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

March 12 · 43 min
Best of the Back Catalogue | Loyalty Strategy with Evert de Boer (#753)
Today we are re-publishing back one of our most popular episodes as our planned episode has been delayed for technical reasons This re-released episode features Evert de Boer, Managing Partner at On Point Loyalty and CEO of Fidivo, sharing key takeaways from his book “Loyalty Programs and the Currency Effect” and his perspective on loyalty in the travel sector. Hosted by Aaron Dauphinee. Show Notes: 1) Evert de Boer 2)Fidivo 3)On Point Loyalty 5) Loyalty Programs and the Currency Effect: A Comprehensive Guide to Realizing the Power of Points – By Evert de Boer & Xiao Yao Chin 6) A Perfect Spy: A Novel - Book Recommendation 7) Connemara: A Novel - Book Recommendation 8) German Summer Book (but only available in Dutch) - Book Recommendation
March 10 · 40 min
Best of the Back Catalogue | Award-Winning Loyalty with Three Ireland (#752)
From our Best of the Back Catalogue, we revisit this episode exploring 3Plus, the award-winning loyalty programme from Three Ireland. In this conversation, Siobhan Lynch, Loyalty Manager at Three Plus Ireland, shares the story behind the programme, what it offers customers, and the impressive results it has delivered. Show Notes: 1) Siobhan Lynch 2) Three Plus Ireland
March 5 · 43 min
Behavioral Science, AI & Innovation in Loyalty — A Collinson Perspective (#751)
In this episode we are delighted to interview Peter Gerstle. He’s the Loyalty Consulting Director at Collinson responsible for shaping and delivering the strategy and management of Collinson’s loyalty products and driving loyalty innovation in travel, financial service, retail and other industries globally. Peter joined Collinson in 2013 to add his expertise from a 25-year international career in eCommerce, product, and loyalty management across a wide range of travel companies, including InterContinental Hotels Group and easyJet, for which he launched several significant revenue streams such as Speedy Boarding and the first-ever airline paid loyalty program, easyJet Plus!. He advises clients globally on designing and optimizing loyalty programs and is a leading thinker on paid-for loyalty strategies. In this episode, Peter shares his insights the loyalty industry, how behavioral science and AI are changing things at Collinson and in the industry and innovations and new ideas that loyalty marketers everywhere should be thinking about. Hosted by Charlie Hills Show Notes : 1) Peter Gerstle. 2)Collinson Group 3) Thinking Fast and Slow - Book Recommendation 4) Atomic Habits - Book Recommendation 5) The Hard Thing About Hard Things - Book Recommendation 6) The Loyalty Effect - Book Recommendation
March 3 · 49 min
Best of the Back Catalogue | Raymond Rewards and Beyond (#750)
We’re rewinding to some of the best from our back catalogue! If you missed it long back, this is the perfect time to catch the episode. Sanjeev Nichani, a seasoned loyalty marketing professional, has shaped some of India’s most impactful loyalty programmes—from Loyalty Rewardz, serving over 100 million banking customers, to AIMIA, and previously Raymond Rewards, the men’s retail fashion programme spanning 1,000+ stores. He shares timeless insights on launching loyalty programmes in franchise businesses, engaging members through digital channels, and lessons learned from driving customer-centric growth across industries. Show Notes: 1)Sanjeev Nichani 2) Raymond Rewards
February 26 · 36 min
bp Southern Africa Demonstrates How Loyalty can be an Enabler of Business Growth (#749)
This episode is also available in video format on www.Loyalty.TV. Nokwanda Khumalo is a seasoned executive with experience across multiple industries, having led fuel retail and loyalty projects for over a decade. In this interview, she shares how loyalty can become a powerful growth enabler when an organisation commits to it at a leadership level. Reflecting on the 18 months following the loyalty launch at bp, Nokwanda unpacks the measurable business results achieved and explains how success went beyond technology or rewards mechanics. A critical differentiator was the deliberate investment in frontline execution — with bp placing significant emphasis on equipping and energising staff to deliver an exceptional customer experience. Her insights reinforce a key message: loyalty drives sustainable growth when it is embedded into culture, championed by leadership, and brought to life consistently by those closest to the customer. Hosted by Amanda Cromhout Show Notes: 1) Nokwanda Khumalo 2) bp Southern Africa 3) bp rewards 4) Braving the Wilderness
February 24 · 37 min
Leading Telco Loyalty: TELUS Rewards is Redefining Customer Value (#748)
This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV. TELUS is one of Canada's largest telecommunications companies, serving millions of customers across mobile, internet, TV, and digital health services. What makes TELUS particularly interesting from a loyalty perspective is how they've evolved their interactions with TELUS Services customers (mobility, internet, security and TV) through a new national tiered program, TELUS Rewards, that combines points and perks with extension into some major leading category partnerships and their programs, including WestJet. Aaron Dauphinee sat down with Jacob Pullia, Director of Content, Strategy & Business Development is he leads the way in redefining how TELUS thinks about loyalty and their mandate of putting customers first. We also spend some time discussing partnership models and why the connection with WestJet makes sense for both organizations and their joint customers. Hosted by Aaron Dauphinee Show notes: 1) Jacob Pullia 2) TELUS Rewards 3) TELUS 4) Book Recommendation: Personalized Customer Strategy in the Age of AI
February 19 · 39 min
Hornby Hobbies: Turning Collectibles into Loyalty Leadership (#747)
This episode is also available in video format on www.Loyalty.TV. Louisa Evans is Head of Loyalty and Retention for Hornby Hobbies which saw the launch of its Rewards programme, Hobby Rewards, three years ago. In this interview, Louisa talks us through how the product-centric organisation with magnificently created and engineered collectibles turns into a customer-led business. They had to pivot from a pure B2B company to create a D2C channel during covid, resulting in Hobby Rewards. This is a magnificent inside view into a concept referred to as generational loyalty and data-led decision making, combing transactional and emotional loyalty. Hosted by Amanda Cromhout Show Notes: 1) Louisa Evans 2)Hornby Hobbies 3) Scoring Points - Book Recommendation 4) Applying Behavioral Science to Private Sector - Book Recommendation
February 17 · 46 min
How Beer Culture, Category, and Loyalty Evolved a Decade After SABMiller (#746)
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 beer culture, category dynamics, and customer loyalty have evolved in the decade following AB InBev’s acquisition of SABMiller — one of the most significant moments in the global beer industry. Our guest is DeWet Bisschoff. He has spent more than two decades harnessing the power of business strategy, talented people, and disruptive technology. More recently, he has worked alongside AB InBev across markets and brands, with deep exposure to how loyalty, culture, and customer experience operate at global scale. The conversation reflects on how loyalty in the beer category extends beyond products or transactions. It is shaped by heritage, local pride, shared rituals, and everyday moments of connection. As global scale and complexity increase, we explore what it takes to protect these emotional loyalty drivers while evolving operating models and customer engagement behind the scenes. We also discuss how the beer category has changed over the past decade — from digital commerce and personalization to non-alcoholic innovation and more conscious consumption — and what these shifts mean for sustaining relevance and loyalty across generations and geographies. This episode offers a thoughtful perspective on how global brands can evolve without losing the cultural foundations that loyalty is built on. This episode is hosted by Nyeleti. Show Notes: 1) DeWet Bisschoff 2) Lekker Lees 3) The Beer Monopoly
February 12 · 42 min
Scaling Loyalty with TenX (#745)
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 are delighted to interview Ben Stirling, an experienced commercial executive with a track record of scaling loyalty platforms, transforming sales organisation and delivering GTM strategies that drive acquisition and ARR growth. He has led commercial transformation at Expedia, Tenerity and Capillary, launched new solutions, expanded into international markets and delivered results across multiple sectors. He is currently a fractional CRO at TenX Strategy and supports PE-backed and enterprise firms in building predictable revenue systems and exit-ready growth. His impact includes scaling Tenerity’s loyalty marketplace solution to acquisition in two years, providing loyalty solution to Santander, C&A, British Gas, TD Bank and Frontier, and growing commercial channels at Expedia that delivered $200M+ in new revenue. In this episode, Ben shares his proven insights on how to sell loyalty internally, from aligning feature sets to user needs, to securing C-suite backing with ROI models, and ultimately winning board-level buy-in by linking loyalty to long-term enterprise value. We’ll also be learning about his favourite books and highlights and key learnings from the programmes he has worked on. Hosted by Charlie Hills Show Notes : 1) Ben Stirling 2) TenX Strategy 3) TenX Strategy - Budget Sign Off PDF 4) Hooked- Book Recommendation 5) The Road Less Stupid - Book Recommendation
February 10 · 35 min
PetSmart Treats Rewards: Behavior, Belonging & Benefits (#744)
This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV. This episode examines how PetSmart uses behavioral science, data, and shared passion to create a loyalty program that feels personal and purposeful. Our guest today is Emily Feldman, Senior Director of Loyalty and Membership Experience at PetSmart. From rewarding engagement over transactions to moving beyond one-size-fits-all loyalty, the conversation highlights tiered rewards, emotional connection, and the role of associates as loyalty advocates—showing how PetSmart builds long-term relationships with pet parents across every touchpoint. Hosted by Bridget Blaise-Shamai Show Notes: 1)Emily Feldman 2) PetSmart 3) Treats Rewards 4) Freakonomics
February 5 · 38 min
Club Yogi Rewards: Loyalty Lessons from the Great Outdoors (#743)
This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV. On this episode of The Wiser Loyalty Podcast, our guest today is Lauri Hart, Loyalty Manager for Club Yogi Rewards. This conversation examines an unexplored area of the entertainment and travel industry – campgrounds and all that the great outdoors has to offer. Club Yogi Rewards is the long-standing loyalty program operated Camp Jellystone, a Franchisor of Yogi Bear Jellystone Park™ Camp-Resorts. In this interview, we will explore what it takes to sustain success in customer loyalty over decades, not just quarters, and share lessons from an industry veteran that will surely benefit all who listen. If you want to be a survivor in customer loyalty, this is a must listen. Hosted by Bill Hanifin, CLMP™ Show Notes: 1) Lauri Hart 2) Camp Jellystone 3) Club Yogi Rewards 4) Bible in a year by Fr. Mike Schmitz
February 3 · 55 min
Fidelización en Brasil: Estrategias y Tendencias en un Mercado de Vanguardia | Spanish Episode (#742)
This episode of Let's Talk Loyalty & Loyalty TV is in Spanish. En este episodio de Let’s Talk Loyalty en Español, conversé con Fabio Santoro, una autoridad en fidelización en Brasil con más de 25 años de trayectoria. Fabio, cofundador de Dotz y vicepresidente de la ABEMF, profundiza en las razones por las cuales Brasil se ha consolidado como un mercado altamente maduro y competitivo, destacando el papel de las coaliciones, la profesionalización del sector y el impacto de la inteligencia artificial en el engagement del cliente. Hosted by Alex Saul Show Notes: 1) Fabio Santoro 2) Dotz 3) ABEMF 4) El Poder del No Positivo – William Ury
January 29 · 48 min
A.P. Moller - Maersk: Storytelling at Scale — Building Trust and Loyalty in Global Logistics (#741)
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 storytelling drives trust, credibility, and long-term loyalty in B2B, within the highly complex world of shipping and logistics. Our guest is Samantha Almon Adeluwoye, Global Head of Content, Social Media, & Storytelling at A.P. Moller – Maersk. Samantha shares how storytelling at Maersk is grounded in the company’s values and its responsibility as a trusted custodian of customers’ goods. Rather than being separate from operations, human stories are used to strengthen confidence in Maersk’s reliability, care, and expertise — helping customers connect emotionally while trusting operational excellence. The conversation also explores how social media functions as a strategic relationship engine in B2B, enabling connection across complex decision-making ecosystems while reinforcing trust over time. Samantha offers insight into how consistent, values-led storytelling supports retention, referral, and long-term partnerships in an industry where credibility is everything. With a strong track record of delivering engaging, purposeful content at global scale, Samantha provides a thoughtful perspective on how human storytelling and operational capability work together to build loyalty. This episode is hosted by Nyeleti Sue-Angel Nkuna. Show Notes: 1) AP Moller - Maesrk 2) Samantha Almon Adeluwoye 3) Thinking Fast & Slow - Book recommendation
January 27 · 34 min
Cannabis Loyalty Unlocked: Marketing and Innovation with Embarc (#740)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. We are breaking new ground today as we explore the retail Cannabis industry, one that is often discussed, but not very well understood. Marketing to customers in a regulated industry has complexities and my guest today is one of the most accomplished persons leading marketing innovation in the Cannabis industry. Courtney Zalewski is Chief Brand and Marketing Officer at Embarc, a modern, community-focused cannabis retailer in California with locations across the state. Courtney pioneered the launch of the Embarc Passport Club two years ago and we talk about the intersection of regulations in Cannabis retail with the most stringent consumer protection laws in the US (the CCPA), where the challenge of creating customer loyalty in the Cannabis industry might be the biggest in all of retail. Hosted by Bill Hanifin, CLMP™ Show Notes : 1)Courtney Zalewski 2) Embarc 3) Embarc Passport Club 5) Unresonable Hospitality - Book Recommendation
January 22 · 35 min
Reimagining Cinema Loyalty: Polly Jones on Digital, Data & the Future of ODEON (#739)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. In this In this episode we are delighted to interview Polly Jones, Group Head of Digital & Loyalty at ODEON Cinemas Group. Polly is a digital and loyalty leader with a track record of delivering successful programmes for brands including ODEON Cinemas Group, E.ON, O2, Virgin Media, Rolls Royce Motor Cars, Costa and Dishoom. Today we will be learning about her favourite books, highlights and key learnings from the programmes she has worked on and all what loyalty looks like now and in the future for ODEON. Hosted by Charlie Hills Show Notes: 1) Polly Jones 2) ODEON Cinemas Group. 3) The Places We'll Go - Marketing Show - Podcast Recommendation
January 20 · 50 min
Understanding The Power of WHY to Dig Deeper into The WHAT From Transactional Data (#738)
Brandon de Kock is Director of Storytelling for WhyFive Insights, South Africa. At the South African Loyalty Awards 2025, he was recognised at the most influential personality in the industry, with his late-business partner, Stuart Lowe. They produce a comprehensive view of the South African consumer class which represents 85% of consumer spend, called the BrandMapp study. He Deeply understands the power of research to help brands understand ‘why' consumers behave in certain ways which adds more insightful direction to the transactional data insight which typically reveals the ‘what’ about consumer spending. This episode is a must watch 45 minutes to understand consumer behaviour in loyalty programmes. This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. Hosted by Amanda Cromhout Show Notes: 1) Brandon de Kock 2) WhyFive Insights 3) Book recommendation: The Far Side - Gallery 5
January 15 · 39 min
Bakers Delight - Winner of Best Loyalty Program Launch (Archive Episode) (#737)
Today we are re-publishing back one of our most popular episodes as our planned episode has been delayed for technical reasons and now also available to watch on www.Loyalty.TV and listen on Let's Talk Loyalty Bakers Delight won their award for Best Loyalty Program Launch at the 2023/2024 Awards, so we are delighted to share this story with you today. Our guest is Lucila Braga, who was previously the Head of Digital Customer Experience for Bakers Delight, with overall responsibility for their “Dough Getters” program. As a brand, quite simply, Baker’s Delight sells freshly baked bread and they’ve been doing so around the country since 1980. Their loyalty programme is also super simple as you’ll hear in today’s conversation. Listen to hear the power of simplicity as a winning formula for both customers and program operators. Hosted by Paula Thomas Show notes: 1) Lucila Braga 2) Bakers Delight 3) Dough Getters
January 13 · 1 hr
Doters: Democratizando la lealtad en el aire y en la tierra con Pablo Sordo (#736)
This episode of Let's Talk Loyalty & Loyalty TV is in Spanish En este episodio de Let’s Talk Loyalty, exploramos la evolución de Doters, el innovador programa de lealtad de Viva Aerobus y sus aliados terrestres de Grupo IAMSA. Pablo Sordo nos detalla cómo han logrado consolidar esfuerzos aislados en un ecosistema único que hoy cuenta con 10 millones de miembros. Descubrimos la estrategia detrás de democratizar la lealtad en el modelo low-cost, los retos de integrar el transporte aéreo con el terrestre y cómo la simplicidad en la redención ha sido la clave del éxito. Una mirada profunda a la tecnología, la cultura organizacional y la visión de convertir a los puntos Doters en la segunda moneda de los mexicanos. Show Notes: 1) Pablo Sordo 2) Viva Aerobus 3) Grupo IAMSA
January 8 · 37 min
Fueling Loyalty: Insights from Shell’s Go+ Team on Engagement, Strategy & the Future of Loyalty (#735)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. In this episode, Charlie Hills is joined by Jakub and John from the Global and UK Shell Go+ Teams. Jakub serves as the Europe & North America Loyalty & CRM Lead at Shell, where he has been driving customer engagement and commercial value since 2021. Before joining Shell, he led the end-to-end design and launch of the Footlocker Membership program in Europe. Jakub is a strong advocate for building meaningful emotional relationships with customers to ensure the long-term success and value of loyalty programs. John is the Head of Loyalty and CRM for Shell UK. He brings a wealth of experience from across the industry, having worked in both agency and client-side roles for companies including Shell, Vodafone, and in the financial services, home energy, retail, and banking sectors. In this episode, they share their favourite books, highlights, and key learnings from the loyalty programmes they have worked on, offering insights into what loyalty looks like today and how it is evolving for Shell. Hosted by Charlie Hills Show Notes : 1) Jakub Krzakala 2) Jonathan Kelly 3) Shell GO+ Rewards 3) Surrounded by Idiots - Book Recommendation 4) Thinking in Bets - Book recommendation
January 6 · 42 min
Instant Loyalty: How Cashpoints is Revolutionizing Real-Time Rewards in 2026 (#734)
This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV. Welcome to the first episode of 2026 on Let’s Talk Loyalty & Loyalty TV! We’re starting the year by exploring how Cashpoints is transforming loyalty programs with instant rewards that drive engagement and growth. Ian Sutcliffe, co-creator of Cashpoints, shares the journey of building a real-time, multi-partner loyalty ecosystem from the ground up—covering instant point issuance, flexible redemption, partner-first technology, and the smart use of physical and digital touchpoints. Discover why real-time rewards are the future of loyalty, how they create moments of delight for customers, and what brands can do to innovate in 2026. A perfect episode to start your year with actionable insights and inspiration for the loyalty space! Hosted by Carly Neubauer Show Notes: 1) Ian Sutcliffe 2)Cashpoints 3) Book recommendation: Grit by Angela Duckworth 4) #141: Loyalty Excellence and Innovation with AA Smartfuel New Zealand