Let's Talk Loyalty

Simon Rowles is a loyalty expert whose company Beyonde specializes in identifying disruptive technologies that have proven successful overseas and bringing those new ideas and solutions to his clients in Australia.

Whether it's loyalty technology, payments, personalization, digitization or identity solutions, Simon explains the unique characteristics and profile of the Australian market, as well as some of his favourite technology ideas that both customers and clients are excited about.

Recorded in April 2020, the original interview is a thoroughly enjoyable 40 minutes of loyalty insights that's definitely worth listening to!

Show Notes:

1) Simon Rowles

2) Beyonde

3) Let's Talk Loyalty Episode #31

Today, I'm sharing a one-off bonus episode of “Let’s Talk Loyalty” in partnership with my friends in Epsilon for their recent #EpsilonPersonalive event.

With so many changing consumer expectations over the last year, alongside loyalty experts Prabhu Kannan, Amy Lanzi and Michelle Proctor, I joined a session to discuss "Loyalty Across the Customer Journey".

It was my first “Let’s Talk Loyalty” LIVE podcast sharing how to create the best loyalty strategy for your organization’s goals.

Please enjoy this one-off bonus episode of “Let’s Talk Loyalty”!

Links:

1) Epsilon

The Loyalty Science Lab is a unique and incredibly useful marketing research facility from Old Dominion University that researches the psychological aspects of loyalty programs.

Founded and directed by Yuping Liu-Thompkins, the Loyalty Science Lab collaborates with industry leaders to identify and research commercially important concepts that drive loyal customer behaviour.

The Loyalty Science Lab therefore combines academic rigour with practical insight, allowing Dr Liu-Thompkins to become a subject-matter expert on the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth.

Dr Liu-Thompkins has published her research in top marketing and advertising journals, and today joins "Let's Talk Loyalty" to share some of the exciting insights from her research that will prove fascinating to anyone running a loyalty program or initiative around the world.

Show Notes:

1) Yuping Liu-Thompkins - Founder & Director of Loyalty Science Lab & Professor of Marketing, Old Dominion University

2) Loyalty Science Lab Articles:

What Happens When People Get Closer to a Reward? https://bit.ly/3qMEL6E

How to Nudge People to Go Further in a Loyalty Program? https://bit.ly/3jH5osg

How to Gauge Loyalty Program Engagement - https://bit.ly/36a3yID

Your Business Needs a Loyalty Model - https://bit.ly/3hdzySf

Are Your Customers Really Loyal? https://bit.ly/3hAUtxx

3) Loyalty Science Lab on Medium

The UK market is a dominant influence on marketing worldwide and one of my favourite resources to stay up to date on how its technology, communications and consumer culture are evolving is published each year in a "Trends Report" by Mindshare.

In early 2020, I reviewed their latest predictions which are always both useful and insightful, and even though this research was conducted before the pandemic impact emerged, it features big ideas and consumer insights that loyalty marketers need to consider as we plan and manage our programmes.

Show Notes:

1) Mindshare UK 2020 Trends Report

2) Let's Talk Loyalty Episode 30

My guest today leads loyalty initiatives for one of the biggest banks in South Africa - Nedbank, whose Greenbacks Loyalty Programme began as a simple card swipe incentive programme, but has evolved as a powerful way for the bank to reward its complete banking relationships with their customers.

By listening to customer feedback and understanding loyalty psychology and behavioural economics, Dharmesh Bhana is leading the evolution of a compelling loyalty proposition, focused on benefitting all stakeholders.

Whether it's to help customers manage their money better, reward responsible borrowing or build excitement and engagement at key moments in customer's lives, Dharmesh shares his favourite learnings, including the power of competitions as a loyalty mechanic, as well as tangible rewards that can be converted in to cash to be easily used by customers.

This episode is sponsored by Comarch.

Show Notes:

1) Dharmesh Bhana - Executive: Loyalty & Rewards

2) Nedbank

3) Book Recommendation: "Don't Make Me Think" by Steve Krug

As the largest luxury retailer in the Middle East, the Chalhoub Group is a premium concept, representing some of the most exclusive brands in the world, so creating a compelling loyalty concept for them required new ideas and innovative thinking.

This short show summarises my interview with Nida Unas, Head of Group Loyalty at the Chalhoub Group, who told me about MUSE - the programme they developed to reward premium Chalhoub customers with luxury experiences.

Show Notes:

1) Nida Unas - Head of Group Loyalty at Chalhoub Group

2) Lets Talk Loyalty #29: Rewarding Loyalty with Luxury Experiences.

With over twenty years leading loyalty initiatives in the Middle East region for Collinson, today's episode features insights from Priyanka Lakhani who has worked with so many of the loyalty programmes in this region.

Priyanka shares her insights on the importance of optimising the timing and relevance of your rewards, and driving redemption as a powerful way to create emotional loyalty with customers.

We discuss new and different ways for members of travel loyalty programmes to earn points or miles when shopping online, as well as how paid loyalty and subscription-based programmes can drive profitable revenue for business.

This episode is sponsored by Collinson.

Show Notes:

1) Priyanka Lakhani - Director South Asia, Commercial Director Middle East and Africa

2) Collinson

Download their 2026 research paper on Humanizing Loyalty here now.

The need for retailers to adopt digital technology was unexpectedly accelerated in March 2020 as the world locked down to safeguard public health amidst the global pandemic.

With convenience retail stores classified in many countries as an essential service, to supply gas and basic products for consumers, innovative solutions including contactless payments and the ability to pre-order and pre-pay for products became essential to build trust with customers, as the focus on long-term loyalty initiatives became a secondary concern.

This short show discusses some of the simple solutions available to retailers at this unprecedented time.

Show Notes:

1) Bob Stein

2) Liquid Barcodes

This episode of "Let's Talk Loyalty" focuses on insights and emerging trends across APAC and MEA.

With a marketing career that began in direct mail, data and applied statistics, Paul Davies' has worked in advanced markets like the UK, and today he shares his view on how loyalty marketing is evolving in these, as well as emerging markets that have traditionally focused on customer acquisition.

We discuss global trends in loyalty, as well as the risks and challenges of promotions and first party data, as well as the power of organisational design to help use loyalty mechanics to build brand loyalty, not just transactional loyalty.

We discuss the need for creativity in loyalty marketing, helping marketers connect with both the rational and emotional aspects of the human brain.

This episode is sponsored by Epsilon.

Show Notes:

1) Paul Davies - Senior Vice President APAC MEA

2) Epsilon

3) Hoover Free Flights Promotion

4) Forrester Wave Loyalty Solutions - Q2 2021

This short show summarises the insights I learned from Amanda Cromhout, founder of the Truth loyalty agency in South Africa.

In March 2020, they published their latest white paper on the key trends in loyalty from South African consumers, so listen to learn the incredible statistics she shared, as well as her key concern about the one consumer segment that is actively disengaging from loyalty programmes in that market.

Show Notes:

1) Episode 27 of Let's Talk Loyalty

2) Amanda Cromhout