Let's Talk Loyalty Profitability in Loyalty Programmes - Powered by Collinson (Ep 648)
Mar 4, 2025
In this engaging conversation, Priyanka Lakhani, Senior VP at Collinson Group, shares her extensive expertise in enhancing loyalty program profitability. She discusses the crucial intersection of profitability and customer expectations, urging a shift in mindset to prioritize clear objectives and ROI. The dialogue examines the evolving landscape of loyalty initiatives, emphasizing the importance of data utilization and personalized rewards. Priyanka also highlights innovative strategies that can unlock new revenue opportunities and drive sustained customer engagement.
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Collinson's Authority In Travel Loyalty
- Collinson positions itself as a travel and loyalty expert with deep global reach and product experience.
- That history gives credibility when advising brands on profitability and program design.
Cost-Centre Mindset Is Self-Defeating
- Many loyalty programs still operate as cost centres, leaving revenue on the table and failing to track costs in detail.
- That mindset creates a self-fulfilling cycle of cuts, reduced engagement and declining program value.
Set Clear ROI And Role From Day One
- Define the ROI, objectives and success metrics for a loyalty program before launch and revisit them regularly.
- Make clear whether the program sits as marketing, a separate entity, or a profit centre to align resources and expectations.
