Let's Talk Loyalty

In this episode, I share the key lessons and learnings from a report entitled “Why Do Loyalty Programs FAIL?” This report was researched, compiled and published by Mike Capizzi, a loyalty expert and Dean of the Loyalty Academy.

Mike's report identifies and explains the top TEN reasons for the failure of loyalty programmes based on insights from 34 global loyalty experts who together boast a combined total of over 500 years of loyalty marketing expertise!

We discuss the power and problems of collecting and using consumer data, the role of clear, powerful and compelling communications, setting and measuring relevant KPI's, as well as the ongoing challenge of ensuring C-Suite support for any loyalty programme to be successful.

Show Notes:

1) Why Loyalty Program Fail - Episode #11 of "Let's Talk Loyalty"

2) Mike Capizzi

3) FREE report "Why Loyalty Programs Fail" - registration required.

Virgin Red is the exciting new loyalty programme launched to reward customers across the entire group of Virgin companies with their new currency - Virgin Points.

This episode features Kelly Best, Chief Marketing Officer of Virgin Red, who shares the unique selling points of the new programme, how it benefits members of the existing Virgin Flying Club, and their ambitious plans for world domination and a goal to engage the 35 million customers of Virgin companies worldwide.

Kelly shares the insights that led to partnerships with popular UK brands such as Gregg's sausage rolls, as well as the comprehensive portfolio of earn and burn ideas that make this "Virgin Red" programme as exciting and disruptive as the Virgin brand deserves.

This episode is sponsored by Valuedynamx.(Part of Collinson Group)

Show Notes:

1) Kelly Best

2) Virgin Red

This summary features the key lessons I learned from Jesper Østergaard, Managing Director of the 7-Eleven chain of stores in Denmark, which in 2019 won the prestigious title of the “International Convenience Retailer of the Year”.

Jesper has spent many years revolutionising the 7-Eleven business in Denmark, from a kiosk business to now a successful food service business selling healthy lunch options that customers increasingly want, as well as building the 7-Eleven brand as another essential building block for consumer loyalty.

In this short show, I summarise some of the great management lessons Jesper has learnt in his career so far, and some of the amazing loyalty programmes around the world that he is looking to for inspiration for his own strategy.

Show Notes

1) Jesper Østergaard - 7-Eleven

2) Let's Talk Loyalty #10 - Loyalty in 7-Eleven Denmark with Managing Director Jesper Østergaard

3) Reitan Convenience

4) NACS International Convenience Retailer of the Year Award

5) NACS Europe

In early 2020, On Point Loyalty published a research report on the "Top 100 Most Valuable Airline Loyalty Programs" in the world, insights which proved remarkably relevant throughout the year as major US airlines began leveraging their programs to raise funds throughout the Covid-19 pandemic.

In this episode, industry expert Evert de Boer explains some of the reasons why the financial power and true value of airline loyalty programs has been relatively hidden until now, and highlights some the dramatic changes that are taking place in the industry. He shatters some myths about the value of flight reward seats, as well as his experience on how C Suite Airline Executives are taking a fresh look at these valuable assets that have been hidden in plain sight in most airlines until now.

Show Notes:

1) Evert de Boer

2) OnPoint Loyalty

3) Free Report: The"Top 100 Most Valuable Airline Loyalty Programs"

This episode of "Let's Talk Loyalty" reviews some of the fascinating insights from my interview with Leanne Papaioannou, founder of the "Chilli Pepper" loyalty agency in Ireland.

Show Notes:

1) Chilli Pepper Loyalty Marketing Agency

2) Leanne Papaioannou

3) Full episode recording: Let's Talk Loyalty #8: Lessons from a Loyalty Expert: Leanne Papaioanno‪u

As the platform powering loyalty programmes for Walgreens, Dell, Marriott Hotels and many others, Epsilon is uniquely placed to comment on global trends in loyalty as we settle in to 2021.

Today's episode features an interview with Ashish Sinha, who shares some great insights from his role as Managing Director for Epsilon in Asia Pacific, including his increased focus on the Middle East region.

We share stories of innovative loyalty initiatives in eCommerce, as well as some key loyalty principles he is seeing, such as consumer demand for trust and real relationships with brands beyond just transactions.

This episode is sponsored by Epsilon.

Show Notes:

1) Ashish Sinha - Managing Director - Epsilon APAC & MEA

2) Epsilon APAC

3) Coca Cola Insider's Club

4) Dell Talks Loyalty & Gamification - Episode #46 of "Let's Talk Loyalty"

Helène Brand is a freelance marketing consultant whose experience includes responsibilities for a community-based loyalty program in South Africa called “ My School, My Village, My Planet” which won 8 international awards.

Helène herself was named "Loyalty Personality of the Year" in 2015 and this short summary discusses her approach to loyalty which includes balancing both transactional and emotional loyalty.

We also discuss her passion for storytelling as a powerful tool for business and loyalty marketing professionals and some great examples of innovative loyalty concepts in South Africa.

Show Notes:

1) Let's Talk Loyalty #7: Award-winning Loyalty Success and Storytelling in South Afric‪a‬

2) Helène Brand

3) Global Citizen

In late 2020, Dubai enjoyed the launch of its newest loyalty programme in the fuel, food and convenience retail space.

Yes Rewards is a programme designed to drive customer lifetime value by incentivising cross-sell across its extensive portfolio of brands.

Despite the unique challenges of the pandemic, Suryaveer Singh successfully launched the Yes Rewards programme and in this interview, he shares the challenges, solutions and intention behind the programme, as well as some of their early successes.

Listen to this episode of "Let's Talk Loyalty" to enjoy some new ideas from this ambitious programme and respected regional brand - truly a global voice of loyalty.

This episode is sponsored by Comarch.

Show Notes:

1) Suryaveer Singh - Head of Loyalty at ENOC

2) Yes Rewards - Fuel & Convenience loyalty programme by ENOC

3) Emirates National Oil Company

4) “Switch it up” article on Chipotle's loyalty strategy to incentivise new product trial

Today's five minute episode of "Let's Talk Loyalty" showcases insights from Manav Fernandez, a leading loyalty practitioner here in the Middle East, and summarises some innovative ideas from an unusual industry - the education sector.

Hear the insights from this unique programme called Gems Rewards, which has already helped families save over 50 million dirhams ($15 million) towards their school fees.

Listen and enjoy this short summary of Manav's key success principles for loyalty or click below to listen to the full interview.

Show Notes:

1) Original Interview: Award-winning Loyalty and Insights from the Middle East - Let's Talk Loyalty #5

2) Manav Fernandes

3) Quick Brown Brown Consulting

A key challenge for loyalty program owners is accurately predicting their loyalty program liability years ahead in the future, and how to plan their program from a financial perspective to optimise the lifetime value of their customers.

Today's guest, Len Llaguno, specialises in leveraging the art, science and modelling skills of his actuarial toolbox to predict consumer behaviour to advise key investment and financial strategies for some of the world's largest loyalty programs.

Kyros Insights are uniquely experienced in loyalty liability management, predicting customer lifetime value and advising brands on the potential impact of major program changes to ensure the optimum commercial performance of any loyalty program, particularly in these unprecedented times.

Listen to this masterclass in loyalty from a financial perspective to access specialised insights for your program that your finance teams will love.

Show Notes:

1) Len Llaguno - Actuary for Loyalty Programs | Founder and Managing Partner at KYROS Insights

2) Kyros Insights - Actuaries Helping Loyalty Programs

3) Kyros Academy - Learn to optimize your loyalty program liability

4) 7 Loyalty Program Tactics for Financial Recovery CFO's Will Love

5) Free Loyalty Actuarial Roadmap - Assessment