Let's Talk Loyalty

Today "Let's Talk Loyalty" discusses the latest loyalty insights from a brand new research report, "What Brits Want From Loyalty Programs Now".

This comprehensive, independent research analyses the topics, attitudes, opinions and behaviours that are driving the loyalty industry today in the UK, one of the most sophisticated and diverse markets for the loyalty industry worldwide.

Join us to hear from the brains behind this research report, Charlie Hills from Mando-Connect alongside Nick Fishbourne from YouGov who together share what they loved and learnt through this latest research after two years of turmoil and changing consumer behaviour!

Show Notes:

1) Charlie Hills

2) Nick Fishbourne

3) "What Brits Want From Loyalty Programs Now" Research Report

4) YouGov research regarding the situation in Ukraine

In this short summary show, I look back on an interview exploring “mindful marketing” and how it relates to loyalty from an interview with Maths Mathisen, founder & CEO of an innovative app designed to promote loyalty for brands in the age of digital distraction and addiction.

The HOLD app uses the power of gamification to help FMCG brands and retailers compete in the “war of attention” by rewarding users for putting down their devices and focusing on the things they decide are most important.

An interesting way of engaging consumers for dis-engaging!

Show Notes:

1) #68: Mindful Marketing & Loyalty Insights from Scandinavia

2) Maths Mathisen, founder & CEO, HOLD

3) HOLD app

In this episode, we talk with Joseph Taylor, SVP of Strategic Consulting and Operations for Epsilon and hear how to use the data and profiles of your most valuable loyalty programme members to help acquire new customers with the same profit potential.

Loyalty programmes are traditionally designed to retain customers, but rarely is that incredible data used by marketing teams to inform how they run acquisition campaigns to ensure they focus on "profitable" new customers - quality over quantity!

This powerful new idea will prove invaluable as cookies disappear from the toolset that digital marketers have relied on for so many years.

Joseph shares real case studies and examples of brands who have already leverages this clever idea - so you can too!

This episode is sponsored by Epsilon.

Show Notes:

1) Joseph Taylor, SVP of Strategic Consulting and Operations for Epsilon

2) Epsilon Guide to Personalisation

As we celebrate our 200th episode, we discovered the power of subscriptions to drive loyalty in the car wash category in an insightful interview with Lars Hecht, who leads the car wash category globally for Circle K, one of the world's best known fuel and convenience retailers.

Circle K operates the largest global network of car washes, with more than 2,750 units worldwide.

Having discovered the power of subscriptions to drive recurring revenue, Lars joined "Let's Talk Loyalty" to share some of Circle K's loyalty learnings, in particular the challenges of designing and launching a car wash subscription loyalty program across such varied markets as the US, Canada and Europe.

Circle K's commitment to innovation has been the driving force of this dramatic evolution for the car wash industry, so listen to hear the complex and compelling journey they've been on to ensure the success of this new business model.

From subscription insights to beacons, we discuss fascinating technology innovations that engage customers, increase trip frequency and create a powerful opportunity for recurring revenue.

Show Notes:

1) Lars Hecht, Global Lead Category Director for Circle K

2) Circle K Car Wash Subscription website

3) Referenced in episode: Adam Schaffer, Co-Founder & Managing Partner at Ellipsis & Company

In today's short show, we review our interview with Ali Cudby, author of "Keep your Customers" and Managing Director of Alignmint Growth Strategies.

From customer-focused mission statements to subscription programs, this episode reminds us how small to mid-sized companies can engage with customers with even greater clarity and focus than larger ones, and enjoy greater loyalty outcomes as a result.

Show Notes:

1) Episode #67: Loyalty for Small Companies - Driving Lucrative Loyalty

2) Ali Cudby, Founder and CEO, Alignmint Growth Strategies

In today's episode, we talk with one of the most creative and insightful practitioners in the loyalty industry with a deep understanding of business issues and how to use loyalty mechanics to solve them.

Billy Loizou is the Vice President, Go To Market APAC at Cheetah Digital and an advisory member of Australian Loyalty Association.

Billy shared a great case study using NFTs to build customer loyalty, and why loyalty is perhaps the most important tool for any marketer in 2022 as cookies become obsolete.

As privacy rules go into effect and marketers need to revisit traditional customer engagement techniques, we discussed other options that can lead to successful customer acquisition and recurring revenue.

This discussion includes some great case studies of innovative companies really pushing the envelope with their customer loyalty programmes.

This episode is sponsored by Cheetah Digital.

Show Notes:

1) Billy Loizou on LinkedIn

2) "Created for Marketers by Marketers" podcast

3) Cheetah Digital

Today's guest, Tomasz Makaruk, holds a Ph D in Marketing and has spent more than a decade specialising in loyalty.

In this episode, we will hear a comprehensive overview of the loyalty industry in his home country of Poland, which has more than 130 business-to-consumer loyalty programs.

While it's still a relatively young market, many loyalty programs in Poland are innovative, competitive and progressive.

Tomasz frequently publishes articles on his marketing blog, talking about the most interesting and complicated issues he sees when creating and managing loyalty programmes.

Enjoy this episode to learn all about the loyalty industry in Poland.

Show Notes:

1) Tomasz Makaruk

2) Marketing Business Blog

In this short summary show, we look back on an interview with Mala Raj discussing the key statistics that every loyalty marketer should be measuring, and what success looks like across key industries like retail!

Listen to learn key insights from this loyalty expert from India, a market that's continuing to thrive in so many ways.

Show Notes:

1) Episode #66: Loyalty Statistics & Loyalty Programme Performance in India - What Does Success Look Like

2) Mala Raj, Loyalty and Customer Strategy Specialist, Managing Partner Strategic Caravan International

3) Mala’s LinkedIn post on World Statistics Day as referenced in both episodes

In this episode, we explore the latest lessons from Virgin Red, the loyalty programme for the Virgin group as it continues its impressive global growth.

Launched in the U.K. initially and expanding now to the U.S. market, we spoke with Andrea Burchett, International & Strategic Development Director at Virgin Red about the global rollout and future intentions of the program.

Virgin's programme is described as the "red thread" that connects this diverse group of companies, and delivers on the extraordinary expectations that members expect, to ensure this international loyalty programme becomes as well loved as the Virgin brand is across the globe.

Show Notes:

1) Andrea Burchett, International & Strategic Development Director at Virgin Red

2) Virgin Red

3) Audio correction: Virgin Points (the currency) was launched in September 2020 and the Virgin Red programme launched slightly later in November.

Air Canada has reimagined their points promise, offering flexible and unique rewards unlike any other airline.

In this episode, we talk with Derek Whitworth, Managing Director of Marketing & Loyalty Optimization at Air Canada, about the incredible relaunch of the Aeroplan rewards programme.

Aeroplan won the prestigious "Golden Loyalty Award for Excellence in Management" in 2021 and is beloved by Canadians.

In this episode, we discuss the new Aeroplan proposition, with impressive new partners, unique upgrade awards and a host of new options for members.

This is a can’t-miss episode for airline enthusiasts and loyalty professionals alike.

Show Notes:

1) Derek Whitworth, Managing Director, Marketing & Loyalty Optimization at Air Canada

2) Air Canada's Aeroplan