Let's Talk Loyalty

This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.

In this episode, we explore how storytelling drives trust, credibility, and long-term loyalty in B2B, within the highly complex world of shipping and logistics.

Our guest is Samantha Almon Adeluwoye, Global Head of Content, Social Media, & Storytelling at A.P. Moller – Maersk.

Samantha shares how storytelling at Maersk is grounded in the company’s values and its responsibility as a trusted custodian of customers’ goods. Rather than being separate from operations, human stories are used to strengthen confidence in Maersk’s reliability, care, and expertise — helping customers connect emotionally while trusting operational excellence.

The conversation also explores how social media functions as a strategic relationship engine in B2B, enabling connection across complex decision-making ecosystems while reinforcing trust over time. Samantha offers insight into how consistent, values-led storytelling supports retention, referral, and long-term partnerships in an industry where credibility is everything.

With a strong track record of delivering engaging, purposeful content at global scale, Samantha provides a thoughtful perspective on how human storytelling and operational capability work together to build loyalty.

This episode is hosted by Nyeleti Sue-Angel Nkuna.

Show Notes:

1) AP Moller - Maesrk

2) Samantha Almon Adeluwoye

3) Thinking Fast & Slow - Book recommendation

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

We are breaking new ground today as we explore the retail Cannabis industry, one that is often discussed, but not very well understood.

Marketing to customers in a regulated industry has complexities and my guest today is one of the most accomplished persons leading marketing innovation in the Cannabis industry. Courtney Zalewski is Chief Brand and Marketing Officer at Embarc, a modern, community-focused cannabis retailer in California with locations across the state.

Courtney pioneered the launch of the Embarc Passport Club two years ago and we talk about the intersection of regulations in Cannabis retail with the most stringent consumer protection laws in the US (the CCPA), where the challenge of creating customer loyalty in the Cannabis industry might be the biggest in all of retail.

Hosted by Bill Hanifin, CLMP™

Show Notes :

1)Courtney Zalewski

2) Embarc

3) Embarc Passport Club

5) Unresonable Hospitality - Book Recommendation

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

In this In this episode we are delighted to interview Polly Jones, Group Head of Digital & Loyalty at ODEON Cinemas Group.

Polly is a digital and loyalty leader with a track record of delivering successful programmes for brands such as ODEON Cinemas Group, E.ON, O2, Rolls Royce Motor Cars, Costa and Dishoom.

Today we will be learning about her highlights and key learnings from these programmes and what loyalty looks like now and in the future for ODEON.

Hosted by Charlie Hills

Show Notes:

1) Polly Jones

2) ODEON Cinemas Group.

3) The Places We'll Go - Marketing Show - Podcast Recommendation

Brandon de Kock is Director of Storytelling for WhyFive Insights, South Africa. At the South African Loyalty Awards 2025, he was recognised at the most influential personality in the industry, with his late-business partner, Stuart Lowe.

They produce a comprehensive view of the South African consumer class which represents 85% of consumer spend, called the BrandMapp study. He

Deeply understands the power of research to help brands understand ‘why' consumers behave in certain ways which adds more insightful direction to the transactional data insight which typically reveals the ‘what’ about consumer spending. This episode is a must watch 45 minutes to understand consumer behaviour in loyalty programmes.

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

Hosted by Amanda Cromhout

Show Notes:

1) Brandon de Kock

2) WhyFive Insights

3) Book recommendation: The Far Side - Gallery 5

Today we are re-publishing back one of our most popular episodes as our planned episode has been delayed for technical reasons and now also available to watch on www.Loyalty.TV and listen on Let's Talk Loyalty

Bakers Delight won their award for Best Loyalty Program Launch at the 2023/2024 Awards, so we are delighted to share this story with you today.

Our guest is Lucila Braga, who was previously the Head of Digital Customer Experience for Bakers Delight, with overall responsibility for their “Dough Getters” program.

As a brand, quite simply, Baker’s Delight sells freshly baked bread and they’ve been doing so around the country since 1980.

Their loyalty programme is also super simple as you’ll hear in today’s conversation.

Listen to hear the power of simplicity as a winning formula for both customers and program operators.

Hosted by Paula Thomas

1) Lucila Braga

2) Bakers Delight

3) Dough Getters

This episode of Let's Talk Loyalty & Loyalty TV is in Spanish

En este episodio de Let’s Talk Loyalty, exploramos la evolución de Doters, el innovador programa de lealtad de Viva Aerobus y sus aliados terrestres de Grupo IAMSA. Pablo Sordo nos detalla cómo han logrado consolidar esfuerzos aislados en un ecosistema único que hoy cuenta con 10 millones de miembros.

Descubrimos la estrategia detrás de democratizar la lealtad en el modelo low-cost, los retos de integrar el transporte aéreo con el terrestre y cómo la simplicidad en la redención ha sido la clave del éxito. Una mirada profunda a la tecnología, la cultura organizacional y la visión de convertir a los puntos Doters en la segunda moneda de los mexicanos.

Show Notes:

1) Pablo Sordo

2) Viva Aerobus

3) Grupo IAMSA

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

In this episode, Charlie Hills is joined by Jakub and John from the Global and UK Shell Go+ Teams.

Jakub serves as the Europe & North America Loyalty & CRM Lead at Shell, where he has been driving customer engagement and commercial value since 2021. Before joining Shell, he led the end-to-end design and launch of the Footlocker Membership program in Europe. Jakub is a strong advocate for building meaningful emotional relationships with customers to ensure the long-term success and value of loyalty programs.

John is the Head of Loyalty and CRM for Shell UK. He brings a wealth of experience from across the industry, having worked in both agency and client-side roles for companies including Shell, Vodafone, and in the financial services, home energy, retail, and banking sectors.

In this episode, they share their favourite books, highlights, and key learnings from the loyalty programmes they have worked on, offering insights into what loyalty looks like today and how it is evolving for Shell.

Hosted by Charlie Hills

Show Notes :

1) Jakub Krzakala

2) Jonathan Kelly

3) Shell GO+ Rewards

3) Surrounded by Idiots - Book Recommendation

4) Thinking in Bets - Book recommendation

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

Welcome to the first episode of 2026 on Let’s Talk Loyalty & Loyalty TV! We’re starting the year by exploring how Cashpoints is transforming loyalty programs with instant rewards that drive engagement and growth.

Ian Sutcliffe, co-creator of Cashpoints, shares the journey of building a real-time, multi-partner loyalty ecosystem from the ground up—covering instant point issuance, flexible redemption, partner-first technology, and the smart use of physical and digital touchpoints.

Discover why real-time rewards are the future of loyalty, how they create moments of delight for customers, and what brands can do to innovate in 2026. A perfect episode to start your year with actionable insights and inspiration for the loyalty space!

Hosted by Carly Neubauer

Show Notes:

1) Ian Sutcliffe

2)Cashpoints

3) Book recommendation: Grit by Angela Duckworth

4) #141: Loyalty Excellence and Innovation with AA Smartfuel New Zealand

This short episode explains our plans for the holidays this year and when we'll be back with new episodes for you.

Happy Christmas and Happy New Year from all at Let's Talk Loyalty and Loyalty TV.

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

In today's episode, Ros Netto, Global Head of Rewards at Virgin Active, shares how their program motivates members through gamification, milestones, and personalized experiences. She discusses the challenges of scaling globally while creating meaningful connections that go beyond points, inspiring loyalty that truly transforms members’ wellness journeys.

Hosted by Joanna Witsch

This episode is sponsored by Comarch

Show Notes:

1) Ros Netto

2) Virgin Active

3) Book recommendation: The Happiness Project