Let's Talk Loyalty

This episode is our first one in the "Wiser Loyalty" podcast series, hosted by Bill Hanifin and Aaron Dauphinee.

Listen to our industry experts discuss a construct from their Certified Loyalty Marketing Profressional™ (CLMP™) curriculum and explain the meaning of "self-determination theory" and why it's an important concept for loyalty marketers to understand.

They also discuss the increasing importance of understanding the psychology of consumer buying behavior, including some real examples of brands that are already adopting these underlying drivers, in order to drive their program's performance.

Show Notes:

1) Bill Hanifin⁠

2)Aaron Dauphinee

3) The Wise Marketer

Today’s episode is available on both "Let's Talk Loyalty" and Loyalty TV, where we’re heading to Australia to hear all about driving loyalty with the Super Retail Group.

The Super Retail Group is one of Australia and New Zealand’s largest retailers, and a public company since 2004, having established leading positions across various lifestyle categories as the proud owner of four iconic brands: Supercheap Auto,

rebel, BCF and Macpac.

Our guest is Aaron Fuller, General Manager of Member Engagement for the Super Retail Group, where he and his colleagues are helping more than 10 million members live out their passions in sport, fashion, automotive & the great outdoors.

Aaron shares their latest exciting propositions already launched, as well as some

fascinating insights on the consumer psychology insights that he believes we loyalty professionals need to understand in order to optimize our programmes.

Show Notes:

1) Aaron Fuller

2) Super Retail Group

3) Supercheap Auto

4) rebel⁠

5) ⁠BCF

6) Macpac⁠

7) Watch this episode at www.Loyalty.TV

In this episode, join us for an insightful conversation with David Parsons, the Co-Founder and CEO of Ellipsis & Co, an Australian-based company specializing in pioneering loyalty consulting and focusing on achieving Return on Loyalty as a commercial outcome.

Discover the evolution of the loyalty landscape in Australia over the past two decades, as Dave Parsons shares his experiences as an early pioneer in this field.

Learn about the highs, lows, and game-changing moments that have shaped the industry, and gain valuable insights into the tips and hints from this seasoned loyalty professional.

Explore how Ellipsis & Co utilizes proprietary methods and data-driven insights to design, implement, operate, and optimize customer loyalty programs and initiatives, delivering state-of-the-art services that not only grow customer value but also optimize overall performance.

Hosted by Carly Neubauer

Show notes:

1) ⁠David Parsons

2) ⁠Ellipsis & Co⁠

Today’s episode is our first with Visa, a hugely important partner for so many of you and your programs.

Luigi Marandola is Vice President, Global Cobrand & Merchant Partnership Development at Visa, and he joins me today to share his approach to partnering with loyalty programs around the world.

Our conversation begins by reviewing with some of key success factors that program owners need to think about constantly to ensure your card is always top of wallet for your members.

Luigi then shares his insights on some great acquisition channels he sees, particularly in the US market – one of which is definitely controversial, and involves effectively leveraging the purchase path for ecommerce transactions as a key opportunity that more brands around the world can explore.

We also talk through some of the trends in co-brand cards that Visa sees from its data

(which is one of the largest data sets on the planet), as well as new sectors that are emerging and beginning to explore the financial and engagement potential of co-brand cards.

Listen to enjoy our conversation and learnings from Visa!

Show notes:

1) Luigi Marandola

2) Visa

Today’s episode is available in audio format on Let's Talk Loyalty.com and on www.Loyalty TV.

Today, we are meeting Josh Belkin, Vice President, Loyalty and Customer Engagement at Omni Hotels & Resorts.

This hotel brand operates more than 50 luxury hotels and resorts in leading business gateways and leisure destinations across North America, including exceptional golf and spa retreats, as well as some dynamic business settings.

In this episode, Josh shares details of the evolution and recent re-launch of Omni's “Select Guest” loyalty program and some of the major changes they’ve implemented and why.

Enjoy!

Show notes:

1) Josh Belkin

2) Omni Hotels & Resorts

3) Select Guest

Today’s episode features an award-winning brand in the entertainment industry in The Netherlands.

With more than 30 cinemas around the country, Pathé Theatre's welcomed more than 14 million visitors in 2023, showing a renewed interest from consumers in enjoying the cinema experience.

My guest is Loyalty Manager, Joyce Mense, who led the original design of Pathé Rewards which won two International Loyalty Awards back in 2020.

Joyce joins me today to share the latest enhancements of their loyalty strategy, and some of the innovative ideas, such as their freemium subscriptions.

Their goal is now to achieve a simpler yet a more fully integrated experience for cinema-lovers, featuring a comprehensive loyalty and digital brand proposition for consumers called Club Pathé.

I hope you enjoy my conversation with Joyce Mense from Pathé cinemas in The Netherlands.

Show notes:

1) Joyce Mense

2) Pathé Theatre

3) Club Pathé

4) ARMIN’S ALL-ACCESS

5) Article: Innovators Break The Mould, At The 2020 Loyalty Magazine Awards

Today's conversation is designed to showcase some lessons and learnings from Brazil.

My guest is Tatyane Macêdo, Head of Communications at a loyalty consulting company called Valuenet, based in Sao Paulo, Brazil.

She is also the Editor-in-chief of Tudo Sobre Incentivos, which they describe as the main educational content platform on Loyalty and incentives in Brazil.

Tatyane reached out to us to share some research they conducted with a sample of consumers in Brazil, and conducted in partnership with ABEMF, which is essentially the South American Loyalty Association.

The research is in its third year and was designed to get a better understanding of the perceptions of these consumers around the various loyalty programs they are members of – what they like and dislike, as well as some ideas on how Brazilian loyalty programs can serve them even more.

If you’re interested in Brazil as a market for your business, please listen to learn some insights from this conversation.

Show notes:

1) Tatyane Macêdo

2) Valuenet

3) Tudo Sobre Incentivos⁠

4) ABEMF

Today’s episode is available in both audio on "Let's Talk Loyalty" and in video format on www.Loyalty TV.

Our guest today is both a loyalty expert and a great friend of our show.

Lisa Brightwell is the Founder and Managing Director of Bright Insights Consulting - a boutique loyalty consultancy firm based here in Dubai.

Lisa joined me on the show previously in April 2021, to talk about some very innovative topics in the industry, and today’s she’s doing exactly the same!

As you will hear, Lisa is particularly passionate about employee loyalty, effectively designing your loyalty strategy BEFORE choosing a technology platform, as well as the simplicity and power of card-linked loyalty – a concept she has launched for some of the biggest programs in Dubai, including Skywards from Emirates.

Please listen and enjoy our conversation.

Show Notes:

1) Lisa Brightwell

2) Bright Insights Consulting

3) Tell Me Why American Airlines's podcast for staff

4) Watch this episode on www.Loyalty.tv

This episode focuses on ‘The Paddock’ – the digital loyalty programme of Oracle Red Bull Racing, featuring insights from Elliot Warman, the Digital Product Manager for Oracle Red Bull Racing.

Elliot heads up ‘The Paddock’. Having worked in digital financial services for 5 years with HSBC, he made the switch to work in Formula One last June. He’s passionate about building a sense of community amongst the team’s fans, particularly those that don’t have the chance to attend races.

He’s worked on various different marketing campaigns for the loyalty programme, including the team’s biggest fan campaign in 2023 called ‘Make Your Mark’, which gave the chance for its loyalty members to design the car livery for the United States Grand Prix’s this year and win a trip to the races.

Today we will be learning about Elliot’s favourite loyalty programmes, what loyalty looks like in Formula One and of course, all about Oracle Red Bull Racing’s digital loyalty programme, ‘The Paddock’.

Hosted by Charlie Hills.

Show Notes :

1) Elliot Warman

2) Oracle Red Bull Racing

3) ‘Make Your Mark’⁠

4) European Loyalty Whitepaper

5) Mando-Connect

6) YouGov

Let's Talk Loyalty Webinar Details

If you'd like to register for our webinar on January 22nd 2025 to learn how to leverage world-class games to drive daily engagement and bottom-line revenue, simply sign up here:

https://us02web.zoom.us/webinar/register/6417364267736/WN_aHWt5hkbR6uPWc2SfzD6xg

Even if you can't join live, we'll share the recording with you.

In this episode of Let's Talk Loyalty, we are officially launching our partnership and format for our new Tuesday short shows launching on February 6th.

Our guests are well known to you all, and this new content partnership brings our work with The Wise Marketer Group to a whole new level.

Bill Hanifin and Aaron Dauphinee lead The Wise Marketer Group, which positions itself as “The Global Voice of Loyalty”.

The group includes their online magazine and the “Loyalty Academy” training program, which we are specifically featuring as the content source for our Tuesday episodes in 2024.

Today's episode explains what you can expect in the weeks and months ahead in the "Wiser Loyalty" Tuesday Podcast series, as we together focus on growth and excellence in our industry in 2024.

Show Notes :

1)⁠ Bill Hanifin

2) ⁠Aaron Dauphinee

3) ⁠The Wise Marketer Group⁠ ⁠⁠⁠⁠⁠

4) ⁠Loyalty Academy

5) Cumberland Farms

6) ⁠⁠ Stakeholder Loyalty Article

7) Do Hard Things