PODCAST

Let's Talk Loyalty

Paula Thomas

“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals. If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

#231: Building Your Program's Profitability - Loyalty's Hidden Potential
Jun 2 2022
#231: Building Your Program's Profitability - Loyalty's Hidden Potential
Sonder Media is a consulting firm that specializes in identifying, valuing, and optimizing the media value of loyalty programs, and in today’s episode, Jonathan Hopkins and Angus Frazer, co-founders of Sonder Media, share their expertise and insights on this high margin opportunity. We discussed the power and potential profitability of using the unique assets, permissions and insights from your loyalty program as a media business, an increasingly popular idea being considered by program owners in order to increase their returns on their loyalty program investment. Join us for a discussion about both the challenges and the potential of this big idea, and how you can explore building a media business in a way that continues to meet the needs of your members and your brand and potentially also with advertising partners.  Show notes: Sonder MediaJonathan HopkinsAngus Frazer Time Stamps: 02:46 - Favorite Loyalty Program 05:12 - How does owned media can measure and obviously increase the return on investment of loyalty programs. 11:38 - How to Identify  the best way to monetize owned media without compromising core business objectives 14:41 - What are the particular loyalty programs or sectors and categories that are working for this opportunity with owned media? 18:30 - Brands Sonder Media worked with 20:35 - Understanding the Value of Owned Media 25:12 - What other types of opportunities for value and attention should we consider? 27:20 - The Opportunity of Brands for Media
#228: Loyalty Insights from IAG Loyalty
May 26 2022
#228: Loyalty Insights from IAG Loyalty
The International Airline Group is one of the world's largest airline groups, formed by the merger of British Airways and the Spanish Airline Iberia. Prior to the COVID-19 pandemic, it flew to 279 destinations and carried approximately 118 million passengers per year. IAG created a new unified loyalty currency called Avios, as well as a dedicated loyalty division that has been operating in various forms for over 30 years. In this episode, we are joined by the Chief Product Officer of IAG Loyalty, Stephen Scott as we look at some of the big ideas that are engaging members right now, how they are evolving how they earn and spend their Avios, such as card linking and e-commerce, before moving on to emerging concepts that we're all starting to think about, such as NFTs. Stephen explains how the pandemic impacted customers all over the world and changed their behaviour and use of technology and how IAG Loyalty has focused on achieving a complete digital transformation to support them. There’s much more on the way as IAG Loyalty continues to expand. Listen to this conversation and learn what the future holds for the loyalty division of the International Airlines Group. Show Notes: The International Airlines Group (IAG)Stephen ScottAvios Time Stamps: 02:42 - Stephen Scott’s Favorite Loyalty Program 06:43 - Consumer's Behavior of loyalty currency with e-stores 12:16 - Avios Card Linking Proposition 13: 57 - Brands with card linking 15:39 - Where is the IAG Loyalty at now? 22:41 - Scott’s Experience with Digital Transformation 25:31 - Avios Digital Transformation journey 28:42 - Cultural Challenge 31:30 - Does the pandemic accelerate the digital transformation? 33:08 - IAG: Hangar 51 insight 36:39 - NFTs in the world of Loyalty