“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.
If you work in loyalty marketing, join me every week to learn the latest ideas and marketing insights from loyalty specialists around the world.
#96: IAG Loyalty Shares New Trends including eStore, new Banking Propositions and Employee Loyalty
As the currency originally created and famously known as "Air Miles", Avios is now the loyalty currency of the five airlines of the IAG airline alliance, operated by IAG Loyalty Limited, which now boasts over 35 million members across airlines including British Airways, Aer Lingus and Iberia - airlines that together typically carry over 118 million passengers a year.
Adam Daniels, CEO of IAG Loyalty Ltd, shares both the expected and unexpected changes that have emerged through the global pandemic, with major behaviour changes including how consumers and retail partners have discovered the extraordinary power of awarding Avios points for online shopping.
We also discuss some new ideas for banking partnerships and also the power of the currency as a tool to drive employee loyalty, with concepts such as "Get Fit With Avios" proving hugely successful!
1) Adam Daniels Chief Executive Officer
2) IAG Loyalty
3) Collinson Group
#95: British Gas Rewards - Summary of Insights from this Award-Winning Loyalty Programme
This episode of "Let's Talk Loyalty" summarises my top insights from British Gas Rewards - an award-winning UK loyalty programme that's loved by millions.
With a goal to make customers feel recognised and rewarded in an intensely competitive sector, British Gas Rewards developed an innovative concept without using points.
With customers asking for simplicity and exclusivity, British Gas in partnership with their agency Mando Connect developed a concept that combined core rewards from British Gas in the form of "loyalty days" with exclusive partners offers across key categories that customers love.
Listen to hear the highlights of my learnings from the British Gas Rewards loyalty programme or listen back to the full interview in December 2019. It's episode #16 of "Let's Talk Loyalty".
1) British Gas Rewards: https://www.britishgas.co.uk/rewards.html
2) British Gas Rewards Partnership Agency: www.Mando-Connect.co.uk
3) British Gas Rewards on Let's Talk Loyalty - Episode #16
#94: Global Coalition Loyalty Insights with Payback's CEO Bernhard Brugger
Recently voted one of the most innovative companies in Germany, Payback is a world-famous coalition loyalty programme, headquartered in Germany, that boasts over 80 million members.
The company actually operates coalition programmes in six international markets, and enjoys extraordinary levels of engagement, with an extraordinary performance and over 95% of Payback Points redeemed by members!
Berni Brugger is the CEO who has led the company for over twenty years from its humble origins as a simple multi-partner programme, through its acquisition by American Express, now to its current positioning as a global marketing technology and services company.
In this show of "Let's Talk Loyalty", Berni highlights the amazing successes achieved over the last twenty years, the (surprising) continued popularity of postal mailings with members, as well as the retail sectors that are thriving despite the challenges of Covid 19.
1) Bernhard Brugger - CEO PAYBACK Global Loyalty Coalition
2) Payback Global Loyalty Coalition
3) Comarch Loyalty Marketing Platform
#93: KPMG and The Truth About Customer Loyalty
In this episode, I’m summarizing my interview with Selim Tanfous of KPMG, who shared insights from a survey of 18,520 consumers from more than 20 countries, called “The Truth About Customer Loyalty”. Selim explained the key “pillars” that drive customer loyalty, the importance of personalization compared to the power of your loyalty currency, as well as consumer-led factors such as the power of social media, online reviews and recommendations from friends and influencers in certain markets, particularly in Asia.
We learn some of the key issues, including ongoing frustration around the lack of simplicity, and the reality that most programmes are still more relevant to baby boomers and generation x, rather than the consumers of the future.
We discuss the power of paid loyalty programmes, and the importance of innovation, and for brands to demonstrate a clear purpose, as well as potential for more coalition loyalty programmes and brand partnerships in many markets.
To learn more about this very interesting research from KPMG, you can listen to the full interview – it’s episode #15 on letstalkloyalty.com
1) Lets' Talk Loyalty Episode #15: KPMG Global Report - The Truth About Customer Loyalty
2) The Truth About Customer Loyalty - 2019 edition
#92: The Increasing Importance of Loyalty in a Changing Media Landscape with Epsilon
While marketers all agree that "data is the new oil", there are few brands that seem to be personalising their brand communications effectively - only 7% of customers said they are satisfied with the level of personalisation they receive from brands!
And the challenge to effectively connect with customers is about to get considerably harder, with the news that cookies as the key tool used by digital marketers to date will be phased out by Google in 2022!
Loyalty members, and the data they share, is about to become even more important as THE key strategic asset in any organisation.
Elliott Clayton is Senior Vice President of Media for Epsilon in the UK, and today he shares the challenges presented by "3rd party cookie deprecation" - an explosive industry issue for the future of digital marketing - which has been described as "even bigger than GDPR" and one that loyalty marketers can leverage to ensure increasing support for their programmes.
Elliott explains why it's a great time to work in loyalty marketing, the emergence of loyalty programmes as media owners, as well as other key trends that marketers in advanced markets such as the US are experimenting with to drive connections with customers.
1) Elliott Clayton CLMP - SVP Media UK, Epsilon Conversant
2) Epsilon Conversant
3) Loyalty Academy
#91: British Airways - Summary of Insights from Loyalty Manager Niall Rooney
This episode summarizes my interview with Niall Rooney, Loyalty Manager for British Airways Executive Club, in which we discussed emerging trends in airline loyalty, including the importance of “simplicity”, as well as how customers are demanding more ways to earn Avios points as well as more ways to burn them!
From increasing their partner credit card spend, to doing their online shopping on the Avios eStore, it was really interesting to hear that British Airways had recently increased their reward seat availability, and had begun allowing members to use their Avios on board to buy food and drink as well as to pay for seating and baggage.
Listen to this short summary to learn more about driving loyalty in British Airways and if you want to listen to the full interview, it’s episode #14 on letstalkloyalty.com
1) Let's Talk Loyalty with British Airways Executive Club
2) Niall Rooney, Head of Loyalty, British Airways
3) Simple Flying