Emma sits down with Rachel to discuss how Lush approached loyalty on its own terms, launching Lush Rewards after stepping away from social media and doubling down on community. The programme is built around customer feedback, local store autonomy, and brand values like sustainability. From digital wallets to product drops and partnerships, the focus is on engagement over transactions. Early signs are positive, with strong internal buy-in and customer demand, as Lush looks to prove loyalty can drive footfall without compromising its identity. 

Emma sits down with Emily to unpack what really makes loyalty work in retail. Drawing on her experience at Tesco, John Lewis and now Sainsbury’s, Emily argues that loyalty only succeeds when it sits at the heart of the business – not tucked away in marketing. The conversation explores the power of data, the importance of leadership belief, and how AI, retail media and changing customer behaviour could reshape loyalty in the years ahead.