275. Rick Swinkels, CEO at TCC Global: Delighting Consumers & Building Loyalty

Oct 18, 2025

Ask episode

Chapters

Transcript

Episode notes

A year later, we are back with a special CPG Guys × FMCG Guys crossover with Rick Swinkels, CEO of TCC Global, during Groceryshop in Las Vegas. You can also watch the episode here: https://youtu.be/rkq6l7SXA30

This time, we focus on why loyalty is the real growth lever in grocery right now. We dig into shopper "promiscuity" under value pressure, the surge of private label, how misused promos and siloed RMNs erode trust, and why paid memberships and smart, human-centred personalization are setting the next rules. Rick also shares how TCC's physical-reward programs and new social "Loyalty Quest" turn everyday shoppers into loyalty activists—and deliver measurable, total-store lift.

Tune in to hear about:

Shoppers & value: tighter wallets, more store-hopping, bigger price delta vs. brands → private label wins; promos often train disloyalty.
Loyalty > RMN: retail media must serve the experience; when RMN teams are siloed, messaging conflicts and trust suffers.
Paid memberships: the next loyalty model—bundled value (delivery, exclusives, services) that changes behavior and economics.
AI with a human core: backend gains + real personalization, but in-store experience, staff, and brand mission still do the heavy lifting.
TCC playbook: physical rewards to shape behaviour (3–5% total-store uplift) and "Loyalty Quest" to reward shareable shopper moments.

Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.