Jan 19, 2021 · 5 min
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Business
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/
- 793 episodes
- Updated Thursday
Episodes793
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Jan 13, 2021 · 16 min#72: Global Predictions for Loyalty Marketing in 2021
This show discusses exciting global perspectives on what the year 2021 might hold for loyalty marketing, featuring four colleagues from The Customer Strategy Network (CSN) - a group of independent loyalty industry experts of which I am a founding partner. These predictions were first written and published by The Wise Marketer, and feature predictions on data and privacy trends across Europe as well as insights from Australia where funding models have fundamentally changed for the whole loyalty industry. It features insights on the increasing convergence of loyalty and payments, as well as my own predictions for the year ahead from all of my own analysis, research and recent interviews. Listen to hear our expert predictions on the future of Loyalty Marketing in 2021. Show Notes: 1) Loyalty Predictions Article - The Wise Marketer 2) Nick Chambers - Certified Loyalty Marketing Professional (CLMP) - Director at Mobile Loyalty Technologies Ltd 3) Richard Button - Certified Loyalty Marketing Professional (CLMP) - Director at ELIAS Partnership and Managing Director at Citizen Heart, ELIAS Partnership 4) Simon Rowles - Managing Director at Beyonde 5) Paula Thomas - Certified Loyalty Marketing Professional (CLMP) - Loyalty Podcast Host
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Jan 11, 2021 · 5 min#71: Let's Talk a Little Loyalty - Raymond Rewards India
Today's podcast summarises key learnings from a loyalty leader in India. Sanjeev Nichani has led loyalty programmes, partnerships and propositions for an award-winning fashion retail loyalty programme called Raymond Rewards, as well as developing nationwide programmes for respected brands such as Taj Hotels. Listen to this short summary of those exciting loyalty programmes and insights on loyalty marketing in India. See below for links to the full interview. Show Notes 1) Let's Talk Loyalty - Episode 2 - Interview with Raymond Rewardz - Sanjeev Nichani 2) Loyalty Interview with Sanjeev Nichani on Apple Podcasts
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Jan 6, 2021 · 54 min#70: Ikea Family Club with Aaron Mitchell - Global VP Loyalty
As one of the world's most iconic retail brands, Ikea boasts 156 million members of its Family Club worldwide - a programme that brings the very best of the Ikea brand to its customers. Today's episode features an interview with Aaron Mitchell, Ikea's Global Vice President of Loyalty who shares the loyalty proposition that's already driving the extraordinary success of the club as well as some of the latest insights and innovations being launched in test markets around the world. Aaron talks through the importance of key principles such as trust, community and the importance of ensuring your loyalty programme is designed to show the brand's loyalty TO your customers, rather than first expecting it from them! Listen to this first episode of 2021 to enjoy a masterclass in the marketing and management mindset that is needed to drive success at such scale. Show Notes: 1) Aaron Mitchell - Global VP Customer Engagement & Loyalty 2) Ikea.com 3) RGA - Marketing Agency
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Jan 4, 2021 · 2 min#69: Let's Talk A Little Loyalty - Introduction
Today I am announcing my new short format podcast – called “Let’s Talk (a Little) Loyalty”. This show is my new weekly episode - a simple five-minute summary of the key learnings from a previous show that you might have missed. If you only have five minutes to spare, these short shows will each summarize my key learnings from a previous guest. This show is being released every Tuesday here on the “Let’s Talk Loyalty” podcast channel in response to demand from our growing audience of loyalty professionals around the world. Show Notes: 1) Let's Talk a LITTLE Loyalty - Youtube video
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Dec 30, 2020 · 43 min#68: Mindful Marketing & Loyalty Insights from Scandinavia.
As we come to the end of 2020, we explore the little-known concept of “mindful marketing” and how it relates to loyalty through an interview with Maths Mathisen, founder & CEO of an innovative app built to drive loyalty for brands with students, a notoriously difficult demographic to target, particularly in the age of digital distraction and addiction. The HOLD app uses the power of gamification to help FMCG brands and convenience retailers compete in the “war of attention” highlighted in the Netflix documentary “the Social Dilemma”, and it is hugely successful in Norway where 50% of third level students use it! Listen to this final episode of “Let’s Talk Loyalty” for a fascinating discussion on using social mechanics and the power of purpose to build a tribe for your loyalty programme, with exciting lessons from an extraordinary Scandinavian success story. Show Notes: 1) Maths Mathisen - CEO & Co-founder at Hold AS 2) HOLD App 3) Netflix Documentary – The Social Dilemma
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Dec 23, 2020 · 42 min#67: Loyalty for Small Companies - Driving Lucrative Loyalty
Today's episode of Let's Talk Loyalty features some important concepts that go back the basics of how companies connect with their customers, featuring an interview with Ali Cudby, best selling author of "Keep Your Customers" - who focuses on driving customer loyalty in small and medium-sized companies in the US. Ali introduces simple yet powerful concepts that are often neglected as companies grow, including the importance of a customer-facing mission statement and key policies to guide customer engagement in a way that drives "lucrative loyalty". We discuss the increasing trend for paid loyalty with renewal-based businesses and subscription options emerging in new and unexpected sectors, as well as important insights on the concept of "hidden revenue" - an effective tool that can drive true customer loyalty in a way that most companies neglect. As one of our closing episodes of 2020, we share some hopes and goals for 2021 as the "new normal" begins to unfold. Show Notes: 1) Ali Cudby - Managing Director, Alignmint Strategies 2) Cluster Truck Food Delivery 3) Soapbox - Hygiene Products with a Social Mission
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Dec 16, 2020 · 40 min#66: Loyalty Statistics & Loyalty Programme Performance in India - What Does Success Look Like
On World Statistics Day, a group of experienced loyalty marketers in India collated their favourite loyalty statistics to help define what success looks like for a loyalty programme in practise. Mala Raj is a seasoned loyalty consultant who detailed some broad yet useful benchmarks for what loyalty marketers should be considering a good or great result. From member activity rates, to the lift in member value, potential reductions in member churn and overall program penetration, we showcase why and how loyalty can be held accountable to the business, ensuring both quantitative and qualitative measurements are considered. Mala also highlights some unique approaches and challenges to building loyalty programmes in India and introduces us to some of the market leaders who each boast hundreds of millions of members. Listen to this episode of Let's Talk Loyalty for some fascinating insights from another great global voice of loyalty. Show Notes: 1) Mala Raj - Strategic Caravan, India 2) Adam Posner - Customer Loyalty & Loyalty Program Specialist 3) Flipkart - eCommerce Marketplace India 4) Brian Almeida - Founder Partner at Strategic Caravan 5) Loyalty Statistics - summary published by Mala Raj on World Statistics Day 6) Shoppers Stop Department Stores & First Citizen Loyalty Programme
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Dec 9, 2020 · 49 min#65: Paul Smitton talks Asia Miles, Innovative Ideas in Airline Loyalty and Preparing for Travel's Inevitable Rebound
As CEO of Asia Miles, Paul Smitton is a loyalty industry veteran, and in today's episode of "Let's Talk Loyalty", he shares some exciting insights, innovative ideas and some fond memories. From his "baptism of fire" building Air New Zealand's first loyalty programme in 1991, through an impressive career in senior roles in both airline and loyalty technology firms, Paul is continuing to create compelling concepts for the Asia Miles programme, focusing on delighting customers. With new investments in blockchain-based concepts, to the use of messaging platforms such as Whatsapp, as well as integrating the Asia Miles programme in to selected dining and eCommerce partners in Hong Kong, this coalition programme was perhaps one of the most prepared for the pandemic that none of us predicted! Listen to this week's episode of "Let's Talk Loyalty" for a masterclass in customer focus and a true loyalty mindset. This episode is sponsored by Valuedynamx. ( Part of Collinson Group) Show Notes: 1) Paul Smitton - CEO Asia Miles 2) Asia Miles loyalty programme
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Dec 2, 2020 · 51 min#64: Customer Based Corporate Valuation - Daniel McCarthy of Emory University
Today Let's Talk Loyalty looks at how loyalty as it's evolving academically as I interview Assistant Professor of Marketing at Emory University, Dan McCarthy, who researches key marketing topics that loyalty marketers love, such as customer lifetime value. McCarthy now writes and lectures extensively on customer lifetime value as well as a new concept "customer based corporate valuation" and his work appears in major academic and business media outlets including the Harvard Business Review, Wall Street Journal, FT and CFO Magazine. In addition to his academic career, he has extensive commercial experience supporting companies like Nike with their customer insights and strategies. His latest company Theta Equity Partners is also successfully commercialising his knowledge of customer loyalty. In this interview, he also shares his latest insights on the Pareto Principle as well as the consumer behaviour changes he sees emerging in early statistical data as a result of Covid 19. Listen to this latest episode of "Let's Talk Loyalty" to hear the latest insights from the academic world of loyalty marketing. Show Notes: 1) Daniel McCarthy of Emory University - Assistant Professor of Marketing at Emory University 2) Twitter: @d_mccar 3) Harvard Business Review January 2020 Report - The Loyalty Economy 4) Theta Equity Partners 5) Professor Byron Sharp
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Nov 25, 2020 · 42 min#63: Vodacom South Africa Launches Vodabucks
As the market leader providing telecoms services to over 37 million people in South Africa, Vodacom is an award-winning consumer brand that launched an exciting new loyalty programme called Vodabucks in August 2020. Designed to recognise, reward and drive key behaviours across all consumer segments of the business, the programme is part of an ambitious plan to expand the business "from a telco to a techco". Listen to this episode of "Let's Talk Loyalty" to hear my conversation with the man behind the programme, Jorge Mendes, who shares his goals and challenges to win customers hearts and minds in an intensely competitive market where SIM swapping between networks is commonplace. Vodabucks is truly an exciting programme that leverages the best loyalty concepts from around the world, that's built in partnership with a portfolio of brands across the country using gamification to engage customers and truly drive profitable behaviour for the business. Show Notes: 1) Jorge Mendes - Chief Officer: Consumer Business, Vodacom Group Exco Member 2) Vodacom 3) Vodabucks loyalty programme
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Nov 18, 2020 · 46 min#62: The Value of Loyalty Members as a Media Asset
Every loyalty programme owner has invested in capturing the attention and interest of its members, and that attention is often much more valuable than the business realises. In this episode of LetsTalkLoyalty, we chat to WeAreSonder, a media agency dedicated to professionally valuing OWNED media channels and ecosystems, such as the channels created by loyalty programme owners. From American Express to Virgin Australia, this interview discusses case studies of some of the incredible work that is being done around the world to unlock billions of dollars of media value that is often left untapped. If you are not yet measuring the value of the media assets within your loyalty programme, this episode will be fascinating, and offers key insights on how best these assets can be valued and commercialised, either now or in the future. Show Notes: 1) Jonathan Hopkins - Founding Partner - Sonder 2) WeAreSonder.com 3) Dictionary of Obscure Sorrows
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Nov 11, 2020 · 40 min#61: Yuu Rewards, Hong Kong's New Coalition Programme
Yuu Rewards has taken the Hong Kong Market by storm. Launched in July 2020, this innovative coalition programme connects ten brands and over 2,000 stores, and has already recruited an incredible two million members in its first month - a superb result in a city of eight million people. In this episode of Let's Talk Loyalty, I interview Mark Sage to learn the key challenges of launching a coalition programme in multiple languages, with real time points allocation across fifty POS systems, replacing existing programmes in key partner brands, amidst a pandemic! From cheesy tunes, to compelling creative, Mark shares the exciting journey of launching this fully personalised coalition programme that is delighting Hong Kong customers. Show Notes: 1) Mark Sage - Chief Operating Officer, Yuu Rewards, Hong Kong 2) YuuRewards 3) YuuRewards Launch Song
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Nov 4, 2020 · 44 min#60: BP Discusses Driving Loyalty in Fuel & Convenience Globally
BP is one of the world's largest oil companies, operating over 18,700 service stations and running loyalty programmes in over twenty countries worldwide. In this episode of "Let's Talk Loyalty", I chat to Olivier Martinet who has led BP's loyalty initiatives for over twenty six years. He shares how he approaches the development of digital platforms and loyalty programmes according to the market's needs, maturity and challenges, with a laser focus on being relevant to consumers. We discuss the importance of global standards and the need to drive loyalty "beyond points", leveraging mass personalised programmes that can effectively drive consumer behaviour. This episode is sponsored by Comarch. Show Notes: 1) Olivier Martinet - Global Retail Customer Insights, Data, Loyalty Programs & European Regional B2C Marketing, BP
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Oct 28, 2020 · 43 min#59: Epsilon Talks 121 Loyalty, Contactless Loyalty and Emotional Loyalty
Today's episode of Let's Talk Loyalty showcases Epsilon's latest loyalty learnings from two of their senior Directors, featuring Tamara Oliverio as Senior Director of Loyalty and Customer Experience, as well as Julie Smith as Vice President of Loyalty Technology. Listen to this episode to learn how the US market is evolving dramatically at the moment, including brands re-inventing their programs to respond to the changing perception of what customers find valuable. Key insights include a significant shift towards "contactless loyalty" and how to approach the complex process of effective loyalty program evolution. We also discuss how brands continue to capture data, with consumers increasingly expecting it to be useful in real ways and in real time. This episode includes fascinating insights on designing & optimising loyalty programmes from some industry experts who clearly love loyalty. This episode is sponsored by Epsilon. Show Notes: 1) Tamara Oliverio - Senior Director of Loyalty and Customer Experience & CLMP 2) Julie Smith, Vice President, Loyalty Technology 3) Epsilon Europe website including Loyalty week webinars, the Forrester Assessment Tool & the Guide to Contactless Loyalty 4) Epsilon USA - loyalty articles and content 5) #33: Loyalty Insights from Epsilon 6) Masters of Scale podcast 7) Foresight Factory, Trend Spottr & Trend Hunter
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Oct 21, 2020 · 51 min#58: Global Loyalty Insights from Comarch's Sidney Dunn
As the technology platform that powers loyalty programmes for global brands such as BP, Heathrow Airport, Enterprise Rent-a-Car, ADNOC Petroleum and Etihad Airways, Comarch is in a unique position globally, advising brands in all industries on their loyalty strategy and ensuring it's executed brilliantly. We are delighted to be working with Comarch as a sponsor of the show, so in this episode of Let's talk Loyalty, I interview one of their top executives, Sidney Dunn, who shares his insights as Client and Business Development Director for Comarch in the Americas. From the latest research on how millennials are engaging with global platforms, to advice for anyone keen to understand the benefits of emerging technologies such as artificial intelligence and machine learning, listen to this episode to hear Sid sharing his unique perspective in a way that's both powerful and practical. This episode is sponsored by Comarch. Show Notes: 1) Sidney Dunn - Client and Business Development Director, Comarch - Americas 2) Comarch.com - Loyalty Platform Technology
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Oct 14, 2020 · 42 min#57: Award-winning loyalty programme in Mauritius - Wiiv Rewards
Wiiv Rewards is a coalition loyalty programme launched in Mauritius by the country's largest private company IBL Group. As a group-owned multi partner programme, Wiiv boasts eleven loyalty partners across key lifestyle categories such as grocery, pharmacy, transport and leisure, with a focus on supporting their members (known as Wiiv-ers) as a true community. Listen to this episode of Let's Talk Loyalty to hear why Wiiv won two of the industry's most prestigious awards at this year's Loyalty Magazine Awards, including Regional Loyalty Champion Award for Middle East and Africa as well as highly commended for Best New loyalty Programme launch of the year in 2018. Show Notes: 1) Wiiv Loyalty Programme Mauritius 2) Delphine Lagesse - Group Strategic Innovation & Excellence Executive at IBL Together, Mauritius 3) Cécile Henry - IBL Group Loyalty Manager at IBL Together, Mauritius
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Oct 7, 2020 · 45 min#56: Head for Points - Interview with the UK's leading website for frequent flyers
Rob Burgess is a leading travel loyalty expert in the UK, reporting on campaigns by airlines and hotels as well as loyalty-led credit cards in the UK market. Rob personally boasts over 1 million Avios points, 1 million Virgin Flying Club miles and over 6 million airline, hotel and credit card points. He created HeadForPoints.com as a platform to share his ideas on how to get the best value from these loyalty assets, and now boasts an extra-ordinary community of 50,000 UK travel consumers who all love being recognised and rewarded for their loyalty! As a past winner of 'Editor of the Year' at the Business Travel Journalism Awards, Rob has successfully achieved what many digital entrepreneurs dream of, having left a traditional corporate career and created a compelling digital business publication that is loved by readers who enjoy his highly informed, yet independent view. Rob also acts as a consultant to the loyalty industry, focusing on the development of reward schemes which are attractive to consumers whilst cost effective for the sponsor. In this episode of Let's Talk Loyalty, we discuss how loyalty leaders can and should connect with thought leaders online. We also discuss some extra-ordinary loyalty leaders in the UK beyond travel, including John Lewis departments stores and the iconic Danish café brand - Joe & the Juice. Show Notes: 1) Rob Burgess - Founder and Editor - Head for Points 2) HeadforPoints - the UK's biggest frequent flyer and business travel website 3) Podcast Episode / Audio Article about Joe & The Juice
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Sep 30, 2020 · 30 min#55: Vodafone UK's Loyalty Programme - Very Me Rewards with Camilo Courtenay
Vodafone is renowned internationally as an innovative telecommunications network, operating in many of the world's most competitive markets such as the UK. With a laser focus on customer retention and loyalty, the "Very Me Rewards" programme was launched in 2018, leveraging a portfolio of partnerships and personalised rewards, including almost 30 million rewards redeemed in just two short years. Camilo Courtenay talks us through their award-winning customer loyalty proposition, as well as their recent gifting strategy which leverages customer feedback to build emotional loyalty with customers and their family and friends - even if they are not on the Vodafone network themselves. Enjoy this episode and insights on "Very Me Rewards" to learn how to build loyalty in the ultra-competitive utilities sector in the UK. Show Notes: 1) Camilo Courtenay - Loyalty Product Manager (VeryMe Rewards @ Vodafone) 2) Very Me Rewards - Vodafone UK's Loyalty Programme
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Sep 23, 2020 · 59 min#54: The Role of Simplicity in Driving Customer Loyalty - B2B Marketer of the Year - Margaret Molloy
As winner of the "B2B Marketer of the Year" award, Margaret Molloy is recognised globally as a marketing thought leader. She is the Chief Marketing Officer of Siegel + Gale, a top global branding firm based in New York renowned for delivering global insights through its annual Simplicity Index. In this interview, we explore how simplicity drives business performance and enhances the customer experience. We also discuss the role of brands in the customer journey, as well as the power shift from buyers to users, employee loyalty and some intriguing statistics that help explain the role of simplicity in driving consumer loyalty. Margaret is a true believer of keeping things simple, and she highlights how Covid-19 has made it even more important for brands to simplify. We also discuss the role and impact of GEN Z on current marketing trends, and characteristics that define this critical consumer segment including the crucial role they play in the future loyalty market. Listen to this episode of Let's Talk Loyalty to understand how simplicity is as an increasingly powerful (yet underestimated) factor that drives loyalty in every business. We also announce the winner of the first ever Loyalty Academy Scholarship Competition in partnership with our friends in the Loyalty Academy! Show Notes: 1) Margaret Molloy: Chief Marketing Officer - Siegel + Gale 2) Margaret Molloy on Twitter - twitter.com/margaretmolloy 3) World's Simplest Brands website 4) Simplicity at Work study 5) How CMOs Commit newsletter 6) How CMOs Commit podcast 7) Future of Branding Events page 8) Siegel + Gale 9) “In their words” article by Siegel+Gale: The skills used by global CMOs to navigate COVID-19 10) Gen Z and Brand Building podcast episode