In this episode, I dive into what loyalty really means in an era of agent-driven shopping. Recently, loyalty expert Stephanie Meltzer-Paul challenged my thesis on loyalty as the “last moat” for retailers, and today I’m unpacking her insights into what retailers and brands must do if they want to stay relevant. Spoiler: standing still won’t cut it!

I explore why loyalty programs must evolve into machine-readable preference engines, what that means for both retailers and brands, and how to turn these shifts into opportunities for deeper customer connections and new revenue streams. From making data agent-friendly to expanding beyond discounts and forging powerful partnerships, I’ll walk through the playbook that could define the future of loyalty.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:28] - Why loyalty programs must evolve to survive the agentic era
[01:28] - Making loyalty data agent-friendly so AI can actually use it
[02:03] - Moving beyond discounts and coupons to experiences and access
[02:24] - How integrating loyalty with retail media creates new value
[03:10] - The power of brand partnerships and co-branded rewards
[04:10] - Reducing friction in redemption to make loyalty truly useful
[05:24] - Why brands must build their own loyalty hooks, not just rely on retailers
[06:07] - A smart DTC loyalty program example
[07:00] - Negotiating dual loyalty credits inside retailer ecosystems

Links & Resources

• Subscribe to Stephanie Meltzer-Paul's So Many Points, a newsletter for loyalty and CRM marketers
• Follow Stephanie Meltzer-Paul on LinkedIn
• Read my article How Loyalty Programs Give Retailers the Edge in an AI Shopping Future
• Read my article Sam's Club Bets Big on 'Experiential' Retail Media
• New research from Yale & Columbia, What Happens When AI Does Your Shopping?
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn