Let's Talk Loyalty

This short summary of my interview with Laura Cagnacci discusses exciting loyalty initiatives being run for Roma Football Club by their marketing agency, who realised the importance and power of connecting Roma with their fans directly, rather than simply on third-party platforms like Facebook. As a much loved football club, Roma used the power of a platform they owned to connect with previously unknown fans of all ages and profiles, with clear data points being measured, tracked and rewarded at the individual level, rather than just at a segment level as many marketers did in the past.Listen to this episode to learn all about this award-winning programme in the sports sector, as well as learnings from building both a consumer AND a Business2Business loyalty program for an insurance client.Show Notes:1) Award-winning Loyalty in Italy - Roma Football Club and Advice Grou‪p‬2) Laura Cagnacci 3) Advice Group 

Puntos Colombia is the leading loyalty programme in Colombia with over 8 million members and it is the first loyalty programme in Latin America to be featured on Let's Talk Loyalty! I was delighted to discuss this fascinating loyalty programme and some of the unique aspects of the South American loyalty market with CEO of the Puntos Colombia programme, Alejandro Gonzalez Saul.Boasting over 100 partners, including the country’s biggest bank and grocery retailer, the Puntos Colombia programme is a powerful example of the potential of multi-partner and coalition programmes that truly put their customer's interests at heart. We discuss the superb solutions the programme launched during the pandemic lockdown to drive engagement, the importance of NPS, social listening and member advocacy and some of their latest features (including Whatsapp functionality) to delight members. This episode is sponsored by Comarch.Show Notes:1) Alejandro Gonzalez Saul - CEO of Puntos Colombia2) Puntos Colombia 3) Article - The Advantages of Customers as Ambassadors4) Article - Winning Back Lost Customers 

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 Notes1) Jesper Østergaard - 7-Eleven 2) Let's Talk Loyalty #10 - Loyalty in 7-Eleven Denmark with Managing Director Jesper Østergaard3) Reitan Convenience4) NACS International Convenience Retailer of the Year Award5) 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 Papaioannou3) 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 & MEA2) 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 Afric‪a‬2) 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 ENOC2) 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