Episódios
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In this short summary episode of "Let's Talk Loyalty", we looked back on an episode from early 2021 when we talked about loyalty programmes as they evolved during the global pandemic, in an insightful conversation with Ashish Sinha, Managing Director of Epsilon APAC & MEA.
While some brands did their utmost to be extraordinarily helpful to consumers in that particularly difficult time, others overloaded their members with offers and deals that they didn't want or couldn't afford to redeem.
Listen to enjoy some unique Epsilon insights on how true customer loyalty can be earned.
Show Notes:
1) Episode #80: Loyalty Trends in APAC by Epsilon's Ashish Sinha
2) Ashish Sinha, Managing Director - Epsilon APAC & MEA
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In this episode, James Berry, Commercial Director, Valuedynamx at Collinson shares game-changing concepts he believes are becoming pivotal for loyalty professionals.
James and his team work with brands to create loyalty programmes that are engaging, relevant and increasingly valuable to customers.
In this episode, we discuss the dramatic changes in consumer behaviour, and some of the innovative ways that Collinson have found to connect programs, consumers and merchants in order to ensure loyalty programmes become even more relevant in everyday lives.
We also talk about opportunities working with emerging technologies like NFTs and cryptocurrencies.
This episode will help you understand the latest innovative strategies for post-pandemic consumers.
Show Notes:
1) James Berry, Commercial Director, Valuedynamx at Collinson on LinkedIn
2) Collinson
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Today's episode of "Let's Talk Loyalty", features LInkedIn loyalty guru and independent loyalty consultant, Henry Christian.
Henry has many years of experience guiding brands and managing loyalty programmes throughout Asia and talked with us about some of the valuable lessons he has learned over the years.
He shared his insights on the importance of speaking like a CEO, leveraging customer data and how A/B testing can prove valuable instead of making assumptions for members versus nonmembers.
Henry shared strategies for membership retention and acquisition and we also found out a surprising 'favourite loyalty programme' that has never been mentioned before!
Henry also shared a very important principle that loyalty is not a program, it is an outcome to expect from your customers.
Show Notes:
1) Henry Christian, Independent Consultant with HC Loyalty Advisory on LinkedIn
2) LinkedIn Loyalty Post - Speak Like a CEO
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In today's short summary show, "Let's Talk Loyalty" looks back on an interview with Suri Singh, Head of Loyalty for Emirates National Oil Company (ENOC) about their digital-only loyalty program that works across their convenience stores, car washes, food and beverage brands, and even their car registration business.
We talked about how ENOC has managed to connect with it's customers given the unique consumer culture in the UAE, and how their loyalty programme has created compelling opportunities for cross-selling across brands, with the power of the customer data they collect.
If you work in loyalty marketing, particularly in retail, and particularly if your brand is thinking of starting a loyalty program, then this episode is definitely a must listen.
Show Notes:
1) Episode #78: Yes Rewards from ENOC - Fuel, Food & Convenience Loyalty in UAE
2) Sury Singh, Head of Loyalty from Emirates National Oil Company (ENOC)
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In today's episode, "Let's Talk Loyalty" talks with Kevin Siew, Vice President and Head of Shangri-La Circle, the latest innovation from the Shangri-La International premium global hotel management group.
Shangri-La recently transformed their beloved Golden Circle loyalty program as a powerful direct-to-consumer platform, to include digital marketing, mobile and e-direct capabilities, social media and content development, rewards marketing operations and global brand partnerships.
Hear how they have crafted their latest proposition to further enrich their appeal to travellers of all ages and backgrounds, and allow for greater freedom and flexibility, including iconic lifestyle partnerships.
Show Notes:
1) Kevin Siew, Vice President and Head of Shangri-La Circle
2) Shangri-La Circle
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This episode of "Let's Talk Loyalty" features a conversation with Eadaoin Keane, Head of Marketing for Circle K Ireland who won the "Best Loyalty Programme 2021" from the Irish Loyalty Awards for their "Play or Park" programme.
Circle K Ireland is a highly successful and well-known fuel convenience retail brand in Ireland, the market leader for food, fuel and convenience retail.
Having inherited the "PLAY or PARK" loyalty programme from the previous business owner, Circle K has continued the programme and further invested in the proposition.
That strategy has ensured that this award-winning programme, featuring gamification, rewards and charitable contributions, benefits the members and business in equal measure.
Listen to hear how Eadaoin and her team continue to build new campaigns within "PLAY or PARK" to support Irish Olympic athletes, connecting with customers through local community activations, growing the programme's membership and ultimately winning the hearts of Irish customers.
Show Notes:
1) Eadaoin Keane, Head of Marketing for Circle K Ireland
2) Circle K "PLAY or PARK" programme
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In this short summary show, "Let's Talk Loyalty" revisited an episode with Len Llaguno, founder of Kyros Insights. Len uses his professional training as an actuary to assess loyalty programmes not in terms of liability, but profitability and possibility.
We talked about why redemptions are such a signal of a strong programme and an investment in the company's long-term success.
Len also shared how brands should employ a "customer-first" mentality and also segment their customers to maximize the effectiveness of their loyalty programmes.
Show Notes:
1) Episode #76: Loyalty Programme Liability Management - Len Llaguno, Founder of Kyros Insights
2) Len Llaguno, founder of Kyros Insights
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Cheetah Digital's 2022 Digital Consumer Trends Index was recently released and reveals what consumers expect from the brands they do business with.
"Let's Talk Loyalty" was joined by Tim Glomb, VP Content & Data with Cheetah Digital, to learn about the latest research, which features insights from over 5,000 consumers across seven countries.
Tim highlighted the findings that he found most fascinating, including increased consumer desire for personalization at every stage of the customer lifecycle.
We also heard about consumer privacy concerns and communication preferences by age groups.
Tim reminded us that even the biggest brands are constantly reviewing and evolving their strategies and reminded us that we can learn and grow from each other when we're up to date and informed by clear understanding of key consumer priorities.
Show Notes:
1) Tim Glomb, VP Content & Data with Cheetah Digital
2) Cheetah Digital's 2022 Digital Consumer Trends Index
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The Loyalty & Awards Conference is the largest international loyalty conference for the travel industry.
In this episode of "Let's Talk Loyalty", we are joined by Ravindra Bhagwanani, Chairman of Loyalty & Awards, all about the exciting plans for this year’s event taking place in October in Madrid.
Ravindra shares his extensive loyalty industry experience and his love of airline loyalty marketing, and how the conference came to life almost 18 years ago.
Listen to hear what you can expect from this year's event - THE premier place to be for travel loyalty experts, offering superb opportunities to learn from exceptional industry leaders and connect with your loyalty industry colleagues.
Show Notes:
1) Ravindra Bhagwanani, Managing Director at Global Flight and Chairman of Loyalty & Awards
2) Loyalty & Awards conference website
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In this short summary show, "Let's Talk Loyalty" looks back on an interview with Mark James, the CEO of Customology in Australia who shared some insightful outcomes of some consumer research he had conducted in early 2021.
Mark shared the challenges for loyalty marketers when new customers are prioritised over existing ones with better offers.
Mark also shared some insights on the most effective communication strategies to keep customers happy and engaged.
Show Notes:
1) Previous Episode: #74: Australian Consumer Loyalty Research - Mark James CEO Customology
2) Mark James, CEO, Customology
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The "Australian Loyalty Association" (ALA) is the highly respected organisation that provides thought leadership, education and networking opportunities to those working in the loyalty industry in Australia, New Zealand and increasingly throughout the Asia Pacific Region.
In this episode, "Let's Talk Loyalty" is joined by Sarah Richardson, Founder and Advisory Board Chair of the Australian Loyalty Association to hear all about their expansion plans and upcoming events.
Together, we announce our content partnership for "Let's Talk Loyalty" to provide exclusive podcasts for the "Australian Loyalty Association" and help ensure even more outstanding and relevant content for loyalty professionals across the Asia Pacific region.
Show Notes:
1) Sarah Richardson, Founder and Advisory Board Chair, Australian Loyalty Association on LinkedIn
2) Australian Loyalty Association website
3) Episode #21: Loyalty Lessons from Australia
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This episode is all about The Loyalty Academy and the latest updates and in-person workshops to become a "Certified Loyalty Marketing Professional™️" (CLMP).
Mike Capizzi, Dean and Director of Education at The Loyalty Academy joins us to share their latest Loyalty Academy news, as in-person training workshops return in key cities around the world.
In today's show, we also announce a NEW scholarship and competition for one lucky listener to win a FREE “Certified Loyalty Marketing Professional” accreditation either in person or online.
Listen to hear how to enter.
Show Notes:
1) Let's Talk Loyalty CLMP Workshop Scholarship Information and Application due XXX, 2022
2) Mike Capizzi, Director of Education, The Loyalty Academy
3) The Loyalty Academy
4) Scholarship Competition from "Let's Talk Loyalty" and The Loyalty Academy
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"Let's Talk Loyalty" is today looking back on our conversation with IKEA's global vice president of loyalty, Aaron Mitchell.
As one of the world's most iconic retail brands, IKEA boasts 156 million members of its Family Club worldwide, a programme that brings the very best of the IKEA brand to its customers.
The IKEA Family Club focuses on community and creating emotional loyalty with customers, with the intention to create value, deepen relationships and personalize interactions with customers.
Listen to learn what we learnt from Aaron Mitchell and IKEA.
Show Notes:
1) Episode #70: Ikea Family Club with Aaron Mitchell - Global VP Loyalty
2) Aaron Mitchell on LinkedIn
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Today "Let's Talk Loyalty" talks with one of the leading marketers in U.S. convenience retail, Derek Gaskins, Chief Marketing Officer of Yesway.
Yesway is one of the fastest-growing convenience chains in the United States, and was voted the U.S. Convenience Chain of the Year.
Gaskins shares the exciting challenge of keeping customers loyal while acquiring new stores and products that customers love, and building a leading retail brand that combines the best of them all.
He also explains how his team have embraced a mindset of loyalty from the start, and how they are leveraging their award-winning "Yesway Rewards" program to support their ambitious growth plans.
Show Notes:
1) Derek Gaskins on LinkedIn
2) Yesway Rewards
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Today "Let's Talk Loyalty" discusses the latest loyalty insights from a brand new research report, "What Brits Want From Loyalty Programs Now".
This comprehensive, independent research analyses the topics, attitudes, opinions and behaviours that are driving the loyalty industry today in the UK, one of the most sophisticated and diverse markets for the loyalty industry worldwide.
Join us to hear from the brains behind this research report, Charlie Hills from Mando-Connect alongside Nick Fishbourne from YouGov who together share what they loved and learnt through this latest research after two years of turmoil and changing consumer behaviour!
Show Notes:
1) Charlie Hills
2) Nick Fishbourne
3) "What Brits Want From Loyalty Programs Now" Research Report
4) YouGov research regarding the situation in Ukraine
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In this short summary show, I look back on an interview exploring “mindful marketing” and how it relates to loyalty from an interview with Maths Mathisen, founder & CEO of an innovative app designed to promote loyalty for brands in the age of digital distraction and addiction.
The HOLD app uses the power of gamification to help FMCG brands and retailers compete in the “war of attention” by rewarding users for putting down their devices and focusing on the things they decide are most important.
An interesting way of engaging consumers for dis-engaging!
Show Notes:
1) #68: Mindful Marketing & Loyalty Insights from Scandinavia
2) Maths Mathisen, founder & CEO, HOLD
3) HOLD app
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In this episode, we talk with Joseph Taylor, SVP of Strategic Consulting and Operations for Epsilon and hear how to use the data and profiles of your most valuable loyalty programme members to help acquire new customers with the same profit potential.
Loyalty programmes are traditionally designed to retain customers, but rarely is that incredible data used by marketing teams to inform how they run acquisition campaigns to ensure they focus on "profitable" new customers - quality over quantity!
This powerful new idea will prove invaluable as cookies disappear from the toolset that digital marketers have relied on for so many years.
Joseph shares real case studies and examples of brands who have already leverages this clever idea - so you can too!
Show Notes:
1) Joseph Taylor, SVP of Strategic Consulting and Operations for Epsilon
2) Epsilon Guide to Personalisation
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As we celebrate our 200th episode, we discovered the power of subscriptions to drive loyalty in the car wash category in an insightful interview with Lars Hecht, who leads the car wash category globally for Circle K, one of the world's best known fuel and convenience retailers.
Circle K operates the largest global network of car washes, with more than 2,750 units worldwide.
Having discovered the power of subscriptions to drive recurring revenue, Lars joined "Let's Talk Loyalty" to share some of Circle K's loyalty learnings, in particular the challenges of designing and launching a car wash subscription loyalty program across such varied markets as the US, Canada and Europe.
Circle K's commitment to innovation has been the driving force of this dramatic evolution for the car wash industry, so listen to hear the complex and compelling journey they've been on to ensure the success of this new business model.
From subscription insights to beacons, we discuss fascinating technology innovations that engage customers, increase trip frequency and create a powerful opportunity for recurring revenue.
Show Notes:
1) Lars Hecht, Global Lead Category Director for Circle K
2) Circle K Car Wash Subscription website
3) Referenced in episode: Adam Schaffer, Co-Founder & Managing Partner at Ellipsis & Company
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In today's short show, we review our interview with Ali Cudby, author of "Keep your Customers" and Managing Director of Alignmint Growth Strategies.
From customer-focused mission statements to subscription programs, this episode reminds us how small to mid-sized companies can engage with customers with even greater clarity and focus than larger ones, and enjoy greater loyalty outcomes as a result.
Show Notes:
1) Episode #67: Loyalty for Small Companies - Driving Lucrative Loyalty
2) Ali Cudby, Founder and CEO, Alignmint Growth Strategies
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In today's episode, we talk with one of the most creative and insightful practitioners in the loyalty industry with a deep understanding of business issues and how to use loyalty mechanics to solve them.
Billy Loizou is the Vice President, Go To Market APAC at Cheetah Digital and an advisory member of Australian Loyalty Association.
Billy shared a great case study using NFTs to build customer loyalty, and why loyalty is perhaps the most important tool for any marketer in 2022 as cookies become obsolete.
As privacy rules go into effect and marketers need to revisit traditional customer engagement techniques, we discussed other options that can lead to successful customer acquisition and recurring revenue.
This discussion includes some great case studies of innovative companies really pushing the envelope with their customer loyalty programmes.
Show Notes:
1) Billy Loizou on LinkedIn
2) "Created for Marketers by Marketers" podcast
3) Cheetah Digital
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