Robert Clements, Loylogic’s Lead Consultant, joined us at our Loylogic LIVE event recently to explore one of the biggest opportunities and challenges loyalty program leaders have today: the all-important transition to community driven engagement.

In his presentation, which can be viewed on demand below, Rob discussed how customer engagement has evolved over time and how brands can leverage communities to build a more personal, dynamic and connected experience with their customers. As he says, why build a program when you can build a community?

Key talking points include:

- The definition of community-driven engagement and how it has matured into a viable strategy for most customer-centric organizations.
- The six elements that brands can leverage to build a sense of community.
- Four reasons why brands should invest in community-driven engagement.
- Key steps to building a community, including identifying the right customers, integrating them into the right engagement framework, finding the right incentives, community management, and celebrating the contributions of the community.

To find out how, through embracing community driven engagements, you can build brand new, deep connections and passionate advocates for your brand, press play below.

To talk to Rob in more details about community driven engagement and how to build engagement for your loyalty program, email This email address is being protected from spambots. You need JavaScript enabled to view it..

Robert Clements, Loylogic’s Lead Consultant, joined us at our Loylogic LIVE event recently to explore one of the biggest opportunities and challenges loyalty program leaders have today: the all-important transition to community driven engagement.

In his presentation, which can be viewed on demand below, Rob discussed how customer engagement has evolved over time and how brands can leverage communities to build a more personal, dynamic and connected experience with their customers. As he says, why build a program when you can build a community?

Key talking points include:

- The definition of community-driven engagement and how it has matured into a viable strategy for most customer-centric organizations.
- The six elements that brands can leverage to build a sense of community.
- Four reasons why brands should invest in community-driven engagement.
- Key steps to building a community, including identifying the right customers, integrating them into the right engagement framework, finding the right incentives, community management, and celebrating the contributions of the community.

To find out how, through embracing community driven engagements, you can build brand new, deep connections and passionate advocates for your brand, press play below.

To talk to Rob in more details about community driven engagement and how to build engagement for your loyalty program, email This email address is being protected from spambots. You need JavaScript enabled to view it..

Etihad Guest, the award-winning loyalty programme of Etihad Airways, has extended its partnership with Pointspay in a move that will lead to the first introduction of a groundbreaking new solution to the Middle East region later this year.

The new solution introduces the ability for members to earn and redeem Etihad Guest miles via online retailers, providing value and convenience for members.

By integrating this new solution, Etihad Guest members will be able to seamlessly incorporate the programme into their daily lives, transforming how they earn and redeem their miles across a variety of retail partners within the Etihad Guest ecosystem. This enables them to save money, expand their options for earning and redeeming miles, and accelerate their path to earning rewards such as upgrades and more.

Dominic Hofer, CEO of Pointspay, commented: “We are thrilled to extend our long-term partnership with Etihad Guest and launch our new white label solution. This collaboration represents another significant milestone in Pointspay’s mission to innovate and enhance loyalty programmes globally. Etihad Guest’s dedication to enriching member experiences aligns perfectly with our vision, and we are excited to see the positive impact this will have on both members and retail partners.”

For retailers, the new partnership provides a powerful tool to engage with millions of members, supported by extensive omnichannel marketing and advertising opportunities. Ultimately, this leads to increased customer retention and engagement, and more sales.

Pete Howroyd, Pointspay’s CMO, added: “Pointspay has demonstrated its ability to significantly enhance engagement amongst millions of loyalty program members by connecting them to Pointspay’s trusted network of global shops providing the ability to earn and redeem miles via our payment solution. Through our patented technology, Pointspay gives online shops the ability to grow sales in a unique and targeted way, tapping into previously inaccessible communities of frequent flyer members.”

Mark Potter, Managing Director Etihad Guest, said: "We’re constantly evolving our programme to offer our members a more rewarding experience. In the spirit of innovation in line with Etihad’s core values, we’re pleased to be partnering with Pointspay on this new payment solution, giving our members the chance to earn and pay at online retailers seamlessly using their Etihad Guest Miles.”

Etihad Guest, the award-winning loyalty programme of Etihad Airways, has extended its partnership with Pointspay in a move that will lead to the first introduction of a groundbreaking new solution to the Middle East region later this year.

The new solution introduces the ability for members to earn and redeem Etihad Guest miles via online retailers, providing value and convenience for members.

By integrating this new solution, Etihad Guest members will be able to seamlessly incorporate the programme into their daily lives, transforming how they earn and redeem their miles across a variety of retail partners within the Etihad Guest ecosystem. This enables them to save money, expand their options for earning and redeeming miles, and accelerate their path to earning rewards such as upgrades and more.

Dominic Hofer, CEO of Pointspay, commented: “We are thrilled to extend our long-term partnership with Etihad Guest and launch our new white label solution. This collaboration represents another significant milestone in Pointspay’s mission to innovate and enhance loyalty programmes globally. Etihad Guest’s dedication to enriching member experiences aligns perfectly with our vision, and we are excited to see the positive impact this will have on both members and retail partners.”

For retailers, the new partnership provides a powerful tool to engage with millions of members, supported by extensive omnichannel marketing and advertising opportunities. Ultimately, this leads to increased customer retention and engagement, and more sales.

Pete Howroyd, Pointspay’s CMO, added: “Pointspay has demonstrated its ability to significantly enhance engagement amongst millions of loyalty program members by connecting them to Pointspay’s trusted network of global shops providing the ability to earn and redeem miles via our payment solution. Through our patented technology, Pointspay gives online shops the ability to grow sales in a unique and targeted way, tapping into previously inaccessible communities of frequent flyer members.”

Mark Potter, Managing Director Etihad Guest, said: "We’re constantly evolving our programme to offer our members a more rewarding experience. In the spirit of innovation in line with Etihad’s core values, we’re pleased to be partnering with Pointspay on this new payment solution, giving our members the chance to earn and pay at online retailers seamlessly using their Etihad Guest Miles.”

Continuing our review of the best sessions from our recent Loylogic LIVE event, this time we’re sharing a great conversation all about creating incremental value from an FMCG loyalty program by marketing your community.

In this session, Joël Muller from Nescafé Dolce Gusto PREMIO and Dani Schmidt from Loylogic delve into the world of FMCG loyalty programs and how incremental value can be created, using Nescafé Dolce Gusto’s supremely successful multi-market Premio Loyalty scheme as an example.

Key talking points from the session include:

- The need to partner with brands that are relevant to your target audience. This will increase the value proposition of a program and make it more relevant to members.

- Carefully select brands to partner with. The brands should be a good fit with your brand and target audience, which means understanding your program members is vitally important.

- This isn't about selling member data. You can partner with brands by inviting them into an ecosystem where they can offer their value proposition to members. Members can then decide whether or not they are interested.

- There’s an opportunity to charge brands a fee for access to your target audience. This can be done through a co-funding model where the brand pays for points that are redeemed by members.

The video from the Loylogic LIVE session can be viewed below, or head to Loylogic's YouTube channel hereto view all the session videos from Loylogic LIVE.

To discuss how Loylogic can help you build a new FMCG loyalty program or supercharge your existing one, just like we have for Nescafé Dolce Gusto, click here and we’ll be in touch.

Like this? Then don't miss our podcast featuring Joël and Dani here.

Continuing our review of the best sessions from our recent Loylogic LIVE event, this time we’re sharing a great conversation all about creating incremental value from an FMCG loyalty program by marketing your community.

In this session, Joël Muller from Nescafé Dolce Gusto PREMIO and Dani Schmidt from Loylogic delve into the world of FMCG loyalty programs and how incremental value can be created, using Nescafé Dolce Gusto’s supremely successful multi-market Premio Loyalty scheme as an example.

Key talking points from the session include:

- The need to partner with brands that are relevant to your target audience. This will increase the value proposition of a program and make it more relevant to members.

- Carefully select brands to partner with. The brands should be a good fit with your brand and target audience, which means understanding your program members is vitally important.

- This isn't about selling member data. You can partner with brands by inviting them into an ecosystem where they can offer their value proposition to members. Members can then decide whether or not they are interested.

- There’s an opportunity to charge brands a fee for access to your target audience. This can be done through a co-funding model where the brand pays for points that are redeemed by members.

The video from the Loylogic LIVE session can be viewed below, or head to Loylogic's YouTube channel hereto view all the session videos from Loylogic LIVE.

To discuss how Loylogic can help you build a new FMCG loyalty program or supercharge your existing one, just like we have for Nescafé Dolce Gusto, click here and we’ll be in touch.

Like this? Then don't miss our podcast featuring Joël and Dani here.

One of the most hotly anticipated sessions at Loylogic LIVE 2024, was the discussion that centred around the power of marketplace and how loyalty programs can leverage the Brands2Communities strategy discussed earlier in the event to incentivize engagement.

For this session, Loylogic’s Emma Shakespeare and Ahmad Oneissi delved into the strategy of using incentives to enhance consumer engagement and foster enduring loyalty. The pair used examples from Loylogic’s incentives marketplace to show how a wide-ranging reward catalog can give consumers the power of choice and boost loyalty, while optimizing incentive costs for programs.

Further key talking points from the session included the need for personalization, why data is so important to loyalty program success and the trends that are impacting global marketplace engagement, including brand relationships with communities of loyal customers, sustainability and high customer expectations.

Find out more in our video from Loylogic LIVE here:

To chat with one of the team about how Loylogic’s Brands2Communities approach can boost engagement across your loyalty program, click here.

One of the most hotly anticipated sessions at Loylogic LIVE 2024, was the discussion that centred around the power of marketplace and how loyalty programs can leverage the Brands2Communities strategy discussed earlier in the event to incentivize engagement.

For this session, Loylogic’s Emma Shakespeare and Ahmad Oneissi delved into the strategy of using incentives to enhance consumer engagement and foster enduring loyalty. The pair used examples from Loylogic’s incentives marketplace to show how a wide-ranging reward catalog can give consumers the power of choice and boost loyalty, while optimizing incentive costs for programs.

Further key talking points from the session included the need for personalization, why data is so important to loyalty program success and the trends that are impacting global marketplace engagement, including brand relationships with communities of loyal customers, sustainability and high customer expectations.

Find out more in our video from Loylogic LIVE here:

To chat with one of the team about how Loylogic’s Brands2Communities approach can boost engagement across your loyalty program, click here.

At last month’s Loylogic LIVE event, Loylogic’s CEO, Gabi Kool, opened proceedings by presenting a strategy for loyalty success called Brands2Communities.

In his presentation, Gabi stressed how traditional loyalty programs are becoming too generic, offering one-size-fits-all rewards and relying on easy technological integrations. Instead, Loylogic is working with brands to deliver a more effective approach that focuses on the unique makeup of each loyalty program's community.

Brands2Communities is all about making sure loyalty programs can be more effective by understanding the unique characteristics of their member base and partnering with brands that resonate with those communities.

During the session, which can be viewed on demand here, four key themes emerged:

1. Loyalty programs must understand community DNA

Loyalty program operators must delve deeply into the distinct characteristics of their community segments. This involves recognizing both commonalities and differences among members across various regions and demographics. For example, an Asian airline needs to distinguish between the preferences of its Platinum members in the US, China, Japan, and the Middle East. By doing so, operators can create more relevant and engaging marketing campaigns and brand partnerships.

2. Successful engagement requires segmentation strategies

To effectively understand and segment the community, loyalty leaders should start with basic demographic and behavioral data. These include but are not limited to geographical distribution, tier levels and customer value, engagement metrics, demographic insights that analyze age brackets, income levels, gender distribution, and communication channel preferences, and, of course, redemption behavior. As Gabi says, it’s important to monitor reward redemption patterns to understand member engagement.

3. Creating loyalty program value through brand partnerships

Once a detailed understanding of these segments is achieved, loyalty marketers can position themselves as valuable partners for external brands. These brands are keen to target specific audience segments that align with their own brand values and objectives. For instance, brands known for quality, innovation, customer focus, integrity, or sustainability can be matched with relevant community segments within the loyalty program.

4. Curating relevant content to build loyalty

Loyalty marketers should act as curators, akin to publishers, who tailor content to resonate with their audience. This involves mapping out and understanding the preferences and needs of each segment, categorizing them by strategic importance, and identifying complementary brands and offers. By doing so, they can enhance the member experience and strengthen brand loyalty.

To summarize, Loylogic’s Brands2Communities approach is about deeply understanding the unique DNA of each loyalty program segment and leveraging this insight to foster meaningful brand partnerships and marketing initiatives. This strategy not only enhances member engagement but also positions loyalty programs as critical players in the broader marketing ecosystem.

To chat with one of the team about how Loylogic’s Brands2Communities approach can boost engagement across your loyalty program, click here.

Pointspay has announced that it has integrated with Adyen, a leading financial technology platform renowned for its comprehensive embedded payment capabilities.

The addition of Adyen enhances the experience offered by Pointspay for participating online shops and loyalty programs, adding Pointspay’s embedded loyalty expertise to Adyen’s embedded payments technology in a single solution.

The collaboration comes as Pointspay continues to expand Flying Blue+,the first of its kind MarPay™ solution that enables members of the popular Flying Blue frequent flyer programme in the Netherlands to earn and spend miles in real-time at a wide range of online shops.

By combining Adyen’s embedded payment solution with Pointspay’s embedded loyalty technology, shoppers in the Netherlands can now also pay the cash portion of their Flying Blue+ payments using iDeal – the most popular cash payment method among Dutch online shoppers. This also means participating online shops benefit from faster, automated payouts.

As Pointspay continues to grow, this partnership aims to introduce more local payment methods similar to iDeal in new regions, including an upcoming rollout in France as part of Flying Blue+ and across the Nordics in collaboration with SAS EuroBonus.

Commenting on the partnership, Lansy Joseph, Pointspay’s Chief Product Officer said: “This collaboration between Pointspay and Adyen marks a milestone for both partners as well as the fintech and loyalty sectors overall, bringing together the pioneers of embedded payments and embedded loyalty together in one platform for the very first time! I’m certain our partnership adds value to new merchants we bring on to the platform as well as those already processing with Adyen.”

Emily Speckter, Enterprise Sales Manager at Adyen added: “We are excited to partner with Pointspay on this innovative venture. By integrating our advanced payment solutions with Pointspay’s embedded loyalty platform, we are setting a new standard for seamless and efficient performance marketing in e-commerce.

“This partnership not only enhances the shopping experience for consumers, but also helps merchants tap into the community of loyal frequent flyers, acquire new customers, retain existing customers and increase share of wallet. We look forward to seeing the transformative impact of our combined efforts in the Netherlands and beyond.”

Retailers looking to generate revenue, increase visibility and acquire loyal new customers can click here to find out more.

Pointspay has announced that it has integrated with Adyen, a leading financial technology platform renowned for its comprehensive embedded payment capabilities.

The addition of Adyen enhances the experience offered by Pointspay for participating online shops and loyalty programs, adding Pointspay’s embedded loyalty expertise to Adyen’s embedded payments technology in a single solution.

The collaboration comes as Pointspay continues to expand Flying Blue+,the first of its kind MarPay™ solution that enables members of the popular Flying Blue frequent flyer programme in the Netherlands to earn and spend miles in real-time at a wide range of online shops.

By combining Adyen’s embedded payment solution with Pointspay’s embedded loyalty technology, shoppers in the Netherlands can now also pay the cash portion of their Flying Blue+ payments using iDeal – the most popular cash payment method among Dutch online shoppers. This also means participating online shops benefit from faster, automated payouts.

As Pointspay continues to grow, this partnership aims to introduce more local payment methods similar to iDeal in new regions, including an upcoming rollout in France as part of Flying Blue+ and across the Nordics in collaboration with SAS EuroBonus.

Commenting on the partnership, Lansy Joseph, Pointspay’s Chief Product Officer said: “This collaboration between Pointspay and Adyen marks a milestone for both partners as well as the fintech and loyalty sectors overall, bringing together the pioneers of embedded payments and embedded loyalty together in one platform for the very first time! I’m certain our partnership adds value to new merchants we bring on to the platform as well as those already processing with Adyen.”

Emily Speckter, Enterprise Sales Manager at Adyen added: “We are excited to partner with Pointspay on this innovative venture. By integrating our advanced payment solutions with Pointspay’s embedded loyalty platform, we are setting a new standard for seamless and efficient performance marketing in e-commerce.

“This partnership not only enhances the shopping experience for consumers, but also helps merchants tap into the community of loyal frequent flyers, acquire new customers, retain existing customers and increase share of wallet. We look forward to seeing the transformative impact of our combined efforts in the Netherlands and beyond.”

Retailers looking to generate revenue, increase visibility and acquire loyal new customers can click here to find out more.

In a recent episode of the Loylogic Podcast, executives from Nescafé Dolce Gusto joined us to discuss the development and success of the global PREMIO loyalty program.

The insights shared offer valuable lessons for loyalty program managers looking to create or enhance their own programs. Below are nine key takeaways from the discussion, which can be listened to in full here:

1. Embrace an Omni-Channel Approach

One of the fundamental aspects of PREMIO's success is its true omni-channel concept. For consumer goods brands, especially those that generate a significant portion of their business through indirect retail and wholesale channels, direct access to retail shoppers is crucial. This approach not only increases brand value in a competitive market but also provides invaluable consumer insights.

2. Ensure Scalability

Scalability is a must for multinational and global brands. NDG's use of a cloud-based solution facilitated a scalable architecture, enabling quick rollouts across various markets. For instance, once a market approved its business case, the go-to-market time for PREMIO was less than three months. This rapid deployment is possible only with a scalable ecosystem involving global partners and cloud solutions.

3. Maintain Global Consistency with Local Flexibility

PREMIO is a global concept that offers a consistent user experience across all markets. However, it also incorporates a degree of local flexibility to meet specific market needs. This balance ensures that the program is globally uniform yet locally relevant, which is essential for gaining and maintaining member loyalty. Each market can adapt the reward catalog and marketing strategies to resonate with local consumers.

4. Focus on User-Friendly Experiences

A simple and user-friendly experience is critical for consumer engagement. PREMIO's system allows consumers to easily earn points by scanning codes inside beverage boxes or automatically through connected coffee machines. This simplicity encourages participation and makes the program more attractive to users.

5. Curate an Appealing Rewards Catalog

The reward catalog is a cornerstone of any loyalty program. PREMIO's catalog is carefully curated to include a mix of relevant rewards, from virtual gift cards to kitchen appliances, tailored to each market. This customization ensures that rewards are appealing and attainable, enhancing consumer satisfaction and loyalty. Moreover, offering rewards that align with the brand's DNA and consumer lifestyle, such as coffee-related items, further strengthens the program's relevance.

6. Utilize Data for Personalization and Engagement

Data collection and analysis are pivotal in driving the success of PREMIO. The program gathers extensive data on consumer behavior through QR codes and other interactions, enabling NDG to send personalized messages at the right time. This data-driven approach ensures that communications are relevant and engaging, fostering a deeper connection with consumers. Additionally, local markets can fine-tune the value proposition and marketing activations based on these insights, further enhancing the program's effectiveness.

7. Adapt to Market Conditions

NDG continuously monitors PREMIO's performance in each market, adjusting strategies as needed to ensure a positive return on investment. This adaptability is crucial for maintaining the program's effectiveness and relevance.

8. Incorporate Gamification

To engage lower-value user segments, NDG is exploring gamification elements within PREMIO, such as instant win options and smaller rewards. Gamification can make the program more engaging and fun, encouraging broader participation.

9. Seek Strategic Partnerships

Looking ahead, NDG plans to explore partnerships with other brands to enhance PREMIO's value proposition. Collaborations can offer mutual benefits, extending the reach and appeal of the loyalty program.

The insights from NDG's PREMIO loyalty program underscore the importance of an omni-channel approach, scalability, global consistency with local flexibility, user-friendly experiences, appealing rewards, and data-driven personalization. By incorporating these elements, loyalty program managers can create compelling and effective programs that drive consumer engagement and loyalty.

In a recent episode of the Loylogic Podcast, executives from Nescafé Dolce Gusto joined us to discuss the development and success of the global PREMIO loyalty program.

The insights shared offer valuable lessons for loyalty program managers looking to create or enhance their own programs. Below are nine key takeaways from the discussion, which can be listened to in full here:

1. Embrace an Omni-Channel Approach

One of the fundamental aspects of PREMIO's success is its true omni-channel concept. For consumer goods brands, especially those that generate a significant portion of their business through indirect retail and wholesale channels, direct access to retail shoppers is crucial. This approach not only increases brand value in a competitive market but also provides invaluable consumer insights.

2. Ensure Scalability

Scalability is a must for multinational and global brands. NDG's use of a cloud-based solution facilitated a scalable architecture, enabling quick rollouts across various markets. For instance, once a market approved its business case, the go-to-market time for PREMIO was less than three months. This rapid deployment is possible only with a scalable ecosystem involving global partners and cloud solutions.

3. Maintain Global Consistency with Local Flexibility

PREMIO is a global concept that offers a consistent user experience across all markets. However, it also incorporates a degree of local flexibility to meet specific market needs. This balance ensures that the program is globally uniform yet locally relevant, which is essential for gaining and maintaining member loyalty. Each market can adapt the reward catalog and marketing strategies to resonate with local consumers.

4. Focus on User-Friendly Experiences

A simple and user-friendly experience is critical for consumer engagement. PREMIO's system allows consumers to easily earn points by scanning codes inside beverage boxes or automatically through connected coffee machines. This simplicity encourages participation and makes the program more attractive to users.

5. Curate an Appealing Rewards Catalog

The reward catalog is a cornerstone of any loyalty program. PREMIO's catalog is carefully curated to include a mix of relevant rewards, from virtual gift cards to kitchen appliances, tailored to each market. This customization ensures that rewards are appealing and attainable, enhancing consumer satisfaction and loyalty. Moreover, offering rewards that align with the brand's DNA and consumer lifestyle, such as coffee-related items, further strengthens the program's relevance.

6. Utilize Data for Personalization and Engagement

Data collection and analysis are pivotal in driving the success of PREMIO. The program gathers extensive data on consumer behavior through QR codes and other interactions, enabling NDG to send personalized messages at the right time. This data-driven approach ensures that communications are relevant and engaging, fostering a deeper connection with consumers. Additionally, local markets can fine-tune the value proposition and marketing activations based on these insights, further enhancing the program's effectiveness.

7. Adapt to Market Conditions

NDG continuously monitors PREMIO's performance in each market, adjusting strategies as needed to ensure a positive return on investment. This adaptability is crucial for maintaining the program's effectiveness and relevance.

8. Incorporate Gamification

To engage lower-value user segments, NDG is exploring gamification elements within PREMIO, such as instant win options and smaller rewards. Gamification can make the program more engaging and fun, encouraging broader participation.

9. Seek Strategic Partnerships

Looking ahead, NDG plans to explore partnerships with other brands to enhance PREMIO's value proposition. Collaborations can offer mutual benefits, extending the reach and appeal of the loyalty program.

The insights from NDG's PREMIO loyalty program underscore the importance of an omni-channel approach, scalability, global consistency with local flexibility, user-friendly experiences, appealing rewards, and data-driven personalization. By incorporating these elements, loyalty program managers can create compelling and effective programs that drive consumer engagement and loyalty.

One of Loylogic’s partners, African Bank, is celebrating the success of its innovative rewards program, Audacious Rewards, which was named Best Short Term Loyalty Campaign at the International Loyalty Awards in Dubai last month.

The awards judges praised the synergy between African Bank – The People’s Bank – and the Soweto Marathon, known as ‘The People’s Race’, noting that both originate in Soweto and share a rich heritage of pioneering inclusivity. African Bank’s sponsorship was an ideal opportunity to connect with its customers, market its Audacious Rewards programme, and add value to its members.

Audacious Rewards, which is delivered in partnership with Loylogic, was also shortlisted for the Loyalty Redefined category, highlighting African Bank's success in creating a distinctive rewards experience for all of its customers. Audacious Rewards extends beyond traditional points based programmes, reflecting the bank's dedication to advancing the lives of its customers and enabling them to succeed financially.

Sbusiso Kumalo, Chief Marketing Officer at African Bank commented: "Audacious Rewards takes a bold approach, rewarding those not traditionally served by the financial mainstream. By simply banking with us, customers earn valuable points ('Rewards You Can Count On') that provide real-world benefits.

"Our customers are at the heart of everything we do. Our founders envisioned a bank that would democratise financial services, and Audacious Rewards embodies that vision by offering meaningful rewards and encouraging positive financial habits."

Whole of bank rewards

African Bank customers have the opportunity to join Audacious Rewards for free and immediately start earning points through their daily banking activities using their African Bank debit or credit card or the African Bank app. Through Audacious Rewards, customers can simply earn points for their everyday banking such as using their card, managing their debit orders or having African Bank financial solutions. Customers can enjoy spending their points on airtime, data, electricity, grocery vouchers or convert them to cash.

Since launch of the progamme in February 2023, Audacious Rewards membership has seen significant growth exceeding business targets with over 57 000 members joining in March 2024. Moreover, members of the rewards program demonstrate a significantly higher propensity to take-up other offerings from African Bank.

Notably, rewards members have generated a remarkable 67% increase in revenue over a 12-month period compared to non-rewards members. The Audacious Rewards program goes even further, incentivizing responsible financial behaviour like credit score monitoring with over 50,000 requested credit reports in March 2024 alone.

As African Bank pushes beyond traditional banking models, Audacious Rewards speaks to the Bank's commitment to progress. It's not just about banking; it's about changing and advancing lives, while creating a more inclusive financial ecosystem for all. Loylogic is delighted to be working alongside African Bank, helping to deliver an award-winning loyalty and rewards programme that is transforming lives.

Source: African Bank

One of Loylogic’s partners, African Bank, is celebrating the success of its innovative rewards program, Audacious Rewards, which was named Best Short Term Loyalty Campaign at the International Loyalty Awards in Dubai last month.

The awards judges praised the synergy between African Bank – The People’s Bank – and the Soweto Marathon, known as ‘The People’s Race’, noting that both originate in Soweto and share a rich heritage of pioneering inclusivity. African Bank’s sponsorship was an ideal opportunity to connect with its customers, market its Audacious Rewards programme, and add value to its members.

Audacious Rewards, which is delivered in partnership with Loylogic, was also shortlisted for the Loyalty Redefined category, highlighting African Bank's success in creating a distinctive rewards experience for all of its customers. Audacious Rewards extends beyond traditional points based programmes, reflecting the bank's dedication to advancing the lives of its customers and enabling them to succeed financially.

Sbusiso Kumalo, Chief Marketing Officer at African Bank commented: "Audacious Rewards takes a bold approach, rewarding those not traditionally served by the financial mainstream. By simply banking with us, customers earn valuable points ('Rewards You Can Count On') that provide real-world benefits.

"Our customers are at the heart of everything we do. Our founders envisioned a bank that would democratise financial services, and Audacious Rewards embodies that vision by offering meaningful rewards and encouraging positive financial habits."

Whole of bank rewards

African Bank customers have the opportunity to join Audacious Rewards for free and immediately start earning points through their daily banking activities using their African Bank debit or credit card or the African Bank app. Through Audacious Rewards, customers can simply earn points for their everyday banking such as using their card, managing their debit orders or having African Bank financial solutions. Customers can enjoy spending their points on airtime, data, electricity, grocery vouchers or convert them to cash.

Since launch of the progamme in February 2023, Audacious Rewards membership has seen significant growth exceeding business targets with over 57 000 members joining in March 2024. Moreover, members of the rewards program demonstrate a significantly higher propensity to take-up other offerings from African Bank.

Notably, rewards members have generated a remarkable 67% increase in revenue over a 12-month period compared to non-rewards members. The Audacious Rewards program goes even further, incentivizing responsible financial behaviour like credit score monitoring with over 50,000 requested credit reports in March 2024 alone.

As African Bank pushes beyond traditional banking models, Audacious Rewards speaks to the Bank's commitment to progress. It's not just about banking; it's about changing and advancing lives, while creating a more inclusive financial ecosystem for all. Loylogic is delighted to be working alongside African Bank, helping to deliver an award-winning loyalty and rewards programme that is transforming lives.

Source: African Bank

By Martin Smaerup, Head of Sales, Pointspay

As I discussed in a previous article, airlines possess a captivating product. Whether it's a dream vacation or a successful business trip, each journey creates a lasting memory, one that's quickly followed by the desire to plan the next adventure.

Airline loyalty programs can bring these plans to life, winning the hearts and minds of loyal customers by turning dreams into reality through reward flights. However, the reality for all but the most frequent of flyers or the most dedicated miles or points collectors, is vastly different. Flights to their next dream destination, or a memorable upgrade are so often out of reach, unless parting with hard-earned cash. With this in mind, how do we bridge this gap and make the next flight more rewarding?

At Pointspay, we have the answer in our innovative MarPay™ conceptthat operates at the intersection of marketing, payments and loyalty to redefine engagement, providing an intuitive, real-time experience where consumers can either spend their accrued miles or points or, more commonly, earn more on their everyday purchases.

MarPay™ allows online shops to market directly to consumers with loyalty balances which can help boost average order value and conversion as customers feel more inclined to spend increased amounts when combining their available cash with the stored value of their loyalty points. Designed to seamlessly integrate into the daily lives of loyalty program members, this solution allows program members to earn and spend miles or points effortlessly, through frictionless processes, without the need for multiple cumbersome actions.

"This strategy transforms loyalty programs from occasional interactions into daily relevance, fostering a deeper connection between brands and their customers."

This strategy transforms loyalty programs from occasional interactions into daily relevance, fostering a deeper connection between brands and their customers. It's about activating the everyday, transforming every transaction into an opportunity to get closer to the dream reward. For the consumer, it's a no-brainer – spend as you normally would but earn something extra, something that brings them closer to their next dream vacation.

Crucially, it positions retailers in front of a loyal customer base eager to earn and spend their points. This not only drives repeat business but also enhances the consumer's purchasing power, creating a virtuous cycle of spending and earning. Loyalty programs benefit by activating a broader segment of their membership base, reaching those who may not fly frequently but are eager to engage and earn rewards.

By partnering with leading airlines, such as Air France KLM for their Flying Blue program, Pointspay has launched branded solutions like Flying Blue+, tailor-made to enrich the brand's loyalty experience. This personalized approach ensures that loyalty programs are not just a benefit but an integral part of the member's daily routine.

The further launch of white label Pointspay solutions later this year by loyalty programs including SAS EuroBonus, highlights the compelling appeal of this innovative offering. Its simplicity and intuitive nature make it an attractive option for both seasoned travelers and those new to loyalty programs. By empowering retailers to capitalize on the surge in e-commerce, Pointspay enables loyalty programs to monetize their membership base, creating new avenues for engagement and relevance.

"Pointspay occupies the sweet spot where loyalty programs, members and brands converge to create mutual benefits."

Pointspay occupies the sweet spot where loyalty programs, members and brands converge to create mutual benefits. Through its white-label solution, Pointspay is not just enhancing loyalty programs but is also redefining the way we think about earning and spending in the realm of travel and beyond. The future of loyalty programs lies in making them a part of our everyday lives and Pointspay is leading the charge towards this new horizon.

By Martin Smaerup, Head of Sales, Pointspay

As I discussed in a previous article, airlines possess a captivating product. Whether it's a dream vacation or a successful business trip, each journey creates a lasting memory, one that's quickly followed by the desire to plan the next adventure.

Airline loyalty programs can bring these plans to life, winning the hearts and minds of loyal customers by turning dreams into reality through reward flights. However, the reality for all but the most frequent of flyers or the most dedicated miles or points collectors, is vastly different. Flights to their next dream destination, or a memorable upgrade are so often out of reach, unless parting with hard-earned cash. With this in mind, how do we bridge this gap and make the next flight more rewarding?

At Pointspay, we have the answer in our innovative MarPay™ conceptthat operates at the intersection of marketing, payments and loyalty to redefine engagement, providing an intuitive, real-time experience where consumers can either spend their accrued miles or points or, more commonly, earn more on their everyday purchases.

MarPay™ allows online shops to market directly to consumers with loyalty balances which can help boost average order value and conversion as customers feel more inclined to spend increased amounts when combining their available cash with the stored value of their loyalty points. Designed to seamlessly integrate into the daily lives of loyalty program members, this solution allows program members to earn and spend miles or points effortlessly, through frictionless processes, without the need for multiple cumbersome actions.

"This strategy transforms loyalty programs from occasional interactions into daily relevance, fostering a deeper connection between brands and their customers."

This strategy transforms loyalty programs from occasional interactions into daily relevance, fostering a deeper connection between brands and their customers. It's about activating the everyday, transforming every transaction into an opportunity to get closer to the dream reward. For the consumer, it's a no-brainer – spend as you normally would but earn something extra, something that brings them closer to their next dream vacation.

Crucially, it positions retailers in front of a loyal customer base eager to earn and spend their points. This not only drives repeat business but also enhances the consumer's purchasing power, creating a virtuous cycle of spending and earning. Loyalty programs benefit by activating a broader segment of their membership base, reaching those who may not fly frequently but are eager to engage and earn rewards.

By partnering with leading airlines, such as Air France KLM for their Flying Blue program, Pointspay has launched branded solutions like Flying Blue+, tailor-made to enrich the brand's loyalty experience. This personalized approach ensures that loyalty programs are not just a benefit but an integral part of the member's daily routine.

The further launch of white label Pointspay solutions later this year by loyalty programs including SAS EuroBonus, highlights the compelling appeal of this innovative offering. Its simplicity and intuitive nature make it an attractive option for both seasoned travelers and those new to loyalty programs. By empowering retailers to capitalize on the surge in e-commerce, Pointspay enables loyalty programs to monetize their membership base, creating new avenues for engagement and relevance.

"Pointspay occupies the sweet spot where loyalty programs, members and brands converge to create mutual benefits."

Pointspay occupies the sweet spot where loyalty programs, members and brands converge to create mutual benefits. Through its white-label solution, Pointspay is not just enhancing loyalty programs but is also redefining the way we think about earning and spending in the realm of travel and beyond. The future of loyalty programs lies in making them a part of our everyday lives and Pointspay is leading the charge towards this new horizon.

Loylogic, a global leader in loyalty and rewards engagement, has appointed Amit Bendre as its Chief Operating Officer (COO).

With a remarkable 13-year tenure at Loylogic, Amit has showcased exceptional leadership in pivotal domains such as product management, project management, technology, and operations. His extensive experience uniquely positions him to drive operational efficiency and maintain high client service standards as COO.

Amit's strategic vision aims to streamline operations and optimize efficiency across Loylogic's spectrum. By leveraging talent, refining processes, and embracing automation, he is poised to spearhead Loylogic's ambitious Brands2Communities growth strategy. This strategy seeks to foster direct relationships between 1,000 brands and over 100 million loyalty program members, driving significant revenues for partner brands.

Expressing his enthusiasm for the role, Amit said: "Serving as COO at Loylogic represents the culmination of my professional journey. I am dedicated to leveraging my insights and industry knowledge to cultivate an operationally superior organization known for its innovation, efficiency, and client satisfaction.

"In my capacity as COO, my primary focus is to harmonize teams and optimize the delivery of Loylogic's groundbreaking solutions. Central to our transformation is the adoption of process-driven methodologies, empowering teams with shared expertise and decentralized knowledge."

Gabi Kool, CEO of Loylogic, commended Amit's appointment, highlighting his pivotal role in shaping Loylogic's flagship solutions and his esteemed reputation among clients and colleagues.

"Loylogic remains steadfast in its commitment to delivering unparalleled solutions in the loyalty and rewards domain. Amit's expertise in technology, product development, and operations will fortify our position as industry leaders, driving innovation and excellence."

Loylogic, a global leader in loyalty and rewards engagement, has appointed Amit Bendre as its Chief Operating Officer (COO).

With a remarkable 13-year tenure at Loylogic, Amit has showcased exceptional leadership in pivotal domains such as product management, project management, technology, and operations. His extensive experience uniquely positions him to drive operational efficiency and maintain high client service standards as COO.

Amit's strategic vision aims to streamline operations and optimize efficiency across Loylogic's spectrum. By leveraging talent, refining processes, and embracing automation, he is poised to spearhead Loylogic's ambitious Brands2Communities growth strategy. This strategy seeks to foster direct relationships between 1,000 brands and over 100 million loyalty program members, driving significant revenues for partner brands.

Expressing his enthusiasm for the role, Amit said: "Serving as COO at Loylogic represents the culmination of my professional journey. I am dedicated to leveraging my insights and industry knowledge to cultivate an operationally superior organization known for its innovation, efficiency, and client satisfaction.

"In my capacity as COO, my primary focus is to harmonize teams and optimize the delivery of Loylogic's groundbreaking solutions. Central to our transformation is the adoption of process-driven methodologies, empowering teams with shared expertise and decentralized knowledge."

Gabi Kool, CEO of Loylogic, commended Amit's appointment, highlighting his pivotal role in shaping Loylogic's flagship solutions and his esteemed reputation among clients and colleagues.

"Loylogic remains steadfast in its commitment to delivering unparalleled solutions in the loyalty and rewards domain. Amit's expertise in technology, product development, and operations will fortify our position as industry leaders, driving innovation and excellence."

Consumers across The Netherlands can now benefit from a new way to shop, thanks to the introduction of Flying Blue+, a Pointspay-powered online payment solution launched by Flying Blue, the loyalty programme of Air France and KLM.

Consumers across The Netherlands can now benefit from a new way to shop, thanks to the introduction of Flying Blue+, a Pointspay-powered online payment solution launched by Flying Blue, the loyalty programme of Air France and KLM.

The latest episode of the Loylogic Group Podcast brings together two experts to delve into the evolving landscape of airline and hotel loyalty programs.

The latest episode of the Loylogic Group Podcast brings together two experts to delve into the evolving landscape of airline and hotel loyalty programs.

Pointspay, the innovative global loyalty marketing and payment platform, has appointed Rogier Jacobson as Chief Operating Officer (COO).

Pointspay, the innovative global loyalty marketing and payment platform, has appointed Rogier Jacobson as Chief Operating Officer (COO).

Irish Life and Loylogic have agreed a multi-year extension to their partnership that will see the two organizations further develop the successful MyLife health and wellbeing program.

Irish Life and Loylogic have agreed a multi-year extension to their partnership that will see the two organizations further develop the successful MyLife health and wellbeing program.

Loylogic, the global loyalty and rewards engagement specialist, has appointed Samir Skif as the Head of Ultimate, its all new motivational rewards and recognition currency.

Loylogic, the global loyalty and rewards engagement specialist, has appointed Samir Skif as the Head of Ultimate, its all new motivational rewards and recognition currency.

Nescafé Dolce Gusto multi-beverage system and Loylogic, the global loyalty and rewards engagement technology specialist, have extended their collaboration on the successful PREMIO loyalty program for a further five years.

Nescafé Dolce Gusto multi-beverage system and Loylogic, the global loyalty and rewards engagement technology specialist, have extended their collaboration on the successful PREMIO loyalty program for a further five years.

By Martin Smaerup, Head of Sales, Pointspay 

E-commerce sales continue to surge, with global online retail revenue projected to have reached $6.3 trillion in 2023 and grow to an estimated $8.1 trillion by the end of 2024. What's more, cross-border commerce is expected to grow by 108% between now and to 2028. Yet, the unfortunate truth for so many loyalty programs is that they are missing the opportunity to generate significant revenue from and engage members via e-commerce. In short, the relationship is faltering, but the good news is that it's a love story that can be rewritten.

Much of the problem comes down to the fact that consumer behavior has undergone a seismic shift in recent years. Modern shoppers seek convenience, efficiency and of course a good deal. Who could ignore the opportunity to spend less cash while also collecting points or miles? When they wish to purchase a pair of jeans or the latest iPhone, they navigate straight to a retailer, add the item to their basket, and swiftly proceed to the next thing. On the other hand, loyalty programs still rely on legacy technologies such as tracking, leading to a cumbersome and outdated user journey, necessitating multiple clicks and prompting them to consider loyalty points before the actual purchase.

“In today's fast-paced world, loyalty programs must be ever-present, offering a seamless and real-time experience.”

Due to this fractured user journey, only the most astute and dedicated loyalty program enthusiasts actively seek out extra points or miles. The pursuit of these rewards becomes a niche activity. The treasure hunters for miles are few and far between, and this failure to activate the remaining portion of the loyalty program's user base represents a missed opportunity of huge proportions.

Consumers today also demand immediate gratification. They have no patience for completing a transaction and then waiting weeks to receive their hard-earned points or miles. As a consumer myself, I can attest that I may not recall the transactions I made five weeks ago! In today's fast-paced world, loyalty programs must be ever-present, offering a seamless and real-time experience for consumers when they make online purchases.

Plus, many loyalty programs lean on outdated technology that is now reeling from the impact of the demise of tracking cookies. While some influencers claim to have found alternative solutions, they still rely on some form of transaction tracking, forcing customers to navigate through program websites.

Missed opportunities

So, what are loyalty programs missing out on? The answer of course includes revenue, but it extends much further. They are missing out on engagement opportunities, failing to activate their members in their day-to-day lives. These programs are not effectively integrating into their members' household budgets beyond travel-related expenditures. Loyalty currency must become an integral part of a member's life, fostering a continuous connection with the program.

The knock-on effect of this lack of engagement translates to a diminished focus on conquering the e-commerce market, as programs neglect the necessary marketing efforts.

The question remains: How much revenue are loyalty programs missing out on? The answer varies depending on consumer behavior and market dynamics. Over time, Pointspay aspires to capture a significant percentage of the total amount a member spends online. In Europe, this can amount to over €3,000 per member, while in the US this figure rises to $3,500 . And, let's not forget, frequent flyers are THE heavy shoppers, spending some five to seven times more on their credit cards than average consumers in their respective countries.

By ensuring that members earn miles or points on a significant proportion of their online spending, programs can multiply these benefits across their active member base. This discussion primarily focuses on active members, but there's significant untapped potential to activate those who engage with a program infrequently, perhaps only when booking their annual summer holiday. By encouraging them to integrate their household budget into everyday shopping throughout the year, programs can expand their pool of active members, unlocking substantial growth potential.

Building a loyal relationship

So, what can be done to optimize the situation? First and foremost, loyalty programs must position themselves where the consumers are—right at the retailer's doorstep. It has to be effortless and intuitive for consumers to capitalize on what could ultimately be a significant advantage offered by the program. Programs should align with users' natural behavior, motivating and rewarding them through real-time earning in their preferred currency or spending, creating a seamless, user-centric experience.

Real-time engagement is the linchpin. As previously mentioned, consumers will not tolerate delays. They conclude transactions swiftly and move on to the next. By seamlessly integrating real-time accruals with user-friendliness, programs can effectively engage and activate individuals in their everyday lives.

“Pointspay believes that a fully branded program is the way forward. Such branding is not only recognizable to program members but also intuitive for them to utilize.”

Are we at a juncture where a fundamental shift in mindset is required among program owners? Absolutely. The online realm demands a complete shift in perspective regarding what a solution should entail.

Pointspay believes that a fully-branded program is the way forward, providing programs with the opportunity to launch their own, instantly recognizable marketing and payment solution. Such a solution works, as program members understand the essence behind the brand. Of course, this brand needs to be effectively communicated to retailers to encourage the adoption of the payment solution it represents, providing multiple opportunities to engage with both active and dormant members. With a robust business case and a solid partnership in place, substantial revenues can be generated, even in the initial stages of implementing such a solution.

Everyday engagement

If we think specifically about airlines, this shift must coincide with an understanding of the changing behavior of frequent flyers post-pandemic. Virtual meetings and remote collaborations through platforms like Teams, Zoom, and Google Meet have reduced the need for physical meetings and, consequently, travel. As a result, airlines must explore alternative ways to sell miles or points.

Airlines possess a captivating product. Every trip, whether it's a dream vacation or a successful business excursion, leaves a lasting memory. After returning from a vacation, the next day often marks the beginning of planning the next adventure. Airlines can play a pivotal role in nurturing these dreams by contributing to them throughout the year, not just during specific trips. Real-time earning can make programs relevant every day, transforming them from sporadic engagements to daily experiences.

This shift represents the key to mending the fractured love story between loyalty programs and consumers, ultimately building a profound and enduring relationship.

By Martin Smaerup, Head of Sales, Pointspay 

E-commerce sales continue to surge, with global online retail revenue projected to have reached $6.3 trillion in 2023 and grow to an estimated $8.1 trillion by the end of 2024. What's more, cross-border commerce is expected to grow by 108% between now and to 2028. Yet, the unfortunate truth for so many loyalty programs is that they are missing the opportunity to generate significant revenue from and engage members via e-commerce. In short, the relationship is faltering, but the good news is that it's a love story that can be rewritten.

Much of the problem comes down to the fact that consumer behavior has undergone a seismic shift in recent years. Modern shoppers seek convenience, efficiency and of course a good deal. Who could ignore the opportunity to spend less cash while also collecting points or miles? When they wish to purchase a pair of jeans or the latest iPhone, they navigate straight to a retailer, add the item to their basket, and swiftly proceed to the next thing. On the other hand, loyalty programs still rely on legacy technologies such as tracking, leading to a cumbersome and outdated user journey, necessitating multiple clicks and prompting them to consider loyalty points before the actual purchase.

“In today's fast-paced world, loyalty programs must be ever-present, offering a seamless and real-time experience.”

Due to this fractured user journey, only the most astute and dedicated loyalty program enthusiasts actively seek out extra points or miles. The pursuit of these rewards becomes a niche activity. The treasure hunters for miles are few and far between, and this failure to activate the remaining portion of the loyalty program's user base represents a missed opportunity of huge proportions.

Consumers today also demand immediate gratification. They have no patience for completing a transaction and then waiting weeks to receive their hard-earned points or miles. As a consumer myself, I can attest that I may not recall the transactions I made five weeks ago! In today's fast-paced world, loyalty programs must be ever-present, offering a seamless and real-time experience for consumers when they make online purchases.

Plus, many loyalty programs lean on outdated technology that is now reeling from the impact of the demise of tracking cookies. While some influencers claim to have found alternative solutions, they still rely on some form of transaction tracking, forcing customers to navigate through program websites.

Missed opportunities

So, what are loyalty programs missing out on? The answer of course includes revenue, but it extends much further. They are missing out on engagement opportunities, failing to activate their members in their day-to-day lives. These programs are not effectively integrating into their members' household budgets beyond travel-related expenditures. Loyalty currency must become an integral part of a member's life, fostering a continuous connection with the program.

The knock-on effect of this lack of engagement translates to a diminished focus on conquering the e-commerce market, as programs neglect the necessary marketing efforts.

The question remains: How much revenue are loyalty programs missing out on? The answer varies depending on consumer behavior and market dynamics. Over time, Pointspay aspires to capture a significant percentage of the total amount a member spends online. In Europe, this can amount to over €3,000 per member, while in the US this figure rises to $3,500 . And, let's not forget, frequent flyers are THE heavy shoppers, spending some five to seven times more on their credit cards than average consumers in their respective countries.

By ensuring that members earn miles or points on a significant proportion of their online spending, programs can multiply these benefits across their active member base. This discussion primarily focuses on active members, but there's significant untapped potential to activate those who engage with a program infrequently, perhaps only when booking their annual summer holiday. By encouraging them to integrate their household budget into everyday shopping throughout the year, programs can expand their pool of active members, unlocking substantial growth potential.

Building a loyal relationship

So, what can be done to optimize the situation? First and foremost, loyalty programs must position themselves where the consumers are—right at the retailer's doorstep. It has to be effortless and intuitive for consumers to capitalize on what could ultimately be a significant advantage offered by the program. Programs should align with users' natural behavior, motivating and rewarding them through real-time earning in their preferred currency or spending, creating a seamless, user-centric experience.

Real-time engagement is the linchpin. As previously mentioned, consumers will not tolerate delays. They conclude transactions swiftly and move on to the next. By seamlessly integrating real-time accruals with user-friendliness, programs can effectively engage and activate individuals in their everyday lives.

“Pointspay believes that a fully branded program is the way forward. Such branding is not only recognizable to program members but also intuitive for them to utilize.”

Are we at a juncture where a fundamental shift in mindset is required among program owners? Absolutely. The online realm demands a complete shift in perspective regarding what a solution should entail.

Pointspay believes that a fully-branded program is the way forward, providing programs with the opportunity to launch their own, instantly recognizable marketing and payment solution. Such a solution works, as program members understand the essence behind the brand. Of course, this brand needs to be effectively communicated to retailers to encourage the adoption of the payment solution it represents, providing multiple opportunities to engage with both active and dormant members. With a robust business case and a solid partnership in place, substantial revenues can be generated, even in the initial stages of implementing such a solution.

Everyday engagement

If we think specifically about airlines, this shift must coincide with an understanding of the changing behavior of frequent flyers post-pandemic. Virtual meetings and remote collaborations through platforms like Teams, Zoom, and Google Meet have reduced the need for physical meetings and, consequently, travel. As a result, airlines must explore alternative ways to sell miles or points.

Airlines possess a captivating product. Every trip, whether it's a dream vacation or a successful business excursion, leaves a lasting memory. After returning from a vacation, the next day often marks the beginning of planning the next adventure. Airlines can play a pivotal role in nurturing these dreams by contributing to them throughout the year, not just during specific trips. Real-time earning can make programs relevant every day, transforming them from sporadic engagements to daily experiences.

This shift represents the key to mending the fractured love story between loyalty programs and consumers, ultimately building a profound and enduring relationship.

We find out how African Bank’s Audacious Rewards program is incentivizing positive financial behavior for all customers.

For a recent episode of the Loylogic Podcast, Olivier Martinet, CEO of Posidonia Consulting and former Vice President of Marketing at BP, joined us to discuss the future of large-scale fuel and mobility rewards programs.

The conversation focused on the evolution of loyalty strategies in the fuel industry, driven by digitalization, the shift towards electric vehicles, and the transformation of fuel companies into energy providers and mobility hubs, and much more.

To listen to the podcast in full, simply click below. Six key route markers that will help loyalty programs navigate the changing fuel loyalty landscape can be found below.

1. There’s no one-size-fits-all approach: Olivier challenged the notion of a universal best-in-class fuel rewards program, emphasizing that success is highly dependent on the alignment between the program, company strategy, and readiness for implementation. He did, however, introduce four pillars that loyalty program owners should consider that will drive success, namely: ease of participation, relevance, personalization, and profitability. By focusing on these four elements, companies can find the right balance between customer advantage and strategic adaptability.

2. Loyalty strategies need to be tailored to company size and scope: The level of focus on the four pillars needs to vary depending on the company's size and global reach. For example, larger organizations tend to have a greater need to balance customer advantage and brand consistency, reflecting a more comprehensive approach to loyalty programs that considers both local and global factors.

3. The shift to electric vehicles will have a profound impact on loyalty: Olivier highlighted the impact of the increasing adoption of electric vehicles on how customers interact with brands – and therefore loyalty. Consumer interaction will change and loyalty programs must adapt to this new behavior.

4. Fuel companies transforming into energy providers: Major fuel companies are repositioning themselves as energy providers, with collaborations and investments in alternative energy sources already underway. This shift suggests a future of potential joint ventures and partnerships, reflecting a broader transformation within the energy sector. This needs to be factored into thinking around loyalty and how both earn and burn of points or miles happens.

5. Extended dwell times and mobility hubs: The rise of ‘mobility hubs’ is impacting loyalty offers. Longer customer dwell times due to electric vehicle charging present new challenges and opportunities for loyalty programs. Companies need to rethink their strategies to engage customers during extended on-site interactions and integrate these experiences with home charging behavior.

6. Personalization beyond marketing: All loyalty programs, regardless of sector, should go beyond marketing and engage in strategic decision-making. Olivier emphasized the wider range of use cases that arise from privileged customer data, including category management, pricing policies and assortment range. As a result, loyalty schemes should be considered as long-term strategic tools that have a seat at the boardroom table.

In conclusion, the future of fuel rewards programs is dynamic and requires companies to adapt to digitalization, changing consumer behaviors, and the broader energy landscape. Success lies in a personalized and adaptable approach that considers both customer needs and long-term strategic goals. As fuel companies transition into energy providers, collaboration and innovative loyalty strategies will play a crucial role in shaping the industry's future.

For a recent episode of the Loylogic Podcast, Olivier Martinet, CEO of Posidonia Consulting and former Vice President of Marketing at BP, joined us to discuss the future of large-scale fuel and mobility rewards programs.

The conversation focused on the evolution of loyalty strategies in the fuel industry, driven by digitalization, the shift towards electric vehicles, and the transformation of fuel companies into energy providers and mobility hubs, and much more.

To listen to the podcast in full, simply click below. Six key route markers that will help loyalty programs navigate the changing fuel loyalty landscape can be found below.

1. There’s no one-size-fits-all approach: Olivier challenged the notion of a universal best-in-class fuel rewards program, emphasizing that success is highly dependent on the alignment between the program, company strategy, and readiness for implementation. He did, however, introduce four pillars that loyalty program owners should consider that will drive success, namely: ease of participation, relevance, personalization, and profitability. By focusing on these four elements, companies can find the right balance between customer advantage and strategic adaptability.

2. Loyalty strategies need to be tailored to company size and scope: The level of focus on the four pillars needs to vary depending on the company's size and global reach. For example, larger organizations tend to have a greater need to balance customer advantage and brand consistency, reflecting a more comprehensive approach to loyalty programs that considers both local and global factors.

3. The shift to electric vehicles will have a profound impact on loyalty: Olivier highlighted the impact of the increasing adoption of electric vehicles on how customers interact with brands – and therefore loyalty. Consumer interaction will change and loyalty programs must adapt to this new behavior.

4. Fuel companies transforming into energy providers: Major fuel companies are repositioning themselves as energy providers, with collaborations and investments in alternative energy sources already underway. This shift suggests a future of potential joint ventures and partnerships, reflecting a broader transformation within the energy sector. This needs to be factored into thinking around loyalty and how both earn and burn of points or miles happens.

5. Extended dwell times and mobility hubs: The rise of ‘mobility hubs’ is impacting loyalty offers. Longer customer dwell times due to electric vehicle charging present new challenges and opportunities for loyalty programs. Companies need to rethink their strategies to engage customers during extended on-site interactions and integrate these experiences with home charging behavior.

6. Personalization beyond marketing: All loyalty programs, regardless of sector, should go beyond marketing and engage in strategic decision-making. Olivier emphasized the wider range of use cases that arise from privileged customer data, including category management, pricing policies and assortment range. As a result, loyalty schemes should be considered as long-term strategic tools that have a seat at the boardroom table.

In conclusion, the future of fuel rewards programs is dynamic and requires companies to adapt to digitalization, changing consumer behaviors, and the broader energy landscape. Success lies in a personalized and adaptable approach that considers both customer needs and long-term strategic goals. As fuel companies transition into energy providers, collaboration and innovative loyalty strategies will play a crucial role in shaping the industry's future.

Loyalty marketing and payment platform introduces a convenient way for SAS EuroBonus members to seamlessly collect and spend EuroBonus Points during their everyday shopping experiences.

Loyalty marketing and payment platform introduces a convenient way for SAS EuroBonus members to seamlessly collect and spend EuroBonus Points during their everyday shopping experiences.

Join us for the latest episode of the Loylogic Podcast as we explore airBaltic's pioneering entry into Web3 with NFTs in their airBaltic Club loyalty program.

Join us for the latest episode of the Loylogic Podcast as we explore airBaltic's pioneering entry into Web3 with NFTs in their airBaltic Club loyalty program.

What’s fueling the future of large scale fuel rewards programs?

For this episode of the Loylogic Podcast, Olivier Martinet, CEO of Posidonia Consulting and former Vice President of marketing at BP, joins us to discuss fuel loyalty programs and what’s driving any rethinking of customer retention, revenue generation and incentivized engagement strategies.

In this discussion, Olivier emphasizes the importance of tailoring fuel rewards propositions to fit each company's strategy and customer engagement capabilities. Key talking points include:

- Instead of searching for a universal best-in-class program, he suggests evaluating programs based on four lenses: ease to participate, relevance, personalization, and profitability.

- The level of focus on these lenses varies based on the company size and scope, with global organizations showing a greater inclination towards balancing customer advantage and brand consistency.

- How the increasing digitalization and shift towards electric vehicles in the fuel industry are driving organizations to rethink their loyalty strategies, recognizing that a loyalty scheme is not just a marketing tool but also a privileged data provider for long-term strategic adaptation.

- Why, as the industry moves towards becoming energy providers, the evolving landscape of mobility hubs and electric vehicles will impact loyalty offers, requiring companies to adjust to longer customer dwell times and the integration of home charging behavior.

- Why major fuel companies are indeed repositioning themselves as energy providers, and collaborations with other energy companies and investments in alternative energy sources are already taking place, signifying a shift towards a future of potential joint ventures and partnerships.

- Why loyalty program owners should keep earn simple but creative with the burn side, with the differentiator coming in terms of personalization, and how customer data is handled.

To hear Olivier’s thoughts on these topics and much more, listen using the link below, or read on for the full transcript.

(1:27) Olivier, in your opinion, what are currently the best in class fuel rewards propositions around the world? And what is setting them apart?

Olivier Martinet: "That's a good question. And maybe I won't answer that directly, because at the end of the day, there's one thing I really don't believe in is that there's a best in class program. Basically, all programs, or success of a program, is very much dependant on the fit between the program as it is with the company, the company strategy, but also the readiness of a company to be using it. To some extent, the best in class aspect is having the right program for the company, for the company's targets and what that company is able to do with engaging customers. Okay, so it's probably not directly answering your question, but I guess it's a key feature of the thinking and how I've been approaching loyalty schemes for about 30 years."

(2:28) So your approach there is very much steering away from a one-size-fits-all strategy and instead looking at a case-by-case basis?

Olivier: "Yes, absolutely. The KPIs I'm looking into, to decide what is where we should go. The first one is around ease to participate. And when I'm saying this, it's ease to participate on both sides, from the consumer angle, but also from a retailer or partner point of view.

"The second one, the second lens is on the relevance. How relevant is a program as a consumer on the receiving end, but also how relevant is this program to my strategy to be engaging customers going forward?

"The third lens is personalization. And when I'm saying personalization, what is the right level of personalization? And are we talking to groups? Are we talking to a segment of one? And this is very highly dependant on the capabilities you have as a company, in terms of what you are going to be doing with the data? How are you going to be engaging the customers? How far have you gone on the digitalization journey? And how smart are you with analyzing the data of your customer base.

"The last dimension I'm looking into is the profitability. When saying this I'm more thinking of financial sustainability of the scheme, because one thing is, you are not as a company entering into loyalty for the next two weeks, this is for the long run, so you bloody need to make sure that you can sustain this financially in the long run, and not going to be forced to deceive your customers, you know, 5/6/7 years down the road by decreasing the advantage you've been giving them.

"These are four lenses, I'm always looking into to try to find the right balance between customer advantage and what the company or my clients can do with that scheme and how far we can push the personalization journey."

(4:27) How common is it that you come across an organization, a brand company, whatever you want to call it, that shares that vision that that is able to look at its loyalty and rewards through those same lenses?

Olivier: "To some extent, it depends on the company you're talking to. If you're talking about a company who is in one market, covering one, it's very infrequent that you would be looking into these four lenses because basically very often, you find those really focusing on how relevant the offer can be for customers and how much digitalization you can put in your system. But, if you start getting into some other companies who are managing schemes across the globe, 20 different countries, or more four or five different continents, that's where often you can find some of this approach. This was where you need to balance how much you're giving to customers, to your targets, in terms of personalization, but also managing some kind of consistency in the approach for your brand."

(5:43) My logical next question there is, you've got these four lenses, and what challenges are rewards loyalty program owners facing? What's driving any rethinks of the strategy? And how are people going to regard and look at their loyalty programs?

Olivier: "Very often, what is forcing the rethinking is the digitalization of it, coming in with a mobile application and then kind of suddenly saying, here is the 'ta-da' moment for customers. You start realizing that to be getting there, you need to be upgrading your IT, you need to be making sure you're going to be dealing with your consumer data. What are you going to be doing it? And what is the analytical solution you're going to be applying to it? And then, what are the use cases you're going to be applying to it?

"Very often, what I see is that companies would go through part of his process, and we'll start getting into, "Okay, my use case for this, obviously, is I need to talk to my customers, I'm going to be communicating to my customers, because that's a marketing tool, I need to do this". Very often, what I see missing is that comms or marketing, even on a segment of one, is only one part of a value, which a loyalty scheme can generate. The number of use cases which can come from the data arising from your privileged customer base is much wider. And it can go into various strategic things like category management, if you're a retailer, what are your pricing policies, where are you going to be investing, what is the range of your assortment you're going to be offering to customers in what sites etc etc., which are much, I would say, wider use cases, than only looking at the marketing side.

"Obviously the marketing side, to some extent, is the bread and butter, because that is what makes sure your customer base keeps coming back, keeps generating the income, but also keeps generating the data you're after. A loyalty scheme is not only a marketing tool, it's also a privileged data provider for companies to be adapting their strategy in the long term."

(8:31) So it's fair to say that it is more than marketing?

Olivier: Yeah, absolutely. As anyone who has known me for some time will know, I always say that your loyalty scheme shouldn't be left only to loyalty managers. It should be sitting on a boardroom table. It's where we honestly should be sitting, not so much the engagement or marketing part, but for all of the rest, which is getting into the long term benefits of launching and participating into a loyalty scheme."

(9:06) One question I've got to ask you, given we're talking about fuel, is where does the shift to electric vehicles come into play?

Olivier: "I guess it's an indirect impact. The shift to EVs is a strategic shift for fuel retail, for networks, and we see, not all, but most of the companies working on shifting on moving away from being a fuel or let's say a fuel provider, to becoming an energy provider. So that's a fundamental strategic shift, which is happening to most of the fuel retailers. To some extent, that's the driver. That means, though, that there is going to be some adaptation required to the loyalty, so it's more of a consequence of the strategic shift, which needs to happen and obviously will need to be impacting via schemes at some point in future."

(10:06) Okay, so in London, as in many other cities around the world, we're seeing the creation of mobility hubs that are about more than fuel. It's about enjoying time out of good cup of coffee and maybe do some shopping. So how is that impacting fuel loyalty?

Olivier: "It will impact the overall offer to the consumer, so it will need to impact loyalty. Basically, there's a fundamental shift here, which is to say, in the past, you had customers coming to fill up with a get me in, get me out as quickly as possible, and by the way, as cheaply as possible, attitude. And if on my way, in and out, you can sell some other stuff, you know, being impulse items, coffee, fine.

"There are two ways which I would say the EV will impact loyalty. The first one is, it will force customers to stay longer on the forecourt, because there's a charging time, which means it's less of loyalty. You then get into how, I can make sure as a customer when I'm getting to a site, I will be able to charge, I will be able to get some coffee or make sure that the 10/15/20 minutes I'm going to be there are also going to be very valuable. That's one thing.

"The second thing is, how does this relate to me charging my EV when I'm home, because at the end of the day, for an EV to be financially attractive to customers, one of the big underlying thing is that a big share of the charging should happen at your own house. And to some extent, that's where the impact of loyalty schemes is going. How do you deal with customers staying longer on the forecourt? Then, what is the kind of behavior you want to reward? And the second thing is, how do you relate that on-site interaction with what is happening when customers are filling up at home?”

(12:09) Do you therefore see fuel companies becoming energy companies?

Olivier: "So that's what they are claiming. Look into what BP or Shell are claiming, Total is doing the same thing. They are very much claiming to be a future energy company, energy provider for mobility.

(12:29) Is there a case there that we'll see more collaboration between fuel companies and other energy providers?

Olivier: "You can see already things happening. You can see already partnerships happening between electric companies, oil companies, energy companies. You can see also that BP and Shell and Total are investing highly in alternative energy, be it solar, wind, etc, etc. And to some extent that's something which is already happening. Whether then you are going to see some of the big companies joining up in future in the long term, probably yes. Is it happening? Is it going to happen in the short term? Honestly, I have no clue. I would suspect not. Because you still have the weight of the oil production and distribution, which is still driving significant value for shareholders. So it's not in the short term. But in the long term. You know, probably yes. That's me guessing, you know, it's probably more for an evening, you know, a beer conversation!"

(13:41) If only we knew Olivier will be richer than we are now! Does this changing landscape of loyalty, and you've touched on it a little bit earlier, does it require more personalization of rewards now, as well as greater choice of rewards?

Olivier: "There's a long term trend anyway, which is for hyper personalization or on getting to segment of one. And obviously, you know, digitalization is forcing this into a conversation. So, yes, you're aware, but at the same time, there is also a very clear thing to say, don't make it too complicated for customers. So, probably, if you're on your earn side, you know, keep it as simple as possible, make it very understandable for customers. You don't need to start creating tiers to achieve something, which only complicates the conversation.

"Probably focus more on the burn part, on giving a wide choice of options for customers. And that's where, to some extent, the attractiveness of a scheme is happening. How big is the choice? To some extent, give the customer the choice of how they want to burn and don't force them to do it in a limited way.

"Talking about the key features of a scheme, that's probably where I would focus. On top of burning, how much more are you offering to customers? If you're part of a loyalty scheme, your customer journey on site is going to be much more simplified, you have privileged access to a cashier, quick in and out. Starbucks is one of these examples. Money can't buy experiences, etc, etc. Earn and burn being the traditional thing, but how much more can you personalize to the customer's aspirational lifestyle, in terms of getting rewarded or getting some kind of benefits or recognition of participating into a scheme?”

(15:57) Does that then also bring into play the possibility for programs to look at profit margins use innovative ways to burn points through raffles, the play model, etc?

Olivier: "To some extent, the worst thing for a loyalty scheme is to have customers sitting on a big amount of points, or value or currency, whatever it is, basically, and not being very clear about what we're going to be doing with it. That's, to some extent, the worst of what you can do. And therefore, you know, there is always a balance to be done in terms of, yes, obviously, I need as a brand to have part of my customers come back to me to get rewarded, which needs options for the customers in terms of freedom of burning, or using the currency. And that's where you will have some customers say, you know, absolutely, to have a partnership with a supermarket. Others will say yeah, you know, I love gamification, while some of us say, I want to pick from my computer the reward I've been always dreaming and want this to be delivered to my home. You have all of these options, which needs to be offered to the consumers."

(17:37) So coming back to the whole development of thinking around electric vehicles, are there any regions or brands that you think could go first in this transition, or any leading the way?

Olivier: "It's the usual suspects, obviously, you're going to have Europe, UK, parts of the US, because to some extent, legislation is forcing the OEMs to electrify cars. Basically, if you're talking about, by 2035, to only sell electric cars, for example, which is, you know, part of what we've seen in UK or in Europe, this means that adaptation will need to happen quickly. I would say, look into wherever legislation is pushing the most. And then you will very quickly find where this EV shift will impact the market."

(18:34) So wrapping things up, what are the key takeaways for from this conversation for anybody involved in fuel loyalty, looking to adapt to current trends? And what recommendations can you give to those looking to set up new loyalty rewards engagement programs in this changing landscape?

Olivier: "Three things. The first one is make it simple for your customer base to participate, you're only one out of X number of schemes in the market. So make it simple for them, because we shouldn't be spending the next 25 hours reading into what can I get out of it, understanding it.

"The second thing is make it attractive to customers. And when I'm saying attractive, it's probably not so much on your own. It's more of a Burnside make it relevant to him. But these are hygiene factors.”

"The differentiator will come in terms of personalization, and how you're dealing with consumer data, what you're going to be doing with consumer data, that's probably wherever focus should be. This means quite a dramatic shift in terms of teams capability in terms of data analytics. How do you make decisions? That's where the value is going to be going forward."

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