This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

ASDA is one of the UK's biggest grocery retailers, and in late 2022, with over seventy years already as a market leader, ASDA launched its first loyalty programme.

ASDA Rewards is undoubtedly one of the most exciting loyalty programme launches in recent memory, given how well-known and well-loved this brand is with the British public, and it’s the last of the big grocery retailers in the country to launch a loyalty proposition.

In this episode we meet Matt McLellan, a Vice President for Asda in the UK, who shares the thinking, approach and intentions for ASDA Rewards, and its "Pounds Not Points" proposition.

Listen to learn how clearly this brand is devoted to delighting its customers, and how it's leveraging the power of data and creating a dialogue with its customers in order to achieve that.

Show Notes:

1) Matt McLellan

2) ASDA

3) ASDA Rewards