Let's Talk Loyalty

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is also available in video format on www.Loyalty.TV.Nokwanda Khumalo is a seasoned executive with experience across multiple industries, having led fuel retail and loyalty projects for over a decade. In this interview, she shares how loyalty can become a powerful growth enabler when an organisation commits to it at a leadership level.Reflecting on the 18 months following the loyalty launch at bp, Nokwanda unpacks the measurable business results achieved and explains how success went beyond technology or rewards mechanics. A critical differentiator was the deliberate investment in frontline execution — with bp placing significant emphasis on equipping and energising staff to deliver an exceptional customer experience.Her insights reinforce a key message: loyalty drives sustainable growth when it is embedded into culture, championed by leadership, and brought to life consistently by those closest to the customer.Hosted by Amanda CromhoutShow Notes:1) Nokwanda Khumalo2) bp Southern Africa 3) bp rewards4) Braving the Wilderness

This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.TELUS is one of Canada's largest telecommunications companies, serving millions of customers across mobile, internet, TV, and digital health services. What makes TELUS particularly interesting from a loyalty perspective is how they've evolved their interactions with TELUS Services customers (mobility, internet, security and TV) through a new national tiered program, TELUS Rewards, that combines points and perks with extension into some major leading category partnerships and their programs, including WestJet.Aaron Dauphinee sat down with Jacob Pullia, Director of Content, Strategy & Business Development is he leads the way in redefining how TELUS thinks about loyalty and their mandate of putting customers first. We also spend some time discussing partnership models and why the connection with WestJet makes sense for both organizations and their joint customers.Hosted by Aaron DauphineeShow notes:1) Jacob Pullia2) TELUS Rewards3) TELUS4) Book Recommendation: Personalized Customer Strategy in the Age of AI

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is also available in video format on www.Loyalty.TV.Louisa Evans is Head of Loyalty and Retention for Hornby Hobbies which saw the launch of its Rewards programme, Hobby Rewards, three years ago. In this interview, Louisa talks us through how the product-centric organisation with magnificently created and engineered collectibles turns into a customer-led business.They had to pivot from a pure B2B company to create a D2C channel during covid, resulting in Hobby Rewards. This is a magnificent inside view into a concept referred to as generational loyalty and data-led decision making, combing transactional and emotional loyalty.Hosted by Amanda CromhoutShow Notes:1) Louisa Evans2)Hornby Hobbies3) Scoring Points - Book Recommendation4) Applying Behavioral Science to Private Sector - Book Recommendation

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.In this episode, we explore how beer culture, category dynamics, and customer loyalty have evolved in the decade following AB InBev’s acquisition of SABMiller — one of the most significant moments in the global beer industry.Our guest is DeWet Bisschoff. He has spent more than two decades harnessing the power of business strategy, talented people, and disruptive technology. More recently, he has worked alongside AB InBev across markets and brands, with deep exposure to how loyalty, culture, and customer experience operate at global scale.The conversation reflects on how loyalty in the beer category extends beyond products or transactions. It is shaped by heritage, local pride, shared rituals, and everyday moments of connection. As global scale and complexity increase, we explore what it takes to protect these emotional loyalty drivers while evolving operating models and customer engagement behind the scenes.We also discuss how the beer category has changed over the past decade — from digital commerce and personalization to non-alcoholic innovation and more conscious consumption — and what these shifts mean for sustaining relevance and loyalty across generations and geographies.This episode offers a thoughtful perspective on how global brands can evolve without losing the cultural foundations that loyalty is built on.This episode is hosted by Nyeleti.Show Notes:1) DeWet Bisschoff2) Lekker Lees 3) The Beer Monopoly

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.In this episode we are delighted to interview Ben Stirling, an experienced commercial executive with a track record of scaling loyalty platforms, transforming sales organisation and delivering GTM strategies that drive acquisition and ARR growth. He has led commercial transformation at Expedia, Tenerity and Capillary, launched new solutions, expanded into international markets and delivered results across multiple sectors.He is currently a fractional CRO at TenX Strategy and supports PE-backed and enterprise firms in building predictable revenue systems and exit-ready growth. His impact includes scaling Tenerity’s loyalty marketplace solution to acquisition in two years, providing loyalty solution to Santander, C&A, British Gas, TD Bank and Frontier, and growing commercial channels at Expedia that delivered $200M+ in new revenue.In this episode, Ben shares his proven insights on how to sell loyalty internally, from aligning feature sets to user needs, to securing C-suite backing with ROI models, and ultimately winning board-level buy-in by linking loyalty to long-term enterprise value. We’ll also be learning about his favourite books and highlights and key learnings from the programmes he has worked on.Hosted by Charlie HillsShow Notes :1) Ben Stirling2) TenX Strategy3) TenX Strategy - Budget Sign Off PDF4) Hooked- Book Recommendation5) The Road Less Stupid - Book Recommendation

This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.This episode examines how PetSmart uses behavioral science, data, and shared passion to create a loyalty program that feels personal and purposeful. Our guest today is Emily Feldman, Senior Director of Loyalty and Membership Experience at PetSmart.From rewarding engagement over transactions to moving beyond one-size-fits-all loyalty, the conversation highlights tiered rewards, emotional connection, and the role of associates as loyalty advocates—showing how PetSmart builds long-term relationships with pet parents across every touchpoint.Hosted by Bridget Blaise-ShamaiShow Notes:1)Emily Feldman2) PetSmart3) Treats Rewards4) Freakonomics

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.On this episode of The Wiser Loyalty Podcast, our guest today is Lauri Hart, Loyalty Manager for Club Yogi Rewards. This conversation examines an unexplored area of the entertainment and travel industry – campgrounds and all that the great outdoors has to offer. Club Yogi Rewards is the long-standing loyalty program operated Camp Jellystone, a Franchisor of Yogi Bear Jellystone Park™ Camp-Resorts.In this interview, we will explore what it takes to sustain success in customer loyalty over decades, not just quarters, and share lessons from an industry veteran that will surely benefit all who listen. If you want to be a survivor in customer loyalty, this is a must listen.Hosted by Bill Hanifin, CLMP™Show Notes:1) Lauri Hart2) Camp Jellystone3) Club Yogi Rewards4) Bible in a year by Fr. Mike Schmitz

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode of Let's Talk Loyalty & Loyalty TV is in Spanish.En este episodio de Let’s Talk Loyalty en Español, conversé con Fabio Santoro, una autoridad en fidelización en Brasil con más de 25 años de trayectoria. Fabio, cofundador de Dotz y vicepresidente de la ABEMF, profundiza en las razones por las cuales Brasil se ha consolidado como un mercado altamente maduro y competitivo, destacando el papel de las coaliciones, la profesionalización del sector y el impacto de la inteligencia artificial en el engagement del cliente.Hosted by Alex SaulShow Notes:1) Fabio Santoro2) Dotz3) ABEMF4) El Poder del No Positivo – William Ury

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.In this episode, we explore how storytelling drives trust, credibility, and long-term loyalty in B2B, within the highly complex world of shipping and logistics.Our guest is Samantha Almon Adeluwoye, Global Head of Content, Social Media, & Storytelling at A.P. Moller – Maersk.Samantha shares how storytelling at Maersk is grounded in the company’s values and its responsibility as a trusted custodian of customers’ goods. Rather than being separate from operations, human stories are used to strengthen confidence in Maersk’s reliability, care, and expertise — helping customers connect emotionally while trusting operational excellence.The conversation also explores how social media functions as a strategic relationship engine in B2B, enabling connection across complex decision-making ecosystems while reinforcing trust over time. Samantha offers insight into how consistent, values-led storytelling supports retention, referral, and long-term partnerships in an industry where credibility is everything.With a strong track record of delivering engaging, purposeful content at global scale, Samantha provides a thoughtful perspective on how human storytelling and operational capability work together to build loyalty.This episode is hosted by Nyeleti Sue-Angel Nkuna.Show Notes: 1) AP Moller - Maesrk 2) Samantha Almon Adeluwoye3) Thinking Fast & Slow - Book recommendation

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.We are breaking new ground today as we explore the retail Cannabis industry, one that is often discussed, but not very well understood.Marketing to customers in a regulated industry has complexities and my guest today is one of the most accomplished persons leading marketing innovation in the Cannabis industry. Courtney Zalewski is Chief Brand and Marketing Officer at Embarc, a modern, community-focused cannabis retailer in California with locations across the state.Courtney pioneered the launch of the Embarc Passport Club two years ago and we talk about the intersection of regulations in Cannabis retail with the most stringent consumer protection laws in the US (the CCPA), where the challenge of creating customer loyalty in the Cannabis industry might be the biggest in all of retail.Hosted by Bill Hanifin, CLMP™Show Notes : 1)Courtney Zalewski2) Embarc3) Embarc Passport Club5) Unresonable Hospitality - Book Recommendation

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.In this In this episode we are delighted to interview Polly Jones, Group Head of Digital & Loyalty at ODEON Cinemas Group.Polly is a digital and loyalty leader with a track record of delivering successful programmes for brands including ODEON Cinemas Group, E.ON, O2, Virgin Media, Rolls Royce Motor Cars, Costa and Dishoom. Today we will be learning about her favourite books, highlights and key learnings from the programmes she has worked on and all what loyalty looks like now and in the future for ODEON.Hosted by Charlie Hills Show Notes:1) Polly Jones2) ODEON Cinemas Group.3) The Places We'll Go - Marketing Show - Podcast Recommendation

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Brandon de Kock is Director of Storytelling for WhyFive Insights, South Africa. At the South African Loyalty Awards 2025, he was recognised at the most influential personality in the industry, with his late-business partner, Stuart Lowe.They produce a comprehensive view of the South African consumer class which represents 85% of consumer spend, called the BrandMapp study. HeDeeply understands the power of research to help brands understand ‘why' consumers behave in certain ways which adds more insightful direction to the transactional data insight which typically reveals the ‘what’ about consumer spending. This episode is a must watch 45 minutes to understand consumer behaviour in loyalty programmes.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.Hosted by Amanda CromhoutShow Notes: 1) Brandon de Kock2) WhyFive Insights3) Book recommendation: The Far Side - Gallery 5

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Today we are re-publishing back one of our most popular episodes as our planned episode has been delayed for technical reasons and now also available to watch on www.Loyalty.TV and listen on Let's Talk Loyalty Bakers Delight won their award for Best Loyalty Program Launch at the 2023/2024 Awards, so we are delighted to share this story with you today.Our guest is Lucila Braga, who was previously the Head of Digital Customer Experience for Bakers Delight, with overall responsibility for their “Dough Getters” program.As a brand, quite simply, Baker’s Delight sells freshly baked bread and they’ve been doing so around the country since 1980.Their loyalty programme is also super simple as you’ll hear in today’s conversation.Listen to hear the power of simplicity as a winning formula for both customers and program operators.Hosted by Paula Thomas Show notes:1) Lucila Braga2) Bakers Delight3) Dough Getters

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode of Let's Talk Loyalty & Loyalty TV is in SpanishEn este episodio de Let’s Talk Loyalty, exploramos la evolución de Doters, el innovador programa de lealtad de Viva Aerobus y sus aliados terrestres de Grupo IAMSA. Pablo Sordo nos detalla cómo han logrado consolidar esfuerzos aislados en un ecosistema único que hoy cuenta con 10 millones de miembros.Descubrimos la estrategia detrás de democratizar la lealtad en el modelo low-cost, los retos de integrar el transporte aéreo con el terrestre y cómo la simplicidad en la redención ha sido la clave del éxito. Una mirada profunda a la tecnología, la cultura organizacional y la visión de convertir a los puntos Doters en la segunda moneda de los mexicanos.Show Notes:1) Pablo Sordo 2) Viva Aerobus3) Grupo IAMSA

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.In this episode, Charlie Hills is joined by Jakub and John from the Global and UK Shell Go+ Teams.Jakub serves as the Europe & North America Loyalty & CRM Lead at Shell, where he has been driving customer engagement and commercial value since 2021. Before joining Shell, he led the end-to-end design and launch of the Footlocker Membership program in Europe. Jakub is a strong advocate for building meaningful emotional relationships with customers to ensure the long-term success and value of loyalty programs.John is the Head of Loyalty and CRM for Shell UK. He brings a wealth of experience from across the industry, having worked in both agency and client-side roles for companies including Shell, Vodafone, and in the financial services, home energy, retail, and banking sectors.In this episode, they share their favourite books, highlights, and key learnings from the loyalty programmes they have worked on, offering insights into what loyalty looks like today and how it is evolving for Shell.Hosted by Charlie HillsShow Notes :1) Jakub Krzakala2) Jonathan Kelly3) Shell GO+ Rewards3) Surrounded by Idiots - Book Recommendation4) Thinking in Bets - Book recommendation

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.Welcome to the first episode of 2026 on Let’s Talk Loyalty & Loyalty TV! We’re starting the year by exploring how Cashpoints is transforming loyalty programs with instant rewards that drive engagement and growth.Ian Sutcliffe, co-creator of Cashpoints, shares the journey of building a real-time, multi-partner loyalty ecosystem from the ground up—covering instant point issuance, flexible redemption, partner-first technology, and the smart use of physical and digital touchpoints.Discover why real-time rewards are the future of loyalty, how they create moments of delight for customers, and what brands can do to innovate in 2026. A perfect episode to start your year with actionable insights and inspiration for the loyalty space!Hosted by Carly Neubauer Show Notes:1) Ian Sutcliffe2)Cashpoints3) Book recommendation: Grit by Angela Duckworth4) #141: Loyalty Excellence and Innovation with AA Smartfuel New Zealand

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This short episode explains our plans for the holidays this year and when we'll be back with new episodes for you.Happy Christmas and Happy New Year from all at Let's Talk Loyalty and Loyalty TV.

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.In today's episode, Ros Netto, Global Head of Rewards at Virgin Active, shares how their program motivates members through gamification, milestones, and personalized experiences. She discusses the challenges of scaling globally while creating meaningful connections that go beyond points, inspiring loyalty that truly transforms members’ wellness journeys. Hosted by Joanna WitschThis episode is sponsored by Comarch Show Notes:1) Ros Netto2) Virgin Active3) Book recommendation: The Happiness Project

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.Steve Habbi , award-winning brand leader, shares how loyalty goes beyond points. Discover how utility, seamless experiences, emotional resonance, and AI-driven personalization can turn customers into lifelong fans. From HSBC and the London Stock Exchange to Formula One, learn actionable insights on building loyalty through memorable experiences.Hosted by Nyeleti Sue-Angel NkunaShow notes:1) Steve Habbi2) Soler Coaster3) Book Recommendation: Guns, Germs, and Steel: The Fates of Human Societies

This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.Over the past year Choice Hotels has made changes to their customer loyalty and rewards program, Choice Privileges, and following their most recent announcement we were fortunate to reconnect with Nandika Suri who is their Vice President of Loyalty, Cobrand Card and Partnerships for Choice Hotels International.The conversation flows from her impressive career in Travel and Retail loyalty at leading brands beyond Choice Hotels, which include Under Armour and United Airlines, to the reasons why she's implementing changes to the program. Nandika shares the impact already seen by the hotelier, most of which are franchise owned and operated, and the new value exchanges available to all customer types - those staying only a few times a year through to their new Titanium level members. Hosted by Aaron DauphineeShow Notes:1) Nandika Suri2) Choice Hotels International3) Choice Privileges4) Book recommendation: The Loyalty Effect