with e-stores 12:16 - Avios Card Linking Proposition 13: 57 - Brands with card linking 15:39 - Where is the IAG Loyalty at now? 22:41 - Scott’s Experience with Digital Transformation 25:31 - Avios Digital Transformation journey 28:42 - Cultural Challenge 31:30 - Does the pandemic accelerate the digital transformation? 33:08 - IAG: Hangar 51 insight 36:39 - NFTs in the world of Loyalty
May 24, 2022 · 36 min
#227: Measuring the Value of Loyalty Marketing Investment with Epsilon
How do you measure and prove the value of your investment in loyalty marketing? In this episode, we are joined by Brad Macdonald, Vice President of Loyalty Strategy at Epsilon, who shares their approach to assessing the value of brands' investment in their loyalty marketing initiatives with an "a value led approach". We also announce a partnership with Epsilon together with Let’s Talk Loyalty launching a unique, personalized, and private "Loyalty Lab" every month for one lucky listener to have a chance to have the opportunity to work with Epsilon's experts for an independent review of your loyalty program and come away with some concrete ideas to help it perform better. Listen to this episode for more information on how to measure and multiply the value of your loyalty program. Show Notes: Brad Macdonald Epsilon Loyalty Lab Time Stamps: 03:12 - Brad’s Favorite Loyalty Program 07:35 - The current landscape for loyalty marketers 11:07 - How Epsilon measures the value of the loyalty program 26:49 - Epsilon Loyalty Lab
May 23, 2022 · 7 min
#226: Virgin Red - Where Customers Genuinely Come First (Short Summary Show)
In today’s short summary episode of Let’s Talk Loyalty, Paula Thomas looked back on her conversation with Virgin Reds Chief Marketing Officer, Kelly Best who shared exactly how Virgin is prioritising its customers throughout their new Virgin Red Program. Virgin realised that customers really dislike when their loyalty points expire, so they created a programme where that would never happen! Another key principle is how Virgin Red ensured its program is accessible to all of its members, creating an affordable and appealing partnerships with dozens of small businesses, supporting them while ensuring rewards were easy to reach for its members. Listen to this show to learn more about how iconic brand is truly prioritising its customers in its group-wide loyalty program. Show Notes: Virgin Red Kelly Best #84: Virgin Red Loyalty Programme Launches in the UK #195: Virgin Red - The Red Thread Connecting the Virgin Brand Globally
May 18, 2022 · 54 min
#225: Insights from the "2022 Global Report on Loyalty Marketing & Rewards Programs"
In this episode, Łukasz Słoniewski of Comarch joins Let's Talk Loyalty to discuss the "2022 Global Report on Loyalty Marketing & Rewards Programs," a research report performed by Forrester Consulting in Q1 2022 with 549 loyalty marketing leaders from around the world. Łukasz shared some of his key learnings from the report, such as understanding the significant difficulties we as loyalty marketers face, the most popular loyalty program benefits being offered in 2022, and their ambitions for the next five years. Listen to learn from this interesting research on the loyalty marketing business, and how these global experts expect our programs to change in the coming months and years. This episode is sponsored by Comarch. Show Notes: "2022 Global Report on Loyalty Marketing & Rewards Programs.” Łukasz Słoniewski Comarch
May 17, 2022 · 51 min
#224: Celebrating the Freddie Awards - The "Oscars" of Travel Loyalty
The winners of the 2022 "Freddie Awards" have just been announced, the awards created to recognise the gold standard in travel loyalty programs worldwide. The winners of the Freddie Awards are chosen by their members, with millions of customers voting for their favourite programs. In today's episode of "Let's Talk Loyalty", we are joined today by the founder of the Freddie Awards, Randy Petersen, to learn all about the origins of these awards, who was "Freddie" and of course which airlines, hotels and credit cards were honored with the top awards in 2022. Show Notes: 2022 Freddie Awards Winner Randy Petersen Freddie Awards
May 16, 2022 · 4 min
#223: Announcing - The Winner of the Loyalty Academy Scholarship is ...
The Loyalty Academy is the world's leading loyalty marketing training platform, run by and for loyalty marketers. Let's Talk Loyalty is the world's leading podcast for loyalty marketing professionals, with over 200 episodes and over 100,000 plays. To celebrate the return of the in-person certification workshops in four fantastic locations around the world, Let's Talk Loyalty and The Loyalty Academy teamed up to give one lucky listener the opportunity to attend and win a full scholarship for a Loyalty Academy workshop and become a "Certified Loyalty Marketing Professional" which has already certified over 300 professionals in 29 markets worldwide. In today's episode of "Let's Talk Loyalty", we're thrilled to reveal the lucky listener who has won this prize. Show Notes: The Loyalty Academy Michael Capizzi
May 11, 2022 · 35 min
#222: Loyalty Leads the Transformation of Albertsons
Albertsons is one of the largest food and drug retailers in the United States. In today’s episode, "Let's Talk Loyalty" meets Matthew Stevens, Albertson’s 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. Boasting almost 2,300 retail stores in the United States across multiple brands including Albertsons, Safeway, Shaw’s, Randalls and United Supermarkets among others, this interview with Albertsons showcases a masterclass in retail loyalty strategy and success. Show Notes: 1) Matthew Stevens 2) Albertsons Companies 3) Safeway 4 U \
May 10, 2022 · 40 min
#221: What We've Learned About Loyalty
In today’s episode, Paula was joined by fellow podcaster Iain Pringle, to share what we've each learned in our combined five years of podcasting about our industry. Like many loyalty professionals, Iain and Paula both love the opportunity to make customers happy, by rewarding them in ways that are also profitable for business. Listen to learn all about Iain's loyalty background and the role of his podcast as another source of knowledge for loyalty marketing professionals worldwide. Show Notes: 1) The Loyalty Podcast 2) Iain Pringle
May 9, 2022 · 8 min
#220: Aviation Loyalty Program Insights with Evert de Boer (Short Summary Show)
In this short summary episode, Paula Thomas looks back on a fascinating conversation with Evert de Boer, Managing Partner of On Point Loyalty, who discussed how the aviation sector has earned such huge profits from their loyalty programs over the years. And how their importance grew even further in importance through the global pandemic, offering airlines a stable, recurring source of revenue even though customers were unable to travel, and even challenged the widely-held view that redemption seats are an expense for airlines. Listen to this short summary to hear the highlights of our discussion with this airline loyalty industry thought-leader. Show Notes: 1) Evert de Boer 2) On Point Loyalty 3) "Top 100 Most Valuable Airline Loyalty Programs" 4) #82: Global Airline Loyalty Programme Insights with Evert de Boer
May 4, 2022 · 44 min
#219: "For Love or Money" - Australian Consumer's Loyalty Perspectives For 2022
In this episode, Adam Posner, joins us to talk about his hugely popular "For Love or Money™ Australia" research report and insights for 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. Show Notes: 1) Adam Posner, CEO and Founder, The Point of Loyalty 2) For Love or Money™ 2022 Australia 3) The Point of Loyalty website
May 3, 2022 · 40 min
#218: Anantara, Avani, Kempinski - Leveraging the GHA "Discovery" Program To Drive Customer Loyalty for Independent Hotel Brands
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 compete with global hospitality brands, while still operating independently and giving consumers the opportunity to earn rewards across their many brands. In this episode of "Let's Talk Loyalty", we are 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. Learn how GHA evolved just prior to the global pandemic, and how they responded to the pandemic with "Live Local" offers as well as finding more ways to reward travellers. Show Notes: 1) Kristi Gole, VP, Head of Product at Global Hotel Alliance 2) GHA's DISCOVERY guest recognition programme
May 2, 2022 · 6 min
#217: Insights on Loyalty Innovation with Epsilon (Short Summary Show)
In this short summary episode of "Let's Talk Loyalty", we looked back on an episode from early 2021 when we talked about loyalty programmes as they evolved during the global pandemic, in an insightful conversation with Ashish Sinha, Managing Director of Epsilon APAC & MEA. While some brands did their utmost to be extraordinarily helpful to consumers in that particularly difficult time, others overloaded their members with offers and deals that they didn't want or couldn't afford to redeem. Listen to enjoy some unique Epsilon insights on how true customer loyalty can be earned. Show Notes: 1) Episode #80: Loyalty Trends in APAC by Epsilon's Ashish Sinha 2) Ashish Sinha, Managing Director - Epsilon APAC & MEA
Apr 27, 2022 · 35 min
#216: Everyday Loyalty - Connecting Customers, Members and Merchants
In this episode, James Berry, Commercial Director, Valuedynamx at Collinson shares game-changing concepts he believes are becoming pivotal for loyalty professionals. James and his team work with brands to create loyalty programmes that are engaging, relevant and increasingly valuable to customers. In this episode, we discuss the dramatic changes in consumer behaviour, and some of the innovative ways that Collinson have found to connect programs, consumers and merchants in order to ensure loyalty programmes become even more relevant in everyday lives. We also talk about opportunities working with emerging technologies like NFTs and cryptocurrencies. This episode will help you understand the latest innovative strategies for post-pandemic consumers. This episode is sponsored by Valuedynamx ( Part of Collinson Group) Show Notes: 1) James Berry, Commercial Director, Valuedynamx at Collinson on LinkedIn 2) Collinson
Apr 26, 2022 · 40 min
#215: Loyalty Insights from Asia - Speak Like a CEO
Today's episode of "Let's Talk Loyalty", features LInkedIn loyalty guru and independent loyalty consultant, Henry Christian. Henry has many years of experience guiding brands and managing loyalty programmes throughout Asia and talked with us about some of the valuable lessons he has learned over the years. He shared his insights on the importance of speaking like a CEO, leveraging customer data and how A/B testing can prove valuable instead of making assumptions for members versus nonmembers. Henry shared strategies for membership retention and acquisition and we also found out a surprising 'favourite loyalty programme' that has never been mentioned before! Henry also shared a very important principle that loyalty is not a program, it is an outcome to expect from your customers. Show Notes: 1) Henry Christian, Independent Consultant with HC Loyalty Advisory on LinkedIn 2) LinkedIn Loyalty Post - Speak Like a CEO