This episode is sponsored by Points, a Plusgrade company.

Read more about their Exchange solution as a growth channel for loyalty programs here.

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 unpack the fourth edition of the Understanding Loyalty in Europe 4.0 white paper — exploring what it reveals about loyalty across 24 European markets and what it means for brands today.

Our guests are Charlie Hills, Chief Strategy Officer, and James Davies, Strategy Director at Mando Together with YouGov, they’ve built a longitudinal view of loyalty across Europe, using a consistent loyalty gauge measuring programme membership, appeal, and impact.

The conversation centres on a key tension highlighted in the research: participation in loyalty programmes is widespread, yet emotional connection remains limited. We explore what sits behind this gap, and how it varies across markets.

A core takeaway from the white paper is that there is no single European loyalty strategy — only different levels of maturity shaped by local context. We discuss what this means in practice, and whether loyalty programmes still differentiate or have become an expectation, with many brands over-relying on mechanics over meaningful connection.

We also reflect on what the research signals for the future — reinforcing the need for continuous evolution, test-and-learn approaches, and programmes that are built around real customer value.

This episode offers a clear perspective on how to interpret the findings of Understanding Loyalty in Europe 4.0 — and how leaders can move beyond participation towards meaningful impact.

Hosted by Nyeleti Sue-Angel Nkuna

Show Notes:

1) Charlie Hills

2)James Davies

3)Mando.

4) Understanding Loyalty in Europe 4.0

5) The Lean Startup : Book Recommendation

6) Knowledge is Beautiful : Book Recommendation

This episode is sponsored by Points, a Plusgrade company.

Read more about their Exchange solution as a growth channel for loyalty programs here.

In this episode of Best of the Back Catalogue, airline loyalty programmes set the benchmark for scale, data, and revenue — and Emirates Skywards stands out as a leading example. Dr. Nejib Ben Khedher shares how the programme has evolved over time, from digital transformation to delivering real value for both members and the business. A sharp, insight-led look at what’s working today — and what’s next for loyalty.

Show Notes:

1)Dr. Nejib Ben Khedher

2)Emirates Skywards

This episode is sponsored by Points, a Plusgrade company.

Read more about their Exchange solution as a growth channel for loyalty programs here.

Scene+ is a Canadian customer loyalty the program that was born from the union of Cineplex's SCENE program and Scotiabank's Scotia Rewards, and it has grown dramatically since. Today, Scene+ has more than 15 million members and is co-owned by Scotiabank, Empire Company Limited (2nd largest food retailer, Sobeys and other brands), and Cineplex (largest movie theatre operator). It spans categories including entertainment, groceries, travel, banking, home improvement — and now, as of early 2026 in partnership with Shell, fuel — making it one of the most comprehensive loyalty ecosystems in Canada.

Wise Marketer Group's CMO Aaron Dauphinee sits down with the President of Scene+, Tracey Pearce to have a candid conversation about the growth at Scene+, how and why the loyalty landscape has shifted in Canada, and her focus on maximizing value for her members.

Show Notes:

1) Tracey Pearce

2)Scene+

3) Wolf Hall - Book Recommendation

This episode is sponsored by Points, a Plusgrade company.

Read more about their Exchange solution as a growth channel for loyalty programs here.

This Best of the Back Catalogue episode revisits the story of an award-winning UK loyalty programme from British Gas, created to drive real customer appreciation in a highly regulated and competitive market.

Featuring insights from Charlie Hills from Mando and Cathryn (Lewis) Lodwidge, Former Head of Customer Marketing at British Gas we explore how British Gas Rewards moved away from complexity to deliver simplicity, exclusivity, and measurable impact—successfully reducing churn and increasing NPS across millions of customers.

A powerful reminder that with the right vision, data, and leadership support, loyalty programmes can be built at speed and scale while delivering meaningful customer value.

Show Notes:

1) Cathryn (Lewis) Lodwidge

2)British Gas Rewards

3)British Gas

4) #16: British Gas Rewards - Award Winning Loyalty Programme

In this special episode of Let’s Talk Loyalty & Loyalty TV, we introduce The World’s Largest Loyalty Programs™, a first-of-its-kind global report exploring the scale, reach, and influence of the biggest loyalty initiatives in the world.

Created through a year of expert collaboration, authors Paula Thomas, Laurent Guinand, and Rich Long reveal the brands building extraordinary customer communities with memberships reaching into the hundreds of millions.

In this episode, you’ll:

• Discover which are the largest loyalty programs on the planet
• Discover the ONLY program in the world which boasts over half a BILLION members
• Find out the 10 programs with over 200 million members each
• Plus uncover an amazing list of brands with over 100 million members each

If you’re passionate about loyalty like we are, this is an episode you won’t want to miss.

DOWNLOAD this landmark industry publication—bringing together deep industry experience and a shared passion for loyalty at scale.

This episode is sponsored by Capillary Technologies and hosted by Megan (Sherrell) Fiorendino.

Show Notes:

1) The World's Largest Loyalty Programs™

3) Paula Thomas

4) Laurent Guinand

5) Rich Long

This episode is sponsored by Points, a Plusgrade company.

Read more about their Exchange solution as a growth channel for loyalty programs here.

We’re revisiting one of our standout conversations from the archives in this Best of the Back Catalogue episode. Originally released in November 2019, this discussion features insights from KPMG, one of the world’s leading professional services firms and part of the “Big Four,” with operations in over 150 countries.

In this episode, we explore KPMG’s advisory work in customer experience and loyalty, along with key findings from its global research report, “The Truth about Customer Loyalty”. The report uncovers what truly drives consumers to return to brands, challenging conventional thinking around loyalty and engagement.

We also revisit an in-depth interview with Selim Tanfous, Former Associate Director at KPMG Lower Gulf, who breaks down the findings of the report and shares expert perspectives on how businesses can build stronger, more lasting customer relationships.

A timeless conversation that remains highly relevant for anyone interested in customer experience, loyalty, and brand strategy.

Show Notes:

1) Selim Tanfous

2)The Truth About Customer Loyalty - 2019 edition

3)Customer Experience Report 2019 edition.

4)Me, My Life, My Wallet (2018 KPMG Loyalty Research Report)

Other Loyalty Resources:

5)Loyalty 360 - The Association for Customer Loyalty

This episode is sponsored by Points, a Plusgrade company.

Read more about their Exchange solution as a growth channel for loyalty programs here.

In this episode of Let's Talk Loyalty and Loyalty TV, Andrew Glance CEO of Qantas Loyalty, takes us behind the scenes of one of the world’s most successful loyalty programs. He shares how Qantas Loyalty has evolved from a marketing tool into a standalone business, delivering value to over 18 million members.

Andrew dives into the recent program transformations, including Classic Plus for better flight availability, recognition beyond the air, and initiatives that make the program simpler, more rewarding, and relevant for members. He also explains how technology, AI, and strategic partnerships with banks, retailers, and travel partners are reshaping the loyalty experience.

Learn about the program’s new discoverability tool, which already saw over a million searches in its first 24 hours, making it easier for members to find flights across multiple dates, regions, and cabins. This episode is packed with insights for loyalty professionals, marketers, and frequent flyers who want to understand how to create a profitable, member-focused loyalty program that keeps evolving.

Hosted by Paula Thomas and Carly Neubauer.

Show Notes:

1)Andrew Glance

2) Qantas

3) Qantas Frequent Flyer

4) The Subtle Art of Not Giving a F*ck - Book Recommendation

This episode is sponsored by Points, a Plusgrade company.

Read more about their Exchange solution as a growth channel for loyalty programs here.

In this standout episode from our archives, we revisit the award-winning British Airways Executive Club—now known as The British Airways Club—a loyalty programme designed to engage and reward frequent flyers worldwide.

Niall Rooney, Former Loyalty Manager at British Airways, shares valuable insights into the evolving world of loyalty marketing, revealing how customer preferences and performance data shape the airline’s strategy.

From increasing reward seat availability to recognising high-value customers, this episode explores how British Airways continues to differentiate itself in a highly competitive travel landscape.

Show Notes:

1) Niall Rooney,

2) The British Airways Club

3)British Airways