The ELA™ - Europe's Loyalty Association

Customers love promotions. They’re also one of the most powerful levers in marketing — shaping two of the four Ps, serving as the most direct activation for cost-conscious consumers, and running through virtually every major marketing discipline. Yet, for all their prevalence, promotions are also the single most costly activity in marketing, with an estimated …

Beyond Discounts: Introducing creative currencies in promotions by Talon.One Read More »

Global study finds consumers are more ready for AI, more willing to share data, and more motivated by recognition and shared values than many brands realize ST. PETERSBURG, Fla., June 23, 2026— Kobie, a global leader in loyalty technology and services, today released its 2026 Heart of Loyalty Report, which surveyed both consumers and practitioners, …

Kobie 2026 Heart of Loyalty Report Reveals Growing Gap Between Consumer Expectations and Brand Loyalty Strategies Read More »

By Phil Livingstone, Ex Head of Marketing and Communications, Affinity Water, UK Whatever your marketing budget is, there’s a reasonable chance a significant chunk of it is being measured by data you privately know isn’t reliable. Not because the strategy is wrong. Because the data behind it is broken. It has been for longer than …

How Tesco Built The Most Valuable Data Asset In British Retail and What Every Marketer Can Learn From It Read More »

Every loyalty conference claims to have the answers. TBH Loyalty™ Amsterdam is built around a different idea and Might Be the Most Honest Loyalty Event You’ll Attend This Year On 6-7 October, loyalty, CRM, customer engagement and retention leaders from some of Europe’s most influential brands will gather in Amsterdam to explore what actually drives people …

Why TBH Loyalty™ Amsterdam Might Be the Most Honest Loyalty Event You’ll Attend This Year Read More »

If there was one thing that became clear during our latest ELA™ Loyalty Brunch, it’s that loyalty and CRM professionals aren’t debating whether AI matters anymore. That conversation is over.  The real conversation is what happens next. Bringing together loyalty, CRM and marketing leaders from organisations across Europe, including Rituals, FedEx, A.S. Watson, The Times …

Loyalty Brunch: AI in Marketing: Everyone’s Talking About It. Nobody Has Cracked It. Yet. Read More »

84% Admit They’re Still Not Doing The Real Thing Personalisation has become one of the most talked-about topics in loyalty, CRM and customer engagement. It’s featured in strategy decks, conference presentations and technology roadmaps for years. But how close are organisations to actually delivering it? That was the question explored during the latest ELA™ Loyalty …

Loyalty Brunch – Personalisation: Dream vs Reality Read More »

Loyalty program enrolment is tightening. Active engagement is steady. AI and agentic commerce hit a trust nerve. Results from the 14th edition of the annual Australian customer loyalty and loyalty program research study, For Love or MoneyTM 2026, reveals market penetration of programs remains high with 93% of Australian consumers indicating they are a member …

For Love or Money 2026 – Impact Edition Read More »

I was getting my usual haircut earlier this month when the conversation turned from football to my studies at Cambridge. I asked my barber a question many in our industry are currently losing sleep over: “Do you think AI will take away our jobs one day?” He smiled and shared a profound insight without using …

The Barber and The Bot: Why AI is the Enabler, Not the Replacer, of Loyalty by Billy Cheng Read More »

Loyalty may be emotional, but measuring its success is all about the numbers. If you’ve ever struggled to answer a CFO’s question about program performance or want to know how to calculate things like Customer Lifetime Value (CLV) or true ROI, this one’s for you. These three articles break down the formulas and frameworks that …

Key Formulas Every Loyalty Marketer Should Know by Loyalty Economics Read More »

The momentum behind customer loyalty programs has never been stronger. According to data from Mintel, the UK has seen a sharp increase in loyalty program participation in 2025, with 80 percent of consumers actively engaging in at least one scheme.  For enterprise brands, this shift reflects a broader realization. Discounts alone are no longer a …

Three loyalty trends that will define 2026 by Talon.One Read More »